Hi there, I’m Kathryn Bell
2012 PORTFOLIO Media Print, brand identity, environmental graphics, UX, interfaces and development Challenge Communicate to a target audience both visually and verbally. Solution Conceptually and functionally applied critical thinking, research, and marketing throughout each design solution.
Getting two steps closer to sincere relationships.
TWO STEPS BRAND IDENTITY Audience Neighbors across the country within suburban, urban, commercial, and rural communities. Media Identity, print, environmental graphics and web Challenge Rebrand an existing nonprofit organization and apply the identity across multiple media platforms including print and digital collateral. Solution Two Steps is a nonprofit organization promoting the real importance of community relationships, bringing neighbors two steps closer to positive communities. Based on Gestalt psychology, the broken connection points of the logo mark create a visual want for a unified whole and embodies the promise of Two Steps’ intended experience—to not only be connected, but to feel connected in one’s own community.
steps
steps Closer to suburban communities
steps
steps Closer to community
Closer to urban communities
steps Closer to commercial communities
steps Closer to rural communities
Secondary marks  Due to the flexibility of the tagline, the signature acts as the mark does and becomes customizable. The secondary marks allow the brand to resonate with specific targeted audiences by the four broken sections representing: suburban, urban, commercial, and rural communities.
Suburban
Urban
Commercial
Rural
Bike spoke accessories  They become conversation starters, carrying out the goal to initiate conversation while bringing awareness to the brand. Each accessory is taken from one of the four sections that make up the number two of Two Steps.
I live in a commercial area.
I live in an urban area.
steps
Two steps closer to: Write your name or a neighborly trait.
Door hangers  They work as ice-breakers when introductions take place between neighbors on Two Steps Day. Participants simply knock on the door and remind neighbors of the door hanger they left a day or two earlier.
I live in a Icommercial live in a ruralarea. area.
steps steps
steps
Two steps closer to: Write your name or a neighborly trait.
I live area.area. I liveininana urban suburban commercial area.
Two Twosteps steps closer closerto: to: WriteWrite youryour name or a or neighborly trait.trait. name a neighborly
I live inI live a rural area. in an urban area.
steps steps
steps steps steps
Two steps Two steps Two steps closer to: closer closerto: to: Write your name or a neighborly trait. trait. WriteWrite youryour name or a or neighborly name a neighborly trait.
I live in a Isuburban area. live in a rural area.
Two steps Two steps closer to: closer to: Write your name or a neighborly trait. Write your name or a neighborly trait.
I live in a suburban ar
steps steps
Two Twosteps steps closer closerto:to: 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 pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
I pledge to extend a hand of friendship to ato a I pledge to extend a hand of friendship neighbor onon mymy block or or in my community neighbor block in my community onon Saturday, May 21,21, 2012. Saturday, May 2012.
I pledge to extend a hand friendship to ato ato a I pledge to extend a hand of friendship I pledge to extend aof hand of friendship neighbor on my block or inormy community neighbor on on my block in community neighbor my block or my in my community on Saturday, MayMay 21,May 2012. on on Saturday, 21, 21, 2012. Saturday, 2012.
I pledgeI pledge to extend a hand aofhand friendship to a to a to extend of friendship neighbor on my block in myorcommunity neighbor on myorblock in my community on Saturday, May 21,May 2012.21, 2012. on Saturday,
I pledge to extend a hand of friendship to a to a I pledge to extend a hand of friendship neighbor on myonblock or in my neighbor my block or incommunity my community on Saturday, May 21, 2012. on Saturday, May 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 is my address:
Here is my address: Here is my address:
Here isHere my address: Here is my address: is my address:
Here isHere my address: is my address:
Here Here is myisaddress: my address:
Here is my address:
steps
steps
steps
Closer to community
Closer to community
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.
steps
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%.
Closer to community
steps
Two Steps P.O. Box 5747 Saginaw, MI 48603-5747
Phone 989-392-6518 Website www.twosteps.org Address P.O. Box 5747 • Saginaw, MI 48603
Regards,
Rhonda Webb
Donald O’haire 3455 Willow Street Saginaw, MI 48603
steps Closer to community
Rhonda Webb Founder
P.O. Box 5747 • Saginaw, M • 48603-5747 • www.twosteps.org • 989-392-6518
Business system The business cards use community patterns so each person who has a business card in their name can personalize the back with their hometown pattern.
Brochure  The roll fold shell acts as a folder with the organization’s basic information to be printed off in bulk, stored, and saved for inserts. The 3.5" x 7" inserts make for easily updated information, resulting in cost effective flexibility. The pockets shown hold personal stories regarding impactful neighborhood experiences.
steps Participate
Newsworthy
About
Two Steps closer to safety
Two Steps closer to comfort
Two Steps closer to rapport
Annual Event It kicks off at your front porch. The motive is to simply be friendly to a neighbor and turn strangers into friends. Two Steps Day The Saginaw City Council issued a proclamation designating one day in May as Two Steps Day within the city of Saginaw. Visit www.twosteps.org for this year’s event date information. It is a nation-wide campaign to promote a day of community awareness and support positive change in our neighborhoods.
Blog
Two Steps closer to opportunity
Welcome Neighbor! The goal of Two Steps is to motivate people to return to the “old fashion” concept of neighborhood friendliness and strengthen partnerships among community blocks. Two Steps strives to eliminate the common feeling of isolation, believing it’s not enough to be connected, it’s about feeling connected in one’s own neighborhood. 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.
Door hangers are distributed to the public in order to initiate the event on their own blocks.
Website TwoSteps.org provides neighborhood blogs, news and exposure updates, interactive quizzes and its nonprofit overview. Event information, downloadable attachments, and fundraising information are also available. Bloggers have displayed icons associated with their community type, using secondary logo marks.
Mobile application  Connects users with local businesses closest to them.
Comparing and contrasting comfort levels within Big Rapids.
ONLINE MAGAZINE SPREAD Audience College students, house hunters, and newly relocated residents Media Digital magazine Challenge Supply the photography, content, and design for a four spread magazine article. Solution Lonny Magazine holds the four cohesive magazine spreads. The pages are designed to amplify the concept of comfort in relation to environments. A compare and contrast concept is carried through each spread integrating a venn diagram with contrasting photography to strike contrasting emotions. The article moves from interior macro textures, providing home decor advice and moves toward exterior environments, providing house hunting advice.
15
Creating the creditability of always being aware.
EUROPEAN NICKEL MINING CSR Audience European Nickel employees, government, local authorities, and civil society Media Brochure, pdf, and website Challenge Organize a data rich CSR report into a digital pdf document, brochure, and website. Solution Being a global company, there are large amounts of land to oversee and many levels of interest within that land. Therefore, the concept revolves around a satellite radar interface which creates the creditability of always being aware.
Digital pdf  Case study and environment specific. Brochure  Region, stakeholder, and shareholder specific.
Heap Leach Technology Decreases:
Truck movement on roads due to proximity of mines.
CO2
Man-made carbon dioxide emissions significantly more than the conventional smelting process used by other mining companies. The burning of fossil fuels due to its sulphuric acid conversion method providing enough energy so fossil fuels don’t have to. Contaminated ground-water and surface water by aiming to achieve zero discharge in its operations, untreated process and domestic wastewaters.
Website  Bringing the radar concept to life, digitally, interactive radar circles act as navigation to its headquarters and three operation locations. Locals within each operation can view their area’s current progress and access information about the operating company, European Nickel.
Revealing a plant’s unexpected danger. Cambridge Flatware can enhance any dining experience.
INVASIVE PLANT POSTER SERIES Audience Campers, hikers, gardeners, and those associated with pastures and wetlands Media Print Challenge Communicate the prolific threat of invasive plants. Solution Identifiable plant imagery is shaped in the metaphorical weapon associated with its unique invasive characteristic that threatens native habitats. The posters are displayed where they can be applied to the lives of flower shop customers and nature center visitors.
Enhancing any dining experience.
CAMBRIDGE FLATWARE Audience Middle class, male and females Media Packaging and web Challenge Conceptually and functionally build a promotional site paired with its distinguished four series packaging. Solution Tabletop photography emphasizes the product’s strength to adapt to and enhance any dining experience. Packaging includes representative icons used to identify the product at any shelving angle if the product itself is not exposed.
Promotional website  The object of the interactive game is to learn correct table setting usage. To play, viewers simply choose the correct silverware utensil for the displayed meal and have the option of choosing their own tabletop.
Beginning and starting again, like the seed of the White Pine.
FREDERICK MEIJER WHITE PINE TRAIL Audience Volunteers, members, permanent and visiting families along the trail Media Identity and print Challenge Rebrand the Frederick Meijer White Pine Trail Linear State Park and apply the identity across multiple print pieces. Solution Emphasis is put on the trail’s 92 mile long accessibility and access to seasonal accommodations. The trail acts as the seed of Michigan’s White Pine by its continuous cycle to begin and start again. To bring awareness to each season’s contribution to the trail, postcards and newsletters are designed accordingly.
Newsletters  Quarterly newsletters are mailed and available to members of the White Pine Trail at the beginning of each season. Postcards  Each contain annual event information specific to each season.
Experiencing the world through Detroit’s culture.
DETROIT RECREATION PROPOSAL Audience Locals and tourists of Detroit, Michigan Media Print and web Challenge Build revenue and vitality throughout the span of Detroit, Michigan using recreational parks. Solution The functional iPad application and website consists of an “around the world in Detroit” proposal and marketing campaign. The parks are strategically located in three major areas responsible for giving Detroit its diverse and historic character: Mexicantown, Greektown and Corktown.
THE DETROIT RECREATION COUNCIL PROPOSES A SERIES OF THREE PARKS
Website  Engaging moodboards and festive visuals are used to bring forth the vision of the three parks. Mapquest and comment options are available for each park.
SUMMER 2012
EXPERIENCE GREECE IN D ETROIT DETROIT RECREATION PROPOSAL www.DetroitRecreation.com
Grand Opening Park Crawl
Grand Opening Park Crawl | July 2012 | Detroit, Michigan
G
G 4 D
Print material  The culturally themed and centrally located recreation encourages both residents and visitors to travel throughout multiple Detroit areas.
S R 2012 SUMMER
ER EN EXPERIENCE
C
Grand Opening Park Crawl | July 2012 | Detroit, Michigan
Grand Opening Park Crawl | July 2012 | Detroit, Michigan
GREEKTOWN
$15 Free
Greektown Casino 400 Monroe Street Detroit, MI 48226
Casino cash-card
SUMMER 2012 S R 2012 SUMMER
EXPE ER ENRIENCE EXPERIENCE GREECE IC IN N IN MEXICO DOIT ETROIT DETROIT
SUMMER 2012
CORKTOWN O'Reilly’s Pub 1438 Michigan Avenue Detroit, MI 48216
DETROIT RECREATION PROPOSAL DETROIT RECREATION PROPOSAL www.DetroitRecreation.com www.DetroitRecreation.com
EXPERIENC E IRELAND 15% IN DETROIT Off DETROIT RECREATION PROPOSAL O www.DetroitRecreation.com
MEXICANTOWN El Sombrero 4669 52nd Street Detroit, MI 48210
2 lunch entres
20% Off
Breakfast entres
Grand Opening Park Crawl | July 2012 | Detroit, Michigan
Grand OpeningMichigan Park Crawl | July 2012 | Detroit, Michigan Grand Opening Park Crawl | July 2012 | Detroit,
GREEKTOWN Greektown Casino 400 Monroe Street Detroit, MI 48226
$15 Free
Casino cash-card
S R 2012 SUMMER
ER EN EXPERIENCE
CORKTOWN
Bettering the students by brightening their future together.
MINDSHARE 2012 Audience Attendees, donors, and all Grand Rapids Michigan Public School students Media Print, digital, and environmental graphics Challenge Build collateral for the Grand Rapids Student Advancement Foundation’s annual fundraising event, MindShare. A production timeline and client budget must be followed. Solution The star concept emphasises the bigger picture of working together to create an impact for everyone involved. Bettering the students’ education is the primary message while bringing forth their potential through collaboration with the community. The fundraising event invites attendees to “become a part of something bigger”.
Tristan, Hailey, Braden
Ricky and Charlie GRPS Students
Tuesday April 24, 2012 Become a part of something bigger. Please join the Student Advancement Foundation as we celebrate the amazing constellation created by bringing our students and the community together. Payment Information
Guest Information
Name
List your guests’ names as they should appear on name tags and please notify us as soon as possible if your guest list changes. 1.
Street Address
3.
Phone
4.
5. 6. 7.
Please make checks payable to: Student Advancement Foundation
8.
Please invoice me Visa
or
MasterCard
9. 10.
Card #
Convenient parking is located under the convention center. The ramp entrance is on Michigan Street, across from the post office.
2.
City, State, Zip
Please bill to:
DeVos Place Steelcase Ballroom 303 Monroe Avenue nw Grand Rapids, mi 49503
Exp. Date
Cardholder Name Billing Address (if different from previous)
Business casual attire
I am pleased to support the students of Grand Rapids Public Schools at the following level:
For more information about MindShare or the SAF, please visit our website at www.grsaf.org
The North Star $10,000 The Big Dipper $5,000 The Little Dipper $2,500
5:30 pm Reception opens with hors d’oeuvres and cash bar. 5:30–7:45 pm Silent auction of professionally framed, original Grand Rapids Public Schools student artwork. All proceeds benefit the arts programs of grps. 7:00 pm Dinner is served. 7:45 pm Program begins.
Orion's Belt $1,500 Gemini $100 per ticket I would like to purchase
individual tickets.
RSVP by April 13 to Alyssa Morillo Scheidt I am unable to attend Return by mail Fax to (616) 988-5419 Please accept my contribution of $ to the saf. Email alyssa@grsaf.org Call (616) 988-5430, ext. 3 Joan P. Secchia Sustainability Fund I would like to make a donation of $ to the Joan P. Secchia Sustainability Fund in support of the saf’s on-going operations. RSVP for MindShare by April 13!
Save-the-Date Introduces a glimpse of the concept. RSVP Introducing the power of student photography. Digital invite Mindful that this is the only pre-event piece guests may see.
© 2012 Grand Rapids Student Advancement Foundation Design: Graphic Design Program, College of Business, Ferris State University Photography: Brian Kelly Photography & Film Kelsey GRPS Student
BRIGHTER TOGETHER
Shangawa, Cashmir, and Ricardo GRPS Students
MindShare 2012 Host Committee Co-Chairs Karen Custer Rebecca Knack Kathy Lloyd Bert Bleke Joseph Crawford Kellie Dean Laurie Gardner Art Gray Leah Hooks Kyle Irwin Sue Jandernoa Elizabeth Murray Kathleen Schiefler Joan Secchia Julie Towner Curt Wells
Become a part of
something bigger
MindShare 2012 April 24 DeVos Place
Steelcase Ballroom 303 Monroe Avenue NW Grand Rapids, MI 49503
professionally framed, original grps student artwork. All proceeds benefit the arts programs of Grand Rapids Public Schools.
5:30–7:45 pm Silent auction of
5:30 pm Reception opens with hors d’oeuvres and cash bar.
7:00 pm Dinner is served. 7:45 pm Program begins. Business casual attire
Questions? Contact Alyssa Morillo Scheidt: alyssa@grsaf.org or 616.988.5430 ext.3
Maliqki and Charlie grps Students
BOTTOM
The Grand Rapids Student Advancement Foundation believes all the stars in our community deserve the chance to reach their full potential. Thanks to the unparalleled generosity of our friends and supporters, we’re working each day to provide Grand Rapids Public Schools students the tools and enrichment experiences they need to shine. Please join us for an evening of celebration and inspiration—an evening of shining stars! Honorary Directors Doug and Maria DeVos* Rich and Helen DeVos* Fred and Linn Keller* Judge Benjamin Logan David and Linda Mehney* Lena Meijer* Dr. Juan Olivarez Charles and Stella Royce* Peter and Joan Secchia* Peter Wege*
Ex Officio Teresa Weatherall Neal Dave Clark Paul Helder Senita Lenear
We are brighter together. Come help us shine. Score and Fold
Board of Directors President Lynn Afendoulis Vice President Fund Development Karen O’Donovan Vice President Projects and Programs Jon March Secretary Rob Carpenter Treasurer Kiki Lown In Memoriam Peter Cook* Fred Meijer* Tom Shearer Casey Wondergem Executive Director Susan Heartwell *Founding Scholars
111 Library NE, Grand Rapids, MI 49503 · 616.988.5430 · www.grsaf.org © 2012 Grand Rapids Student Advancement Foundation Design: Graphic Design Program, College of Business, Ferris State University Photography: Brian Kelly Photography & Film
Invitation The keepsake poster invitation allows local businesses to publically display their support of The Student Advancement Foundation. The galaxy chart poster also serves the purpose of displaying donation information in an impactful way.
Emily Alemán-McAlpine Jim Ayres Phil Biggs Tony Campbell Karen Custer Maria DeVos Ben Emdin Carla Grant Art Gray David Hooker Rebecca Knack Kathy Lloyd Kathleen Maine Tempy Mann Lupe Ramos-Montigny Joan Secchia Amy Turner-Thole Robert White
TOP
BRIGHTER TOGETHER
Score and Fold
Arts
You’ll help provide the necessary supplies and priceless enrichment opportunities for budding artists in grades 1 through 7.
Math & Science
You’ll ensure that students have access to graphing calculators with updated technology and science applications when they need them.
You’ll provide students the equipment and activities they need to be active and healthy.
Physical Wellness
MindShare 2012 DeVos Place, April 24
Environmental Education
You’ll help support environmental education for 3rd, 6th and 9th graders at Blandford Nature Center.
Literacy
You’ll help nurture students’ love of reading with your purchase of books to maintain their school library.
The North Star
The Big Dipper
The Little Dipper
Orion’s Belt
Gemini $10,000 Sponsorship Level
$5,000 Sponsorship Level
$2,500 Sponsorship Level
$1,500 Sponsorship Level
$100 Individual Tickets
Top recognition onstage, in all communications and materials, a premier table for 10 for you and your guests and a host table for 10 GRPS educators.
Recognition onstage, in all communications and materials and a premier table for 10 for you and your guests.
Recognition onstage, in our printed program and a table for 10 for you and your guests.
Recognition in our printed program and a table for 10 for you and your guests.
BOTTOM TOP
Door decals Guests can easily spot the correct door to enter from by the large friendly star greeting quests with a warm welcome. Elevator Reflective silver vinyl carries through the idea that “you” are along side the students, brightening their futures and enriching their education.
Banners  The banners are seen on stage in the Grand Ballroom. T-shirts  Students are seen wearing the t-shirts during an event performance.
BRIGHTER TOGETHER
A special thanks to our stellar supporters We are profoundly grateful to these stars for supporting MindShare 2012 and the students of our community. $10,000 The North Star
$2,500 The Little Dipper
$1,500 Orion’s Belt
Amway
Universal Forest Products, Inc.
Norris, Perné & French LLP
Steve & Cindy Van Andel Foundation
Orion Construction Co. Inc.
Doug and Maria DeVos Rich and Helen DeVos Peter and Joan Secchia $5,000 The Big Dipper
Jim and Nancy Ayres Clark Hill PLC Dean Transportation Klopcic Family Foundation Veldheer, Long, Mackay & Bernecker Group of Merrill Lynch Wolverine Worldwide $2,500 The Little Dipper
Blue Cross Blue Shield of Michigan Custer
Wells Fargo Insurance
Nucraft Dan Pfeiffer Auto Group PNC Bank
$1,500 Orion’s Belt
Rockford Construction
Aquinas College
Seyferth PR
BDO USA, LLP
Nick and Amy Thole
Betz Industries
TowerPinkster
Comcast
Triangle Associates, Inc.
Davenport University
Williams Group
Fifth Third Bank
Williams Kitchen & Bath
Grand Rapids Community College
Additional Sponsors
Grand Valley State University
Cascade Engineering
Doris Heartwell
Creative Displays & Marketing
Christine DiMaria Design
Huntington
Kendall College of Art and Design of Ferris State University
Mike and Sue Jandernoa
Kentwood Office Furniture
John and Nancy Kennedy
Jack and Rita Kirkwood
Ferris State University Graphic Design Program
Mike and Kiki Lown
Lake Michigan Credit Union
Flexco
McGarry Bair PC
Legacy Trust
Ralph W. Hauenstein
Meijer
Mercantile Bank of Michigan
Spectrum Health
Miller Johnson, Attorneys and Counselors
MSU Alumni Club of West Michigan
Ernst & Young
Steelcase Inc.
Cynthia Kay & Co. Eastern Floral
RoMan Manufacturing Inc.
MLive and The Grand Rapids Press
Projection Flashing words cycle through, reminding guests of the event’s purpose. Event program The program gives credit to all the donors and SAF board.
BRIGHTER TOGETHER Students
+
Back Side
BRIGHTER TOGETHER
ck Side
( Your name )
Students
Brighter Together
BRIGHTER TOGETHER
ore/fold
I would like my donation to support:
+
( Your name )
Brighter Together
BRIGHTER TOGETHER
Score/fold Score/fold
Payment information:
I would like my donation to support:
The Arts
Payment information:
The Arts Name
Literacy Environmental Education Math, Science, and Technology Joan P. Secchia Sustainability Fund Principals’ Student Support Fund
Name
Literacy Environmental Education
Street Address
Physical Wellness
Street Address
Physical Wellness Math, Science, and Technology
City, State, Zip
Joan P. Secchia Sustainability Fund Principals’ Student Support Fund
Phone
Where Needed Most
City, State, Zip Phone
Where Needed Most Email
Donation amount $
You can also give online at www.grsaf.org
ore/fold
Donation amount $
You can also give online at www.grsaf.org
Score/fold Score/fold Please make checks payable to: Student Advancement Foundation
Card # Cardholder Name
Visa
or
MasterCard
Please bill to:
Exp. Date Billing Address (if different from previous) Thank you for attending MindShare and for your support of the youth City, State, Zip of Grand Rapids Public Schools.
Cardholder Signature
Score/fold Please make checks payable to: Student Advancement Foundation
Cardholder Name
Please invoice me
111 Library NE, Grand Rapids, MI 49503 · 616.988.5430 · www.grsaf.org © 2012 Grand Rapids Student Advancement Foundation Design: Graphic Design Program, College of Business, Ferris State University
Pledge card The pledge card brings the connection of community + students full circle.
Visa
Card #
Cardholder Signature
Score/fold
Please bill to:
Score/fold
or
MasterCard Exp. Date
Billing Address (if different from previous) City, State, Zip Please invoice me
Score/fo
Thanks, stay in touch kathrynbelldesign.com
twitter.com/kathrynbell
kathrynbelldesign@gmail
517.648.4361