Pet Project KC Brand Book

Page 1

ALL BARK, NO BITE



TABLE OF CONTENTS Mission Fine Tuning Goals & Speech Brand Standards Collateral


MISSION

TO END THE KILL HEALTHY AND TR I N K A N S A S C I T Y, USING THE MOST AND LIFESAVING PROMOTING EFFE CONTROL POLICI


LING OF REATABLE PETS , MISSOURI BY T PROGRESSIVE PROGRAMS AND ECTIVE ANIMAL ES.


FINE TUNING

SO, WHAT ’S THE PROBLEM?


HERE’S THE SITUATION Kansas City Pet Project is a haven for animals who need love, care and support. Through medical treatments and daily care, all animals that come through Pet Project’s doors are welcomed. Even through their mission is honest and true, Pet Project has varying voices and branding that clash throughout their presence. With the lack of a grounded brand, Pet Project isn’t well known in the Kansas City community.



LET ’S HAVE THE DAY GO TO THE DOGS (AND C ATS)


GOALS & SPEECH

ONE GIANT LEAP FOR FURRY KIND



SEE WHAT I DID THERE?


WHO WE ARE Pet Project strives to end the killing of healthy and treatable pets in Kansas City, Missouri by using the most progressive and lifesaving programs and promoting effective animal control policies. Pet Project advocates through connections with Kansas City friends and family with an approachable voice and bright brand.


LET ’S TALK Pet Project KC aims to create a loving and trusting environment to everyone who walks through its doors, animals and animal lovers. Through using animal related puns as headliners and simple writing style, Pet Project begins have its own individual voice, making discussions between Pet Project and families more personal.


WHO ARE THEY? Our audience is everyone in our audience is the help impact our

our friends, family, neighbors, community. More specifically– our movers and shakers of KC, wanting to city.



SO WHAT SHOULD WE LOOK LIKE?


BRAND STANDARDS


PRIMARY LOGO PRIMARY LOGOTYPE

DESCRIPTION

SECONDARY LOGO SECONDARY LOGOTYPE

DESCRIPTION


2”

WIDTH

CLEAR SPACE HEART LOGO HEIGHT AND VERTICAL

SPANNED,

BOTH

HORIZONTAL


1”

MINIMUM SIZE VERTICAL : 2” WIDTH HORIZONTAL : 1” WIDTH

WIDTH


TRAINING SCHOOL NOW IN SESSION


BR AND APPLIC ATION APPLICATION GUIDELINES


PRIMARY

PMS

SECONDARY 3245C

COLOR PALETTE

PMS

YELLOWC

PMS

317C

PMS

2757C

PMS

WARM

REDC


Interstate Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

LOC ATOR BL ACK 300 TR ACK ABCDEFGHIJKLMNOPQRSTUVWXYZ

LUCIDA

CONSOLE

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

TYPOGRAPHY


PHOTOGRAPHY PROMOTIONAL IMAGES BLURRED BACKGROUND

WITH

COLOR

OVERLAY


SOCIAL MEDIA IMAGES LIGHT TOUCH-UP WITH

MEDIUM

CONTRAST


PATTERNS & GOODIES



COLL ATER AL


SIGNAGE INSTALLED

AT

MAIN

LOCATION


BILLBOARD TO SUGGEST:

I-70

&

I-435


POSTER POSTED NEAR SCHOOLS AND COMMUNITY ORGANIZATIONS THROUGHOUT THE KC AREA





Pet Project KC 4 hrs

We’re making leaps and bounds towards our goal of finding forever homes for our wonderful companions here like Buddy! Stop by this weekend at one of our three locations and get to know Buddy and our other furry friends!

SOCIAL MEDIA – FACEBOOK PROMOTIONAL IMAGES BLURRED BACKGROUND WITH

COLOR

OVERLAY



kcpetproject @kcpetproject

• 5h

More the merrier, 180 new furry friends! Take a break this weekend, brush up on your speed dating and meet them all! #KChasheart

kcpetproject @kcpetproject

• 5h

Treat yo’ self (though we reccomend these to your new friend) with some goodies from @ThreeDogNews #KChasheart

kcpetproject @kcpetproject

• 5h

It’s raining pets! Hallelujah, it’s raining pets! Visit us at our Main Location, Zona Rosa or Petco in Overland Park today! #KChasheart

SOCIAL MEDIA – TWITTER PUNNY QUIPS, USE OF #KCHASHEART




WEARABLES VOLUNTEER AND KCMO EXCLUSIVE MERCHANDISE




LET’S FETCH SOME HEARTS


THANK YOU Katie House VISC 520 – Design For Change Prof J. Shellhorn khousecreative.com



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