Two Steps Brand Identity Manual by Kathryn Bell

Closer To Community Two Steps Brand Identity Manual

steps

Kathryn Bell Designer

Brand Identity Manual

Print Collateral

02 • Profile

44 • Brochure

04 • Brand Visuals

46 • Fundraising flyer

Identity

Environmental Graphics

08 • Logo marks

50 • Spoke accessories

10 • Logo signatures

52 • Door hangers

12 • Size restrictions

54 • Community graphics

14 • 100% black logo 16 • Grayscale logo 18 • Vertical & horizontal marks 20 • Vertical & horizontal signatures 22 • Unacceptable treatments

Digital 58 • Avatar 60 • iphone digital application 62 • Website

24 • Clear space requirements

Process

26 • Primary & secondary colors

66 • Moodboards

28 • Primary & secondary typefaces

68 • Notes

Business System 34 • Business cards 36 • Letterhead 40 • Envelopes

70 • Naming 72 • Logo iterations 76 • Sitemap & wireframes 78 • User personas

The goal is to bring neighbors two steps closer to the things that make up positive communities.

Profile Two Steps is a nonprofit organization promoting the real importance of community relationships. Two Steps strives to eliminate the common feeling of isolation, believing itâ&#x20AC;&#x2122;s not enough to be connected, itâ&#x20AC;&#x2122;s about feeling connected in oneâ&#x20AC;&#x2122;s own neighborhood. Two Steps originated in Saginaw, Michigan and is making efforts to expand their brand nationwide. Positive neighborhoods lead to happier lives and it all begins with the foundation of healthy relationships. Studies have shown that building rapport within communities increases happiness, decreasing stress and in turn lengthens life spans. Its goal is to bring neighbors two steps closer to things that make up a positive community.

Two Steps positions its organization to appeal to everyone within a community, meeting the needs of residents, businesses, and town representatives. As beneficiaries of Two Steps, ideal living environments and networking advantages are formed. The relationships made between homeowners carry over from neighborhood blocks to local businesses and organizations within communities. Churches, associations, and small businesses have the opportunity to take advantage of Two Steps day and host a welcome gathering to promote their specific needs. Two Steps day also allows respected community members like mayors, law enforcement workforces, and fire departments to network with the people of their jurisdiction.

Its strategy consists of customizable signature marks, an annual event, and awareness tactics. Customizable signatures are used to form a sense of belonging toward the Two Steps brand, targeting the four types of communities: suburban, urban, commercial, and rural.

Two Steps is motivated by the well-being for a single individual, community, and nation. A recent study shows that odds for survival rise by fifty percent if connections are made between friends, family, neighbors, and colleagues. Close-knit relationships within a local area can lead to positive changes. More people choosing to buy local aids the economy. Childhoods are enriched when safety is established through familiarity and trust. Adults can confide in neighbors to look after homes, fulfil favors, or simply socialize with.

Two Steps devotes its annual event toward extending a hand to one another. It acts as an icebreaker to introduce neighbors, hoping to, one day, become a nation-wide declared day. Lost virtues like warm greetings, eye contact, and hospitality return to the forefront of daily routines. As relationships are built and nurtured, people begin to value the impact made in their everyday lives.

steps 3

Design visuals and patterns are used to emphasize multiple design references of the primary mark.

Visuals & patterns The design visuals and patterns are used to emphasize multiple design references of the primary mark. The yellow strokes of the mark resemble road marks and the shapes resemble neighborhood layouts. These distinct shapes are taken out and applied to patterns. The dots within the â&#x20AC;&#x153;2â&#x20AC;? are take out and applied to a polka-dotted pattern. The dots become a texture to represent connection points or population dots. Also, road maps become visual elements used to represent the neighborhood layout for each type of community For example, spaced out road are rural areas and winding, close-knit roads represent suburban areas.

Suburban

Commercial

Rural

Urban

The broken connection points create a visual want for a unified whole.

Primary mark The Two Steps primary mark is the foundation for the brand’s identity. The mark embodies the promise of Two Steps’ intended experience—to not only be connected, but to feel connected in one’s own community. The symbol is a world-shaped circle, holding connection points to form the number two in the brand’s name. The broken connection points create a visual want for a unified whole, based on Gestalt psychology. The yellow strokes resemble road marks and the shapes resemble neighborhood layouts. The type is set in Helvetica Neue, similar to existing road sign lettering. Due to multiple design references, the mark has to be treated in a thoughtful and considered manner.

Secondary marks The secondary marks allow the brand to resonate with specific targeted audiences. The broken sections of the two are used to represent the four types of communities: suburban, urban, commercial, and rural. The kinetic logo allows a sense of belonging to form toward the Two Steps brand, relating to more people. Once each section, representing a community, is adapted and symbolically accepted, they can be applied aside from the words “Two Steps”.

steps Primar y mark

steps steps steps steps Secondar y marks

Due to the flexibility of its tagline, the signature acts as the mark does, and becomes customizable.

Primary signature The signature is used to further communicate who Two Steps is and what they promote. The tagline can be read as part of the title, reading “Two steps closer to community” or it can be read as its own sentence aside from the name. Due to the flexibility of its tagline, the signature acts as the mark does and becomes customizable. This feature furthers Two Steps’ mission to connect community neighborhoods while relating to individuals on a personal level.

Secondary signatures Each of the four symbols identifies itself using secondary signatures. There are specific pairings of marks to taglines. For example, the yellow section representing suburban areas is paired with the “Closer to suburban communities” tagline. However, users are given the right to substitute “communities” for a specific city or region apart of a branded community type.

steps Closer to community Primar y signature

steps

Closer to suburban communities

Closer to urban communities

steps

Closer to commercial communities

Closer to rural communities

Secondar y signatures

Two Steps doesnâ&#x20AC;&#x2122;t like to hide. Size restrictions help maintain its visibility.

Mark size restrictions All vertical marks have a minimum size of 0.2443" X 0.2684" All horizontal marks have a minimum size of 0.58" X 0.17"

Signature size restrictions All vertical signatures have a minimum height of 1.26" The minimum width is proportional to the height due to multiple signature lengths. All horizontal marks have a minimum height of 0.645". The minimum width is proportional to the height due to multiple signature lengths.

0.2443" X 0.2684"

steps

0.58" X 0.17"

Height of 1.26"

Height of 0.645"

steps

Closer to community

The all black option is only to be used when color or grayscale can absolutely not be achieved.

100% black marks The all black option is only to be used when color or grayscale absolutely not be achieved. The primary mark is the only mark available in 100% black because it is the only one that consists of two values. The other marks are 3 color.

100% black signatures The all black option is only to be used when color or grayscale absolutely not be achieved. The primary signature is the only signature available in 100% black because it is the only one that consists of two values. The other signatures are 3 color.

steps

100% black marks

steps Closer to community

100% black signatures

The grayscale options should only be used when color cannot be achieved.

Grayscale marks The grayscale options are available in all symbol types and can only be used when color cannot be achieved. The highlighted sections of the 2 are 20% black. The un-highlighted sections of the 2 are 70% black. The circle and type are 90% black.

steps steps

steps

steps steps

Grayscale signatures The grayscale options are available in all signature types and can only be used when color cannot be achieved. The highlighted sections of the 2 are 20% black. The non-highlighted sections of the 2 are 70% black. The circle and type are 90% black.

steps Closer to community

steps

Closer to suburban communities

Closer to urban communities

steps

Closer to commercial communities

Closer to rural communities

Logo mark options are available in color, grayscale, and 100% black.

Vertical marks These are some possible vertical, primar y mark options. They are available in color, grayscale, 100% black. The available bounding box options are white, yellow, gray, and 100% black. These are some possible secondary, vertical mark options. They are not available in 100% black due to highlighted portions of the “2” in Two Steps. It is available in color and grayscale. The available bounding box options are white and yellow.

Horizontal marks These are the only possible horizontal, primary mark options. It is available in color, grayscale, 100% black. The available bounding box options are white, yellow, gray, and 100% black. These are the only possible secondary, horizontal mark options. They are not available in 100% black due to highlighted portions of the “2” in Two Steps. It is available in color and grayscale. The available bounding box options are white and yellow.

steps steps

steps

Signature options are available in color, grayscale, and 100% black.

Vertical signatures These are the only possible vertical, primary signature options. It is available in color, grayscale, 100% K. The available bounding box options are white, yellow, gray, and 100% K. These are the only possible secondary, vertical signature options. They are not available in 100% K due to highlighted portions of the 2 in Two Steps. It is available in color and grayscale. The available bounding box options are white and yellow.

Horizontal signatures These are the only possible primary, horizontal signature options. It is available in color, grayscale, 100% K. The available bounding box options are white, yellow, gray, and 100% K. These are the only possible secondary, horizontal signature options. They are not available in 100% K due to highlighted portions of the 2 in Two Steps. It is available in color and grayscale. The available bounding box options are white and yellow.

steps

Closer to community

steps

Closer to community

steps Closer to community

To remain identifiable and to provide a sense of belonging, the logo must be treated appropriately.

Unacceptable treatments for the scale

The dots of the 2 cannot be removed. Highlighted portions of the 2 cannot be highlighted in any other way than originally designed. The stroke of the 2, cannot be enhanced in anyway.

No signature or mark can change in letter spacing or orientation. There can not be a change in proportions

steps

Unacceptable treatments for the 2

steps

Unacceptable treatments for the tagline

Unacceptable treatments for the circle

No signature can have a change in style by bolding or using italics to emphasis a certain word. The size of type must be consistant throughout and cannot be enhanced or reduced in size. The rule line cannot be removed The tagline can not be flush left or right. It has to stay centered to the rule line.

No signature or mark should have the 2, in Two Steps, out of the circle. The circle can not be changed to a low contrasting color against the yellow 2. The only colored combinations are yellow on gray, white on black, gray on white. The size of the circle can not change.

steps Closer to community

steps

Closer to community

Clear space requirements maintain the brand’s maximum legibility, function, and identity.

Clear space requirements Consistent proportional spacing is significant throughout each brand mark and signature. The proportion requirements maintain the brand’s maximum legibility, function, and identity. The clear space zone is calculated around the perimeter of each brand component. The clear space is proportionate to the cap height of the word “steps” in the brand mark. The spacing requirements apply to all brand components including marks, signatures, and symbols.

clear space cap height 3/4 cap height 1/2 cap height 1/4 cap height

steps Closer to community

Signature

steps Mark with bounding box

steps Symbol Mark

Colors resemble stoplights, yellow street marks, gray community sidewalks, and a rose red accent.

Primary colors PANTONE 11 U • CMYK 30 17 8 51 • RGB 122, 125, 129 • HTML 7A7D81 PANTONE 344 U • CMYK 45 0 39 0 • RGB 142 216 172 • HTML 8ED8AC PANTONE YELLOW U • CMYK 0 0 93 0 • RGB 255, 232, 0 • HTML FFE800

Secondary colors PANTONE 7 U • CMYK 20 11 12 30 • RGB 155, 158, 160 • HTML 9B9EA0 PANTONE 199 U • CMYK 0 96 80 0 • RGB 221, 80, 97 • HTML DD5061

Helvetica Neue, similar to existing road sign lettering, is paired with ArcherPro, a complimentary serif typeface.

Primary typeface ArcherPro is used as a secondary typeface. If ArcherPro is not a feasible option the alternative is the typeface Rockwell.

28â&#x20AC;&#x201A; Identity

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ArcherPro Extra Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ArcherPro Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ArcherPro Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ArcherPro Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ArcherPro Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ArcherPro Bold

Secondary typeface Helvetica Neue (T1) is used as a secondary typeface. If Helvetica Neue is not a feasible option the alternative is the typeface Arial.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue (T1) 35 Thin

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue (T1) 37 Thin Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue (T1) 47 Light condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue (T1) 55 Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue (T1) 57 Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue (T1) 65 Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue (T1) 95 Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue (T1) 97 B lac k C o n d e n s e d

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue (T1) 77 Bold Condensed

Business System

steps

Two Steps

steps

November 10, 2012

P.O. Box 5747 Saginaw, MI 48603-5747

Jack Johnson 4545 N. Smith Rd. Saginaw, MI 48603

Donald O’haire 3455 Willow Street

Dear Mr. Johnson,

Saginaw, MI 48603

Two Steps Campaign was started in order to create and strengthen partnerships among neighbors. The neighborhood environment is enhanced when there is cooperation among neighbors and a sense of caring permeates the community. We must begin the process of creating and maintaining relationships with our neighbors to affect positive change in our neighborhoods. Without first establishing some level of communication it can be difficult to have positive relationships between neighbors. The simplest infringement can quickly escalate to dangerous conditions if the element of cooperation and friendly communication has not been previously introduced. A Bingham Young University study of social networks, looked at over 300,000 people across 4 continents over a 7 year period. The study concluded that having good friends appears to boost the survival rates of individuals. The lead researcher, professor Juliane Holt-Lundstad noted that “When someone is connected to a group and feels a responsibility for other people, that sense of purpose and meaning translates to taking better care of themselves and taking fewer risks.” She reports that social connections - friends, family, neighbors or colleagues improve our odds of survival by 50%.

Regards,

steps

Rhonda Webb

Closer to community

Phone 989-392-6518

P.O. Box 5747 • Saginaw, M • 48603-5747 • www.twosteps.org • 989-392-6518

Website www.twosteps.org Address P.O. Box 5747 • Saginaw, MI 48603

Rhonda Webb Founder

Two Steps

steps

Two Steps

steps

P.O. Box 5747 Saginaw, MI 48603-5747

Donald O’haire 3455 Willow Street Saginaw, MI 48603

Two Steps resonates with anyone receiving their business cards through community patterned, personalized backs.

Business Cards The business cards use community patterns throughout each one. Each person who has a business card in their name, has a personalized back, with their home community pattern.

steps Closer to community

Phone 989-392-6518 Website www.twosteps.org Address P.O. Box 5747 • Saginaw, MI 48603

Rhonda Webb Founder

Phone 989-392-6518

Website www.twosteps.org Address P.O. Box 5747 • Saginaw, MI 48603

Website www.twosteps.org

Address P.O. Box 5747 • Saginaw, MI 48603

Jeffery Willard

Wayne Clarke

Katie Bruens

Vice President

Council Member

President

steps Closer to community

The letterhead will be used to greet, inform, and motivate recipients.

Letterhead The letterhead is 8.5x11" with full bleeds. Everyone receiving a letterhead includes shareholders, stakeholders, and prospects of Two Steps. Contact information is always provided.

steps

November 10, 2012 Jack Johnson 4545 N. Smith Rd. Saginaw, MI 48603

Dear Mr. Johnson, Two Steps Campaign was started in order to create and strengthen partnerships among neighbors. The neighborhood environment is enhanced when there is cooperation among neighbors and a sense of caring permeates the community. We must begin the process of creating and maintaining relationships with our neighbors to affect positive change in our neighborhoods. Without first establishing some level of communication it can be difficult to have positive relationships between neighbors. The simplest infringement can quickly escalate to dangerous conditions if the element of cooperation and friendly communication has not been previously introduced. A Bingham Young University study of social networks, looked at over 300,000 people across 4 continents over a 7 year period. The study concluded that having good friends appears to boost the survival rates of individuals. The lead researcher, professor Juliane Holt-Lundstad noted that “When someone is connected to a group and feels a responsibility for other people, that sense of purpose and meaning translates to taking better care of themselves and taking fewer risks.” She reports that social connections - friends, family, neighbors or colleagues improve our odds of survival by 50%.

Regards,

Rhonda Webb

P.O. Box 5747 • Saginaw, M • 48603-5747 • www.twosteps.org • 989-392-6518

System specifications The units and increment measurements are required all letterhead and business card print pieces.

0.5"

steps Closer to community

3.8" 3.8" Phone 989-392-6518 Website www.twosteps.org Address P.O. Box 5747 • Saginaw, MI 48603

1/2"

Rhonda Webb Founder

0.5"

steps

2.5"

November 10, 2012 Jack Johnson 4545 N. Smith Rd. Saginaw, MI 48603

2.5"

A Bingham Young University study of social networks, looked at over 300,000 people across 4 continents over a 7 year period. The study concluded that having good friends appears to boost the survival rates of individuals. The lead researcher, professor Juliane Holt-Lundstad noted that “When someone is connected to a group and feels a responsibility for other people, that sense of purpose and meaning translates to taking better care of themselves and taking fewer risks.” She reports that social connections - friends, family, neighbors or colleagues improve our odds of survival by 50%.

Regards,

Rhonda Webb

P.O. Box 5747 • Saginaw, M • 48603-5747 • www.twosteps.org • 989-392-6518

0.5"

The envelopes are nonprofit friendly. There is a special occasion option and a standard black and white option.

Envelopes There are two envelope options available, one full color and one black and white version. The black and white version is printed directly on the envelope. The full color version has an all yellow flap with full color return address labels for special occasions.

Two Steps

steps

P.O. Box 5747 Saginaw, MI 48603-5747

Donald O’haire 3455 Willow Street Saginaw, MI 48603

Two Steps

steps

P.O. Box 5747 Saginaw, MI 48603-5747

Donald O’haire 3455 Willow Street Saginaw, MI 48603

Print Collateral

Event Details Stardust Lanes Address 3750 Bay Road Saginaw, MI

Please join us for Two Steps’ first annual bowling fundraiser event. Saturday, May 21, 2012

Team prices $150.00 team of six $75.00 team of three Includes pizza, pop, prizes and more Registration Information Online: www.twosteps.org Phone: 989-392-6518 Registration ends May 11, 2012

Payment information Send to: P.O. Box 5747 Saginaw, MI 48603 -5747 Enclose your check or money order and make payable to “Two Steps”.

Stardust Lanes 3:00 pm–5:00 pm Registration begins at 2:30 pm

_____ Yes, please register me for the first annual Two Steps’ fundraising event. Name Address City, State, Zip Ph.# Email Enclosed is my check for: _____ $150 full bowling lane priviledges (up to six bowlers on a single lane) _____ $75 half bowling lane priviledges (single lane shared with another team of three)

Please fill this form out completely. Enclose your check or money order Make payable to Two Steps.

steps

Send to: P.O. Box 5747 Saginaw, MI 48603 -5747

The 3.5 x 7" inserts make for easily updated information, resulting in cost effective flexibility.

Brochure The brochure is a 15 x 7" roll fold with four pockets in the inside. The brochure contains a layout that introduces all the secondary logo symbols and the communities they represent. Other information consists of itâ&#x20AC;&#x2122;s founder, goals, purpose and annual events. The roll fold shell acts as a folder with basic organization information to be printed off in bulk, stored, and saved for inserts. The pockets allow for print materials to stay up-to-date and for additional inserts to be interchanged. The pockets shown hold personal stories regarding impactful neighborhood experiences. The inserts can be printed on 8.5 x 11" paper, using house printers.

Suburban Areas

Urban Areas

Commercial Areas

Two steps closer to fellowship

Two steps closer to generosity

Two steps closer to friends

Two steps closer to comfort

Two steps closer to hospitality Two steps closer to convenience

Two steps closer to playmates Two steps closer to support

Two steps closer to safety

Rural Areas

Two steps closer to opportunity

Two steps closer to favors

Folder

Fundraising flyers get the word out in a bright convenient fashion.

Fundraiser flyer The flyers are posted around communities, in store windows, office bulletin boards and on electrical poles. They have a perforated RSVPs attached to the bottom and are a form of accessibility to fundraising information in addition to website exposure.

Event Details Stardust Lanes Address 3750 Bay Road Saginaw, MI

Please join us for Two Steps’ first annual bowling fundraiser event. Saturday, May 21, 2012

Team prices $150.00 team of six $75.00 team of three Includes pizza, pop, prizes and more Registration Information Online: www.twosteps.org Phone: 989-392-6518 Registration ends May 11, 2012

Payment information Send to: P.O. Box 5747 Saginaw, MI 48603 -5747 Enclose your check or money order and make payable to “Two Steps”.

Stardust Lanes 3:00 pm–5:00 pm Registration begins at 2:30 pm

_____ Yes, please register me for the first annual Two Steps’ fundraising event. Name Address City, State, Zip Ph.# Email

Please fill this form out completely. Enclose your check or money order Make payable to Two Steps.

steps

Send to: P.O. Box 5747 Saginaw, MI 48603 -5747

Enclosed is my check for: _____ $150 full bowling lane priviledges (up to six bowlers on a single lane) _____ $75 half bowling lane priviledges (single lane shared with another team of three)

Environmental Graphics

I live in a rural area.

steps

Two steps closer to: Write your name or a neighborly trait.

I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012. Here is my address:

Spoke accessories make for unique conversation starters, initiating friendly rapport.

Spoke accessories Bicycle spoke accessories become a creative and unique environmental graphic to bring awareness to Two Steps. They become conversation starters, carrying out the goal to initiate conversation. The spoke accessories is taken from each of the four sections of the Two Steps logo. Neighborhood residents can wear their own type of communities on their bicycles.

Door hangers act as ice-breakers to get neighbors two steps closer to lasting relationships.

Door hanger Door hangers are downloadable attachments available on the Two Steps website. The door hanger works as an icebreaker when introductions take place between neighbors on Two Steps day. Participants simply knock on the door, remind neighbors of the door hanger you left a day or two earlier so people can introduce themselves.

I live in an urban area.

I live Iinlive a commercial area. in a rural area.

Two steps closer to: Write your name or a neighborly trait.

Twosteps steps Two closerto: to: closer Write your name a neighborly trait. Write your name or aorneighborly trait.

in aurban rural area. area. I liveI live in an

Ialive an urban area. live in ainsuburban area. I liveI in commercial area.

steps steps

steps

Two steps steps Two closer to: to: closer Writeyour yourname nameororaaneighborly neighborlytrait. trait. Write Write your name or a neighborly trait.

II live live in in aa suburban rural area.area.

steps steps

steps steps steps

Two steps steps Two closer to: to: closer Write your name or a neighborly trait. Write your name or a neighborly trait.

I live in a suburban area.

steps steps

Twosteps steps Two closerto: to: closer Write your name or a neighborly trait. Write your name or a neighborly trait.

steps

Two steps closer to: Write your name or a neighborly trait.

I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.

I pledgetotoextend extenda hand a handofoffriendship friendshiptotoa a I pledge neighborononmy myblock blockororininmy mycommunity community neighbor Saturday,May May21,21,2012. 2012. ononSaturday,

pledge to extend ahand hand of friendship to IIpledge extend friendship I pledge toto extend a ahand ofof friendship toto a aa neighbor on my block or in my community neighbor my block my community neighbor onon my block oror inin my community on Saturday, May 21, 2012. Saturday, May 2012. onon Saturday, May 21,21, 2012.

I pledgetotoextend extenda ahand handofoffriendship friendshiptotoa a I pledge neighborononmy myblock blockororininmy mycommunity community neighbor Saturday,May May21,21,2012. 2012. ononSaturday,

I pledge to extend a hand of friendship I pledge to extend a hand of friendship to ato a neighbor on my block ormy in my community neighbor on my block or in community on Saturday, 21, 2012. on Saturday, MayMay 21, 2012.

I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.

Here is my address:

Here my address: Here isis my address:

Here my address: Here my address: Here isisis my address:

Hereisismy myaddress: address: Here

Here is my address: Here is my address:

Here is my address:

I live in a rural area.

steps

Two steps closer to: Write your name or a neighborly trait.

I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012. Here is my address:

The more the brand is seen, people feel a sense of belonging.

Community graphics Environmental graphics are a powerful emotionally resonate tool. Everyday, window-seat viewers pass by Two Stepsâ&#x20AC;&#x2122; eye-catching signs, bicyclists, and water towers. Using the secondary community-specific logos, the area in which a graphic is placed can be personalized.

Digital Applications

The avatar is a motion graphic that morphs into the logo

steps

The digital application encourages community members to buy local, displaying searched local businesses nearest them. iphone application The iphone application gets users connected with local businesses closest to them. When people stay local and buy from self-employed, â&#x20AC;&#x153;mom and popâ&#x20AC;? businesses, community is being built. Employers get the favor returned, building the economy up. It is also a benefit for community members. mothers can find close-by daycares and people gain awareness of the area around them.

Website TwoSteps.org provides neighborhood blogs, news and updates related to Two Steps exposure, as well as, interactive quizes and their nonprofit overview. Event information, downloadable attachments, and up-to-date fundraising information are also displayed. Bloggersâ&#x20AC;&#x2122; have displayed icons associated with what community they live in. The icons are the available logo symbols.

Home page

Blog page

Participate page

Process

Home

Participate

Checking Doorhangers Savings Tips & quiz Summaries Transactions e-statements

Newsworthy

Checking

Newspaper Savings Web exposure Summaries Transactions e-statements

Social Media

About

Blog

Checking Overview Savings History Summaries Contact Transactions e-statements

STEPS

Moodboards & inspiration to get the mind rolling and to build a vision.

Idea generation and planning documentation

Naming options went from 100, down to 12, then to 1. Two Step Directions was condensed down to Two Steps.

Two Steps Directions

Est. Unity

Address & Est.

Building Blocks

Power in Numbers

Numbered In The Thousands

Two-way Street

Opportunity Knocks

Avenues

10. Personal Delivery 11. Yards Away 12. Go The Extra Mile

Proximity

35. Numbered Among The Best

69. Open Invitation

Yards Away

36. Number Up

70. Community Care

Yards From Me

37. Down The Right Road

71. Introducing Community

Yard Care

38. Paving The Way

72. Meet and Greet

Lawn Care

39. Paving The Road

73. Greeted With A Smile

Block Party

40. Up The Road

74. Reside On Our Side

Around The Block

41. Up The Way

75. Reside In One Another

Building Blocks

42. Full Circle Drive

76. Residing In Confiding

Building a Home

43. Neighborhood Network

77. Dwelling Place

10. House To House

44. No Labor Neighbor

78. Reside Here

11. House To Home

45. Favor Neighbor

79. Reside

12. Housing A Home

46. Wonâ&#x20AC;&#x2122;t You Be My Neighbor?

80. Reality

13. Returning Home

47. Neighbors Helping Neighbors

81. Relationship Reality

14. Home Address

48. Proud Neighbor

82. Close Quarters

15. Where The Heart Is

49. Like A Good Neighbor

83. No Commute Communication

16. Back Home Roots

50. The Friend Next Door

84. Resident

17. Setting Up Roots

51. Two Step Directions

85. Reaping Residents

18. Establish (EST.) Roots

52. Two-way Street

86. Resonate

19. Establish (EST.) unity

53. Street Smarts

87. Porch Lit Experience

20. Establish (EST.) Care

54. Discovering Avenues

88. Opportunity Knocks

21. Address

55. Avenues

89. Knock Into Shape

22. Address Joy

56. Cross Paths

90. DeLIVEry

23. Address & Est.

57. Cross The Road

91. Personal Delivery

24. Address and Establish

58. Beat A Path

92. Property

25. Address Relationships

59. Both Ends Meet

93. Proparty

26. Address Too

60. Making Ends Meet

94. Join

27. Power In Numbers

61. Interact Ave.

95. Connect

28. Power In House Numbers

62. Homemade Blv.

96. Running A Tight Ship

29. Public Numbers

63. Homemade Relationships

97. Fellowship

30. Public Domain

64. Door to Door

98. Relationship

31. A Numbers Game

65. Door Prize

99. Go The Extra Yard

32. A Name Game

66. Rapport Due

100. The Extra Mile

33. Safety In Numbers

67. Return To Sender

34. Numbered In The Thousands

68. Inviting Friends

First round for thumbnail and digital logo iterations.

STEPS

II STEPS

STEPS

steps 2Steps

two steps

2 steps

ST EPS

STEPS

2S twosteps

Steps

Steps II

STEPS

two steps

2 STEPS

Experimentation of the number two leading up to the final logo.

steps

2 steps

2 2

2 75

The website sitemap and wireframe form the structure of the site.

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Checking Doorhangers Savings Tips & quiz Summaries Transactions e-statements

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Checking Newspaper Savings Web exposure Summaries Transactions e-statements

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Checking Overview Savings History Summaries Contact Transactions e-statements

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TWO STEPS

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DOORHANGERS Download your Two Steps doorhanger here. Itâ&#x20AC;&#x2122;s ready for you to print and personalize. For best results print on cardstock or thick paper. You may want to cut a diagonal slash and circle at the top to prepare it for hanging. You can also keep it as is, to carry with you on the annual Two Steps Day.

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User personas allowed the website to adhere to the specific needs of its audience range. Randy Willard Age: 62 Location: Saginaw, MI Computer: Windows PC, cable modem Browser: Firefox Web use: Email, banking, and renal sales for around two hours a week. Likes: Downloadable documents and photos, clean layout, and direct links. Dislikes: Numerous options, advertisements, and unexpected errors. Personal benefit: As a farmer, good neighbors form tight bonds when workers are low or equipment needs fixing. Those bonds turn into “at the drop of a hat” favors done by friends and act as lifelines when times are hard.

Erica Landry Age: 17 Location: Saginaw, MI Computer: Mac, wireless Browser: Safari Web use: Email, ordering, social networking, school for about 15 hours a week. Likes: Effective search engines and fast loading. Dislikes: Unlabelled pdf documents and clutter Personal benefit: I move around a lot and getting settled in to a new neighborhood each time is difficult. Everyone seems to know each other already so it is hard to feel at home. Two Steps could be a good excuse for neighbors to reach out and not make it awkward.

Two Steps: Brand Identity Manual â&#x20AC;˘ Designer: Kathryn Bell