Human Emergency Lifeline Provider
Introduction HELP: Human Emergency Lifeline Providers The steady decline of public trust in government combined with the incline of threats from natural disasters leaves 300 million American citizens in need of someone they can turn to in a crisis. HELP is that someone. A fresh brand identity with a friendly voice and tone will position HELP in the hearts and minds of US citizens as someone to lean on when disaster arises. A delicate balance of bright colors, clean layouts, and geometric shapes differentiates HELP from other government organizations, inspires trust, and communicates reliability, warmth and positivity. To reach such a large, diverse audience, a media mix will be tailored to engage each generation’s unique habits and needs. A wide range of outlets from radio to social media will connect with anyone who needs HELP; anytime, anywhere. Let’s introduce America to HELP they can rely on.
Table of Contents Preparation
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Target Audience Strategy Narrative
Effects Mood Boards Brand Elements Logo Development HELP Logo Logo Specimens
Deployment Gear Squadron Traditional Media Contemporary Media Unique Promotional Item Educational Programs
Forecast Future Ideas
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26
34
Preparation: Brand Development Onliness Statement: HELP is the only disaster relief agency that will connect with the entire United States’ population in a time when people’s trust in government is at an all time low, with a fresh, approachable brand identity and friendly voice and tone.
Competitive review 10
Strengths
weaknesses
• Highly trained personnel with military expertise and logistics • Utilization of current technology • All personnel will receive combat lifesaver training • Federal funding • Highly professional yet approachable on a personal level to achieve trust among the public
• Not able to endorse NGOs, smaller disaster relief agencies, or companies in the private sector • New government organization must work to gain trust from the public • Government funding can be unpredictable • Conflicting government solutions to climate change policies
threats
opportunities • Global warming is a hot topic in both government and mainstream media • 70 percent of Americans have not practiced for a disaster (FEMA, 2014). • An additional relief organization will help other agencies utilize their best strengths
Differences
• Operates solely on grants and donations • Entirely staffed with volunteers
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Preparation
Differences
• Negative perceptions of government agencies • Lack of interest from the public • Conflicting solutions within the scientific and environmental organizations • Reception from state and local governments
• Established • Has FEMA Corps, AmeriCorps service members
Differences
• Global partners and outreach • Aide extends beyond disaster relief
PUBLIC AWARE
USE OF TECHNOLOGY
ADVANCED
AWARENESS NOT AWARE
OUTDATED
Differences
• Military training and logistics • Outreach plan tailored to connect with different generations of the US
Similarities Among All Competitors
• Provides relief and aide to victims after natural disasters in the United States • Citizens’ health and safety is a top priority • Provides education on preparedness
Brand Development
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target audience • Generations Natural Disasters Affect Everyone In an effort to target the wide variety of millions of Americans who are unprepared to cope with natural disasters, HELP’s strategy is to focus on the needs and habits of each generation and tailor a media mix which caters to each group.
Meet Deborah Moore
Deborah is extremely easy to talk to with her winning smile and warm personality. All her free time is dedicated to her aging father, growing children and grandchild, and loving husband.
Baby Boomers+ • Retired or getting ready to retire, Boomers and Seniors prioritize spending time with family, whether it be with aging parents or new grandchildren • With active lifestyles, these groups are looking for content from products and services to make life simpler and easier
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Preparation
Generation x • Confident, savvy, and a little sketpcial, the often overlooked Gen Xers are planning for their future, families, and health • Content communicating reassurance and security is key
Meet Richard Stevens
Richard was let go from his job when his company decided to relocate to the Midwest. He is constantly working multiple side jobs to support his family. He is a very humble, honorable man who only strives to help others when in need.
Meet Marco Ramirez
Marco dreams to become a head chef and works hard everyday to achieve his goals. He is driven, committed, yet always positive. The closer he gets to his dream, the more he can provide for his family.
Generation Edge
Millennials • Optimistic and open-minded, Millennials are a diverse generation socially charged and digitally connected • Not only hungry for content that is customized and entertaining, Millennials seek engaging experiences which advocate or help solve today’s real-world issues
• With the world’s information at their fingertips Gen Edge has become mature for their ages. They are challenged to process what is useful content versus what is not • Honesty is at the height of importance when connecting with this group’s values of individualism and open acceptance Meet Sally Jones
Sally is a cheerful young girl who is occupied with friends, school, and being a good big sister. Sally hopes to become a Marine Biologist. Tech savvy, Sally loves to organize and personalize her iPod Touch and take selfies, if only she had Instagram!
Brand Development
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strategy & the big idea
The harsh realities of a natural disaster reflect destruction, suffering, and tragedy. HELP’s brand strategy is not only to create content customized for the nation’s diverse audiences but to elevate the importance of preparedness through uplifting messaging. While each generation totes unique habits and needs, the principles of honesty and authenticity create a solid foundation of consistent messaging for all. In the midst of their technological advancement and military strategy to save lives, HELP will position itself in the hearts and minds of US citizens as someone to lean on when disaster arises.
HELP is that
Someone 12
Preparation
No Matter What
Narrative
We’re Here For You
You can’t help but say their names over and over again. Pete, Alex, Jo. Your husband, your two kids, and you are safe because your family was armed with a plan to take action before the storm. Bullets of rain flooded the first floor of your home and the wind ripped out your master bedroom. You are not distressed but calm, your whole world is right where it should be, next to you. Then, a slight buzz hums in your ear as a HELP mini drone quickly circles above you and takes note of your family. Hold tight, take a deep breath, help isn’t on the way, HELP is already here.
Brand Development
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Effects: Brand Elements
Mood Boards Inspired by science and technology, the concept for these mood boards merges geometric patterns and bright colors to provide a snapshot of friendliness and approachability. An uplifting piano score and fluid animation brings all these elements to life in the dynamic mood board.
Static
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Effects
Dynamic
Scan this code to watch the dynamic mood board.
Brand Elements
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Brand elements Typography
Headers • HALIS R, Black
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz & ! ? • { } ( ) 1234567890
Subheaders • halis r, regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz & ! ? • { } ( ) 1234567890
Body Copy • HALIS R, Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz & ! ? • { } ( ) 1234567890 Color palette
Iconography DRONE c0 M0 Y0 K80 R88 G89 B91 concrete c0 M0 Y0 K28 R192 G194 B196 Emergency c29 M0 Y90 K0 R192 G216 B70 Lifeline c20 M0 Y98 K0 R215 G233 B35 Alleviation c24 M0 Y22 K0 R194 G227 B207
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Effects
Texture Combinations of geometric angular and curvilinear patterns are utilized to communicate HELP’s technological side.
imagery
Brand Elements
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Logo Development Initial sketches
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Effects
Survey Results HELP
HELP
HELP
Logo 2
Logo 3
Logo 1
Logo 4
Which logo best represents an organization you would trust in saving lives?
What is your age range?
Logo 1
Logo 1
50-68
Logo 2
34-49
Logo 3
Logo 3
33-18
Logo 4
Logo 4
18 and under
Logo 5
Logo 5
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Either a suicide watch/prevention organization or a medical device monitoring service.
HELP Logo 6
HELP Logo 2
Logo 5
Which logo do you think is most memorable?
69 and above
0%
HELP
HELP
Logo 2
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Responses from the logo survey showed confusion among the audience as to what the logo concepts were presenting. A second round of vector options were then created to clearly communicate a narrative of trust and positivity.
HELP Logo 3
Inspiration from a common gesture for help and trust was used to create the new vector options.
Brand Elements
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HELP Logo
Single Color: Drone
Single Color: Lifeline
Landscape Configuration
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Effects
Single Color: Reverse
Usage Clear Space To allow for some room to breathe, clear space is defined with the ‘H’ in HELP. All surrounding content must stay outside the defined ‘H’ area. = 1.5”
The logo shown is approximately 1.5” wide x 1.4” tall. In order to clearly communicate any HELP collateral, please do not scale the logo any small than the dimensions shown unless otherwise given permission by an official HELP brand ambassador.
Common mistakes
HELP Please do not change the color of the logo outside of provided variations.
Please do not stretch or distort the logo. Please do not change the font of the logo.
Please always use the highest quality image or graphic file of the logo possible.
Brand Elements
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Logo specimens Transparent Logo
Single Color: Lifeline
Animated Logo
Single Color: Reverse
Scan this code to watch the animated logo.
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Effects
Full Color Logo
Janet Hernandez, Deputy Administrator US Department of Homeland Security 472 Virginia Ave SW • Washington, DC 20024 helpisyours.org • 1-800-438-4357
Janet Hernandez Deputy Administrator US Department of Homeland Security 472 Virginia Ave SW Washington, DC 20024 janet.hernandez@helpisyours.org helpisyours.org 1-800-438-4357
Tony Wilson, Regional Administrator Florida HELP Florida Regional Office 698 Duval Street • Tallahassee, FL 32301 helpisyours.org • 1-800-438-4357 x3510
HELPISYOURS.ORG
#HELPISHERE
US Department of Homeland Security Human Emergency Lifeline Provider 472 Virginia Ave SW • Washington, DC 20024
472 Virginia Ave SW • Washington, DC 20024
Stationery Package
Brand Elements
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Deployment: Brand Assets
Gear The color ‘Lifeline’ will be the highlight of HELP’s gear, squadron, and equipment. Bright and energetic, ‘Lifeline’ establishes a distinct appearance for HELP Agents, making them easily identifiable in emergency situations.
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YMENT Deployment
Squadron Natural disasters can take shape in the wind, land, and water. No matter the situation, HELP is armed with equipment to save those in danger and provide assistance with food, water, and even Internet.
Brand Assets
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Traditional media Traditional media such as transit ads, television, radio, and print ads will communicate HELP as a reliable source for assistance and highlight the importance of preparedness for oneself and one’s family.
Target audiences
• Boomers+ • Gen x
Scan this code to watch the commercial.
30
Deployment
Contemporary media Contemporary media will serve as a resource for those who are looking for manageable solutions when approaching preparedness. The mobile app will combine resources of the website with the HELP social community. Victims of natural disasters can access lists of shelters and organizations providing assistance though the GET HELP feature.
Target audiences
• Millennials • Gen x
You tube
Brand Assets
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Unique Promotional Item side 1:
Front: solar cell
USB2
HAND-CRANK
The power pack will be given away as a promotional item during community events to raise awareness of the HELP brand.
BACK - COLLAPSIBLE BACKUP HAND-CRANK
CHARGE YOUR AA BATTERIES
A flashlight as an additional feature can serve as a beacon in dark emergencies.
USB1
FRONT - SOLAR CELL
USB2
SIDE 1: 2 USB USB ports 2 PORTS AA CHARGER AABATTERY battery charger
USB1
A custom power pack that utilizes solar power to charge small mobile devices as well as AA batteries, will demonstrate HELP’s technological advancement. An optional hand crank will also be installed when solar power isn’t available.
POWER•PACK
Target audiences
POWER•PACK
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Deployment
HAND-CRANK
USB2
USB2 USB1
BACK - COLLAPSIBLE BACKUP HAND-CRANK
USB1
• Millennials • Gen x • Boomers+
CHARGE YOUR AA BATTERIES
FRONT - SOLAR CELL
side 2: SIDE 2: FLASHLIGHT BUTTON flashlight button
FLASHLIGHT
Back: Collapsible backup hand-crank
SIDE 1: 2 USB PORTS
BOTTOM- FLASHLIGHT bottom: AA BATTERY CHARGER flashlight
SIDE FLASH
Educational Programs Providing programs on natural disasters and preparedness to younger generations will help build a more resilient America. Educational programs will be designed to target youth from and advocate family planning for emergencies. Shown here is an example activity sheet stylized for elementary school students.
Target audiences
• Gen Edge • Gen X (parents/guardians)
Buddy
The Service Dog Brand Assets
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Forecast: Future Ideas
Forecast
Among the challenges of staying in tune with the constant shift and fluctuation of America’s social landscape, plans to grow the HELP brand include developing tools internally for HELP staff. HELP GEAR:
TRADITIONAL MEDIA:
TECHNOLOGY:
DIGITAL MEDIA:
• Uniform line will extend to provide protection from: • Extreme temperatures • Heavy rain • Large debris • A separate mobile app will be developed to improve communications between HELP and NGOs • To help connect families, a full mobile emergency technology fleet will provide Internet services as well as small business office solutions for victims without power
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forecast
• In addition to transit and television ads, radio, print, and direct mail campaigns will be developed to reach older audiences • Customized campaigns will be designed to target millennials on social media, such as “How Prepared Are You?” quizzes and articles • Snapchat and Vine campaigns will be developed to target Gen Edge on social media • Commercials and radio ads will be reconfigured for online radio and video audiences
EDUCATIONAL PROGRAMS:
• HELP’s vision for the educational programs involves a custom plan for: • Elementary school • Middle school • High school • Parents are encouraged to learn with their children about the facts of natural disaster through the elementary ages • Middle school students are encouraged to explore the aspects of planning, preparation, and large scale mitigation through summer camps • A competitive scholarship for high school students will be awarded for those who wish to receive higher education in environmental science or public service
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Juni Hylton • Thesis Project Book • 2015 MFA Media Design • Full Sail University