Girls Incorporated: Campaign Project Book
Quote First Lady “If the talent of one girl goes unrecognized, if one girl’s dreams go unrealized, if one girl is denied opportunities for reasons that have nothing to do with her talent or character or work ethic, then we all miss out, we are all diminished.� ~Mrs. Michelle Obama
Overview About Girls Inc. Girls Inc. inspires all girls to be strong, smart, and bold through life-changing programs and experiences that help girls navigate gender, economic, and social barriers. Research-based curricula, delivered by trained, mentoring professionals in a positive all-girl environment equip girls to achieve academically; lead healthy and physically active lives; manage money; navigate media messages; and discover an interest in science, technology, engineering, and math. The network of local Girls Inc. nonprofit organizations serves 136,000 girls ages 6 - 18 annually across the United States and Canada. Headquarters:
Website: http://www.girlsinc.org
120 Wall Street New York, NY
Industry: Nonprofit Organization
10005 United States
Company Size: 11-50 employees
Ta ble of Content s
Part 1
Part 2
Research
Development
Quote . . . . . . . . . . . . . . . . . . . . . . 4 Overview . . . . . . . . . . . . . . . . . . . . . 6 Abstract . . . . . . . . . . . . . . . . . . . . .12-13 SWOT Analysis . . . . . . . . . . . . . . 14 Target Demographic . . . . . . . . 15 Creative Brief . . . . . . . . . . . . . .16-17
Competition . . . . . . . . . . . . . 20 Design Research . . . . . . . . . . . . 21 Mood boards . . . . . . . . . . . . . . 22 Design Toolbox . . . . . . . . . . . 23 Logo Development . . . . . . 24-25
Girls Incorporated l Campaign Project Book
Part 3
Part 4
Style Guide
Solutions
Logo Standards . . . . . . . . . . . . . . 28 Logo Variations . . . . . . . . . . . . . 29 Logo Clear Space . . . . . . . . . . . . 29 Logo Usage . . . . . . . . . . . . . . . . . 30 Logo Misuse . . . . . . . . . . . . . . . . 30 Color Palettes . . . . . . . . . . . . . . . 31-33 Typography . . . . . . . . . . . . . . . . . 34 Textures . . . . . . . . . . . . . . . . . . . . 35 Imagery . . . . . . . . . . . . . . . . . . . . . 36 Voice & Tone . . . . . . . . . . . . . . . 37
Websites . . . . . . . . . . . . . . 40-42 Mobile App . . . . . . . . . . . . . . . . 43 Video . . . . . . . . . . . . . . . . . . . 44-45 Music . . . . . . . . . . . . . . . . . . . . . 46 Digital Billboard . . . . . . . . . . . . . 47 Package & Products . . . . . 48-52 Vehicle Wrap . . . . . . . . . . . . . . . 53
Other Information The Designer . . . . . . . . . . . . . . . 56 References. . . . . . . . . . . . . . . . . . 57-61 Girls Incorporated l Campaign Project Book
Part 1 Abstract . . . . . . . . . . . . . . .. . . . . . 12-13 SWOT Analysis . . . . . . . . . . . . .14 Target Demographics . . . . . . . . . 15 Creative Brief . . . . . . . . . . . . . 16-17
Research All designers are familiar with the creative process, but incorporating research methods into the practice of visual communication presents new challenges. Take a closer look at how research and process have been integrated and how the findings are articulated to the client. Girls Inc. is currently at a lower ranking than several of their competitors within the nonprofit at-risk organizations for youth, according to 3,012
experts who have provided reviews of the top 560 nonprofits across 36 causes on myphilanthropedia. org. There are many factors as to what can cause a company/organization to become unrecognizable. It could be the logo or logo type used that is mediocre and does not stand out, the marketing or lack there of and much more.
Abstract
G
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irls Inc. is a nonprofit national get to know one another on the organization that was formed Girls Inc. Online website, which is an addition to the main website. in 1864 in New England as a Strategically planned with the result of the Industrial Revolution use of creative techniques and Their mission is to inspire only tools of the trade, at-risk girls to the Girls Inc. brand be strong, smart will undoubtedly and bold through become highly life-changing recognized programs and throughout many experiences households and Their vision is to reach more atempower all girls risk girls in the that they interact process. With the with, through newly designed research-based brand identity, Girls programs that Inc. will have the promote positive ability to rise above changes. Girls their competitors Inc. has a focused The Early Years and make a bigger leadership that difference in the continues to care lives of all girls that are affiliated for, nurture and teach young girls to become bold successful women. with the organization. The new and improved brand will continue They are dedicated to giving all to communicate the brand’s girls a place where they can feel vision. It will also equip Girls Inc. comfortable, create profiles and
Girls Incorporated l Campaign Project Book
with more confidence in moving forward within the nonprofit organizations in efforts to gain more funding for future researchbased programs. By rebuilding the Girls Inc. brand, not only will it increase their sales and sponsorship but, it will also provide a broader view of how the organization can help an at-risk girl to realize the value and importance of raising ones confidence, self esteem and strength through their various empowering programs that have been very effective. Despite the stigma about girls not being able to do certain things, look a certain way or conduct themselves in a certain manner because they are girls, the leadership at Girls Inc. is determined to rid the world of that mark that has been placed on girls since the beginning of time. Girls Inc. has been quite
successful in removing that fear from many girls by empowering them through specific programs, which teaches them they can do and be anything that they set their minds to. The rebranding of Girls Inc. is very important because they do not have the recognition in which they truly deserve. The goal is to reintroduce the brand to a different target group of at-risk girls from the age of 12 to 18. This is not to exclude the other ages of six to 11. They tend to be more aware of newly developed changes as well as wanting to be a part of something different. Not only will the
redesign of the Girls Inc. Online website capture their attention but it will also capture the attention of their parents, which is the secondary target group. Girls Inc. Online is a website for girls where they can go and create a profile with an avatar, set and share goals, watch videos about the amazing things girls and women have accomplished and much more. Girls Inc. is committed to maximizing their resources in benefit of the girls and, efficient use of their funding (84%) goes toward the programming.
Programming 12% 84% 4%
Fundraising Management & General
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Swot Analysis S
O
trengths • Age-based self-defense classes • Research-based programs • Gender specific mission
W
eaknesses • Marketing • Lack of strong fundraising • No agreement on identity
pportunities • Federal money availability • Partnership w/women leaders • Expand & market brand
T
hreats • Struggling economy • Lack of brand positioning • Competitors
Positioning and Value Proposition To capture the essence of the youth and power in hand to shape a better life. By raising the awareness of the empowering programs that Girls Inc. has to offer, programs that work, this will elevate the brand to a higher level so that the brand can gain the welldeserved recognition for years to come.
Strategy for Promoting the Brand (Big Idea) Bring the “Girls Inc. Online” website to the forefront. The need for this is to pull the Girls Inc. Online website out from underneath the main website to give it the exposure it should have. Parents will be the secondary target audience so they can get involved and also know the progress of their child.
Sustainable Competitive Advantage Girls Inc. takes pride in their leadership and the fact that they maximize their resources in benefit of the girls they serve and the efficient use of their funding. 84% of their expenses goes directly to programming.
To reintroduce the brand into the households of young at-risk girls, ages twelve to eighteen.
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Bring the hidden strengths of the brand forward that will grab the attention of a new target audience of girls, ages 12-18.
Target Demographic Alicia: Age 13
Isabella: Age 17
Target audience profiles, also known as personas, are made up characters to help with determining the goals and desires for the brand. They are also used for the design process so that the designer does not get his/her personal Gender: Female Educational Level: 7th Grade Income: $10 per week Occupation: Student Family: Parakeet named Blueberry Social Life: Makes beaded necklaces & plays Candy Crush Saga Social Media: Facebook Cultural: Music by Justing Beaver and loves art Political: None, does not understand, like or talk about politics Ethnicity: Caucasian Personal Values: 2 yr. old brother, mother, friends & bird Clubs/Tribes: Samsung Smart Phone Faith/Religious Beliefs: Christianity
opinion mixed up with the target. The target audience for Girls Inc. consists of only girls from age 12 - 18. Below are the names and backgrounds of these personas to establish why they would be suitable candidates for the brand. Gender: Female Educational Level: 11th Grade Income: $420 bi-weekly Occupation: Sales Person Family: 1 year old daughter, mother, father, twin brother, 2 sisters, and a grandmother Social Life: McDonald’s, playground, shops at Forever 21 Social Media: Facebook Cultural: Hip-Hop music Political: Child support laws/welfare Ethnicity: Latino Personal Values: Her entire family especially her 1 year old daughter. Clubs/Tribes: iPhone Faith/Religious Beliefs: Catholic Girls Incorporated l Campaign Project Book
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Creative Brief
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Project Synopsis: This nonprofit organization is deserving of a higher ranking as well as the recognition from the surrounding communities. The problem with the Girls Inc. organization is that the impact of what they do and how they have helped many girls achieve their goals through the research-based programs, is not advertised in an outwardly manner. The solution to this problem is to rebrand the company with a new target audience of atrisk girls from age 12-18. It will entail the following: a redesign of the current logo with a symbol incorporated and a new tagline; print media, advertising media, marketing media and finally, bringing forth the unique programs that are used for empowering all girls and to educate other readers as well. Strategically planned with the use of creative techniques and tools of the trade, the Girls Inc. brand will undoubtedly become highly recognized throughout many households and reach more at-risk girls in the process. With the newly designed brand identity, Girls Inc. will have the ability to rise above
Girls Incorporated l Campaign Project Book
their competitors and make a bigger difference in the lives of girls that are affiliated with the organization. The new and improved brand will continue to communicate the brand’s vision. It will also equip Girls Inc. with more confidence in moving forward within the nonprofit organizations in efforts to gain more funding for future research-based programs. Primary Service(s): Research-based programs (age appropriate): Career and Life Planning Culture and Heritage Health and Sexuality Leadership and Community Action Literacy Math and Science Self-reliance and Life Skills Sports and Adventure Competition: Big Brothers Big Sisters – Ranked #1 Boys & Girls Clubs – Ranked #2 The Y – Ranked #3
Unique Selling Proposition (USP): Girls Inc. is the only nonprofit organization that inspires, informs and empowers “only girls” in a positive all girl environment across the United States and Canada who are at-risk in an era of emotional challenges, social barriers and gender stereotypes. Vision: The vision for Girls Inc. is and has always been to elevate the brand in a grand and distinguishable way. I see the brand with an inviting, vibrant and welcoming look and feel. The look of sophistication is one that will always be remembered and recognized for a very long time. Even though Girls Inc. is currently recognized by the red stenciled and military looking logo, the rebrand will supersede that look and will also be remembered because of the warm inviting colors and most of all, it will have an “only girls” look and feel that will stand out and never be forgotten. Goals: To bring out the importance of the online website for girls. Repositioning the website will enable the target audience to see that it is a place to look forward to by sharing with one another as well as viewing inspiring videos of past successful women. Since creativity plays a huge role in rebranding for every company,
it should always be used with the thought of contributing to a company’s value. There will be a personal looking logo with a symbol; an inviting tone, and color scheme that will remain consistent throughout the entire campaign, new products for the online shop and two more innovative websites; integrating the necessary images into the new look to complete the package. Target Audience: The service is for at-risk girls from the age of 12 to 18 because they tend to be more aware of newly developed changes as well as wanting to be a part of something different (Secondary target group: Parents of the at-risk girls). Tagline(s): Inspires. Informs. Empowers. Image Criteria: The use of imagery is equally as important as color and typography because it will convey a bigger message to the consumer. Images may reveal how an at-risk girl may look and feel when she first comes to Girls Inc. and how she may look and feel after she is inspired, informed and empowered through Girls Inc.
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Part 2 Competition . . . . . . . . . . . . . . . . . . . 20 Design Research . . . . . . . . . . . . . . . 21 Moodboards . . . . . . . . . . . . . . . . . 22 Design Toolbox . . . . . . . . . . . . . . . . . 23 Logo Development . . . . . . . . . . 24-25
Development This is a critical stage of a company/organization rebrand. It entails a great deal of research as well as preparation and information about the competitors.
The idea behind this is to elevate the company above the competitors by starting with a memorable and timeless identifier, which is the logo.
Competition It is important to research the competiton so that you are aware of what you are up against. Having specific information about the competitors will help with narrowing down an effective strategy to elevate the brand.
Similarities to Competitors: After school programs Mentoring programs Character development Differences from Competitors: One-to-one relationships Outcome surveys High educational success
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Similarities to Competitors: After school programs Mentoring programs Character development Differences from Competitors: Game Tech: Introduction to to video & game development Junior Staff: Exploring a career in youth or human services Skill Tech Basic Training: 3 levels of animated lesson in English or Spanish
Similarities to Competitors: After school programs Mentoring programs Character development Differences from Competitors: Christian Principles incorporated into programs 50 Moving Forward (health & well being for adults) Family Time (parents and kids bonding)
Design Research For this Storyboard the images were carefully chosen, positioned in the exact order of the theme and some were slightly manipulated in ways to convey the message of the theme visually. Specifically, the words strong, smart and bold on the t-shirts were replaced
with the adjectives, inspires, informs and empowers. The U.S. and Canadian flags were put together inside of a globe and the girls at risk were blended together to show the different emotional challenges.
1. Girls Inc. is the only nonprofit organization that
2. inspires, informs and empowers
3. “only girls�
4. in a positive all girl environment
5. across the United States and Canada
6. who are at risk in an era of emotional challenges,
7. social barriers and gender stereotypes.
8. Vision of the Girls Inc. brand
9. Typography, Textures and Colors
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Mood Boards The look and feel communicates to the target audience because it is fun, colorful and playful in a way that girls ages 12-18 would be comfortable with.
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It gives a feel of a place for hope and a home away from home; this is what Girls Inc. is known for. This look shows that it is for “only girls.�
Design Toolbox This is a palette of visual elements from which to draw from when creating a multimedia campaign project. Its purpose is to help to maintain consistency
between each medium in the campaign. The design toolbox has been updated with the new logo as well as some of the imagery; for consistency.
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Logo Development A logo is the identifier for a company and it identifies a business in its simplest form via the use of a mark or icon. To understand what a logo is, we must first understand what it is for. There has to be a connection between a company and the logo; that’s what helps consumers remember the company.
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The logo for Girls Inc. should have a sophisticated look, one that belongs to girls as far as the form and color goes. It should have a pleasing look and feel that could be remembered for it’s elegance as well as what it stands for…”Only Girls.”
The chosen logo is a combination of #1, #12, #13, #15, #16 and #18, which were sketched out and carefully thought through. Keep in mind that this is for “only girls,� which differentiates them from their competitors. The final thought was to keep it as
simple as possible and to stay away from complexity. The more detail a logo has, the more information the viewer has to process. A logo should be memorable, and one of the best ways to make it memorable is to keep things simple.
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Part 3 Logo Standards . . . . . . . . . . . . . 28 Logo Variations . . . . . . . . . . . . 29 Logo Clear Space . . . . . . . . . . . 29 Logo Usage. . . . . . . . . . . . . . 30 Logo Misuse . . . . . . . . . . . . . . . . . 30 Color Palettes . . . . . . . . . . . . 31-33 Typography . . . . . . . . . . . . . . . 34 Textures . . . . . . . . . . . . . . . . . . 35 Imagery . . . . . . . . . . . . . . . . . . 36 Voice & Tone . . . . . . . . . . . . . . 37
Style Guide Any branding campaign takes time and effort to develop and over time, properly implemented, can result in the company having a unique expression all its own, which can ultimately deliver handsome dividends. Each individual element of a branding or identity program is a spokesperson for the brand and should consistently communicate what a company is all about. Once the branding program is done it is often handed over to other consultants like
advertisers, other design agencies, photographers and printers who are put to the task of executing the company’s image, its message and its core competencies. But there’s a strong chance that without a comprehensive Style Guide they may not fully understand the brand or how the designer intended the identity program to be implemented. The Girls Inc. brand should always be used as stated below within every guideline.
Logo Standards One of the main functions of a logo is to elicit recogniton. It is an identifier and the core of your coporate identity. It defines and symbolized the character of your company or organization. The Girls Inc. logo is an integrated combination mark that is comprised of four important elements; the name, the stem, which is part of the “g,� the handdrawn signature flower, which is part of the stem, and the tag line. As a whole, these elements must never be modified in anyway.
Flower Explanation Trying to maintain the Girls Inc. brand, design with balance, meaning, a touch of sophistication, and a comfortable look and feel that is inviting; were all factors that motivated the final design.
The stem represents the constant nurturing and mentoring that has been extended to each at-risk girl.
ÂŽ Inspires. Informs. Empowers.
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The flower represents each at- risk girl that has been inspired, informed, and empowered through Girls Inc. The tagline represents the encouragement, the enlightenment, and liberation. As a whole, the stem and the flower together, represents the growth of the company and the lives of each at-risk girl affiliated with Girls Inc.
Logo Variations
速
速
Inspires. Informs. Empowers.
Inspires. Informs. Empowers.
Full Color: This is the primary logo that should be used first and foremost in all possible ways.
Single Color: This logo can be used on very light to white backgrounds for clear focus and legibility.
速 Inspires. Informs. Empowers.
Reversed Color: This logo can be used on dark backgrounds for clear focus and legibility.
LOGO CLEAR SPACE With tagline The clear space (i) is important and is designed to maintain the integrity of the logo. This ensures visibility and legibility. No graphic elements can be used within the clear space. The importance of sizing is to make sure that the logo is positioned correctly across all media at all times.
Without tagline
Inspires. Informs. Empowers.
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Logo Usage 0
1 Inspires. Informs. Empowers.
0
Minimum size usage for stacked version (2in. x 2in.)
Minimum size usage without the tag line is (2in. x 1.7in.)
1
Minimum size usage for flower alone is (1in. x 1in.)
Logo Misuse: DO NOT add a stroke color to flower petals (graphic mark) or to logo.
DO NOT Change logo color under any circumstances.
�
Inspires. Informs. Empowers.
DO NOT Distort (graphic mark or logotype).
Inspires. Informs. Empowers.
�
Inspires. Informs. Empowers.
DO NOT Use logotype without flower (graphic mark).
�
Inspires. Informs. Empowers.
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�
DO NOT Change the size relationship between the logo elements. DO NOT Use logotype without inc., flower, and stem.
�
Inspires. Informs. Empowers.
�
Inspires. Informs. Empowers.
Color Palette Cool and soothing pastel colors of pinks, pale yellows and lavenders will be used to produce a happy and soft tone. Since pink is known to be loaded with historical meaning and is also considered a state of joy, it is appropriate to use since Girls Inc. has a long standing history. Pinks and purples seem to be the colors known specifically for girls and are colors that
are pleasant to the eyes if they are used in the right way. Pale yellow will only be used as a layer color underneath another color to acquire a contrast for a specific look. Considering that purple is also known as a color for girls, it would be fitting to incorporate it into the color scheme but by using it as a lighter version for a lavender color.
#D8599B Pantone 674 C
#B899C8 Pantone 522 C
#F5E67B Pantone 602 C
#FFFFFF Pantone 663 C
C - - - 11% M - - - 79% Y - - - - 3% K - - - - 0%
C - - - 27% M - - - 41% Y - - - - 0% K - - - -0%
C - - - 5% M - - - 4% Y - - - - 4% K - - - - 0%
C - - - 0% M - - - 0% Y - - - - 0% K - - - - 0%
R - - - - 216 G - - - - 89 B - - - - 155
R - - - - 184 G - - - - 153 B - - - - 200
R - - - - 245 G - - - - 230 B - - - - 123
R - - - - 255 G - - - - 255 B - - - - 255
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Secondary Colors: Girls Lounge
Sophisticated Striped Pattern used for the Girls Lounge Website
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Secondary Colors: Girls Shop
Elegant Awning with Striped Pattern for the Girls Shop Website
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Typography Great Vibes was chosen for the logo and for its sophistication.
was chosen for the tag line and the “inc” because it fits well with the font for the logo when sheared at a 15% angle, horizontally. was chosen for the heading because of the serifs and the strong look and feel it possesses.
Noto Sans, Bold was chosen for the sub headings because it has a secondary strength to it that is perfect for a sub heading; it is thick but not too thick. Regular was chosen for the body copy because of its legibility and crispness it holds. This type of font is needed within the body copy so that there is fluidity when reading.
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Textures & Patterns This signature collection is a mixture of the different color flowers within the logo (Word ark) that are used with or without dashed or plain argyle lines to form a Signature #1
Signature #2
pattern. These patterns are to be used for the signature collection of products that will be sold in the Girls Shop (online store). #1
Signature #3
#2 The 3 floral swatches are texturized with sandstone, burlap, and canvas. They can be used as an accent or decoration to enhance a look. Flowers (graphic marks) can be placed on background to achieve certain looks. #3
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Imagery The use of imagery is equally as important as color and typography because it will convey a bigger message to the consumer. Images can be incredibly powerful and compelling tools of communication, conveying not only information but also moods and emotion. Several images of different girls, within the age range of the target audience, will
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be arranged as needed throughout the website along with personal statements from various girls on how they feel about the organization and their accomplishments. Other imagery that will be acceptable may consist of girls receiving an award of some sort, or a girl advocating for herself, and she is confident; inspired, informed, empowered.
Voice & Tone A company needs to project the same unified message.
It must be memorable, identifiable, and centered on the customer.
Voice: Personality of the Girls Inc. brand.
Tone: Mood of the Girls Inc. brand.
Girls Inc. is a comfortable place where at-risk girls across the United States and Canada can go to escape the outside things that are going on. When describing the brand, it is important to incorporate the key tenets, inspires, informs, and empowers at all times; this is the essence of the brand.
Girls Inc. is appealing, inviting, and comfortable, with a touch of sophistication and elegance. The colors are pastel and are visually pleasing to girls of many different ages. The new brand has a tasteful look and feel that will be remembered as the nonproft organization known for “only girls.�
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Part 4 Websites . . . . . . . . . . . . . . . . . . 40-42 Mobile Apps . . . . . . . . . . . . . . . . . . 43 Video . . . . . . . . . . . . . . . . . . . . 44-45 Music . . . . . . . . . . . . . . . . . . . . . 46 Digital Billboard . . . . . . . . . . . . . . 47 Package & Products . . . . . . . . 48-52 Vehicle Wrap . . . . . . . . . . . . . . . . 53
Solutions A redesign geared towards a new target audience of at-risk girls, a new logo and tag line, print, advertising, marketing. There will also be a whole new look for the main website and two other linked sites attached to the main site, which are, the Girls Inc. Online website, and the Girls Inc. online shop. Websites lead the top of the brand necessity list and they have made every business a global business accessible by almost anyone anywhere. The redesign is much more upbeat and what is most important is that it represents “only girls,� which is the differentiation from the competitors.
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The media mix for Girls Inc. is sure to reach the intended audience because they are fun, colorful, playful, eye-catching and most of all, inviting. They will be noticed for the sophistication and inviting colors. There are three websites that are focused upon in efforts to elevate the brand; the main site, online lounge, and the girls shop.
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Websites Main Website: Designed to bring forth pertinent information as to grab the attention of viewers such as, the link to the Girls Inc. Online website, & the online store.
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Girls Lounge Girls Lounge: An uplifting tone and comfortable feel with pastel colors that says, welcome & “only girls.�
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Girls Shop Girls Shop: The new look of the store is a nice inviting look. Also, merchandise will be added at reasonable prices to draw more revenue for the brand. Consumers can also click on the different stores under the support links within the store, to purchase from the other stores. With every purchase, part of the proceeds will go to Girls Inc.
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Mobile Apps Electronic media’s ability to break news at lightning speeds is cited as a key factor for the continuing decline of print media readership. The app was
designed for several cell phones but it is shown with only the iPhone. To keep it cohesive, the flower from the logo was used.
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Video YouTube will be used to show encouraging videos to the world so that the message is conveyed about becoming inspired, informed and empowered through Girls Inc. They will be available to the public for viewing at all times. This is another tactic that
will be used toward reaching more at-risk girls within the communities of the United States and Canada. These videos will inform a person of how their lives can change after they are inspired, informed and empowered through Girls Inc.
Frame 1: (0:04) Frame 2: (0:04)
Frame 3: (0:04)
0:04/2:25
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Girls meet first lady
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Music Girl On Fire is a song that Alicia Keys sings for empowering girls. It is the theme song for Girls Inc. because it screams empowerment and is so inspiring
both to young and older girls. According to Alicia Keys, “Girl On Fire means that a girls is free.”
Alicia Keys: Girls On Fire
Christina Aguilera “Beautiful”
Estelle Swaray “Star”
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Digital Billboard The black & white background image was intentional so that the logo and the pencil were the only things that stood out in efforts to elevate the brand. This is a digital billboard that will have movement within the logo. Short and straight to the point, it is 15 seconds and the final visual outcome says “Girls Only.”
This was done in efforts to create a buzz and to cause consumers to feel more passionate about the brand. These types of billboards try to make consumers have a stronger feel to the brand and a more connection to the product. Today’s billboards offer more variety when it comes to advertising.”
Frame 1: (0:05)
Frame 2: (0:10)
Frame 3: (0:15)
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Package & Products Signature Collection Comprised of different logo elements; the colored flowers, the letter “g� and the argyle-like pattern was designed to produce sophistication and elegance. Coffee Mugs
Signature 1
Basic Coffee Mug
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Signature 2
These new products will be added to the online Girls Shop to help raise more revenue for the brand to help pay for more research-based programs. Travel Coffee Cups Signature 2 Signature 1
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Signature Writing Journals Leather Diary
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Linen Journal
Signature Flash Drives Flash Pens Slim Flash Drive
Wristband Flash Drives
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Giant Lollipops These are not just any kind of lollipops, they are inspirational with all of the emposwering statements
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that each girl is taught. They are part of the new up and coming items that will be sold in the online shop.
Vehicle Wrap The 15-seat passenger van is a rolling advertisement. It will always be seen and used to transport girls and
mentors on educated field trips and speaking conventions within the surrounding communities.
Inspirational bumper sticker
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Other Information The Designer . . . . . . . . . . . . . . . 56 References . . . . . . . . . . . . . . . . 57-61
The Designer Research is the road to success. It puts you on a broad path filled with knowledge. The rest is up to you, the designer. The Girls Inc. Campaign Project entailed a great deal of research; from the company name and background to the target audience and colors. There were a few strategies and tools of the trade in which I considered to be beneficial toward the success of elevating the brand above the competitors. The knowledge of the brand’s history combined with the chosen color palette geared toward the target audience, lead to a sophisticated and elegant yet playful and inviting cohesive look and feel. The brand is now unmistakeably for “Only Girls.�
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References Chase, M. (2008). Margo Chase: Creative Inspiration. Retrieved April 26, 2009 from http://www.lynda.com/ search?q=branding%2C+from+margo+chase%2C+creative+inspiration&x=0&y=0 Color Matters (2012). The meanings of colors. Retrieved April 26, 2013 from http://colormatters.com Empire, K. (2012). Alicia Keys: Girl On Fire-review. Retrieved May 26, 2013 from http://www.theguardian.com/music/2012/nov/25/alicia-keysgirl-on-fire-review Google. (2013). Noto sans. Retrieved June 2, 2013 from http://www.google.com/fonts/# Impallare Type. (2013). Domine. Retrieved June 2, 2013 from http://www.google.com/fonts/# Neville, K. (2010). Designing style guidelines for brands and websites. Retrieved September 10, 2013 from http://www.smashingmagazine. com/2010/07/21/designing-style-guidelines-for-brands-and-websites/ Philanthropedia (2011). Top nonprofit: Expert reviews of Girls Inc. Retrieved April 19, 2013 from http://www.myphilanthropedia.org/topnonprofits/national/at-risk-youth/2011/girls-inc Tunni, E. (2013). Arapey. Retrieved June 2, 2013 from http://www.google.com/fonts/# TypeSETit. (2013). Great vibes.Retrieved June 2, 2013 from http://www.google.com/fonts/ Linkedin. (2013). About Girls Inc. Retrieved October 10, 2013 from http://www.linkedin.com/company/girls-incorporated Obama Foodorama. (2012). First Lady Michelle Obama at girls inc. luncheon: Dream big and work hard. Retrieved May 2, 2013 from http://obamafoodorama.blogspot.com/2012/04/first-lady-michelle-obama-at-girls-inc.html Unreal Electronics. (2012). Apple imac mc812ba 21. inch desktop. Retrieved September 11, 2013 from http://www.unreal.me/apple-imacmc812ba-21-5-inch-desktop.html
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Image References 4rank. (2007). Flickr. Retrieved May 28, 2013 from http://www.flickr.com/photos/fcharlton/1731624442/ Amazon (2013). Girl On Fire [Original Recording] Retrieved May 24, 2013 from http://www.amazon.com/Girl-Fire-AliciaKeys/dp/B0091LS07E/ref=sr_1_1?s=music&ie=UTF8&qid=1369431270&sr=1-1&keywords=alicia+ke ys+girl+on+fire Bennallick, Jon. (2012). Pinterest logo icon vector and adobe illustrator file. Retrieved August 22, 2013 from http://pixtea.com/pinterest-icons-set/ Bestofgreenscreen. (2013). Moving clouds-background video. Retrieved June 14, 2013 from http://www.youtube.com/watch?v=fz155d_OVcA Fall Wedding Ideas http://fallweddingideass.blogspot.com/2012/02/unique-bridesmaid-groomsman-and-family.html Blogger. (2012). Fall Wedding Ideas. Retrieved September 22, 2013 from http://fallweddingideass.blogspot.com/2012/02/unique-bridesmaid-groomsman-and-family.html Brightfleet. (2013) 15-passenger van safety. Retrieved August 24, 2013 from http://www.brightfleet.com/online-defensive-driver-training/15-passenger-vans/ Canadian Flag. (2010). About us. Retrieved June 7, 2013 from http://www.canadian-flag.org/about.htm Crawford, N. (2013). Are women’s only gyms discriminatory? Retrieved May 29, 2013 from http://breakingmuscle.com/womens-fitness/ are-womens-only-gyms-discriminatory Culpeper Family. (2013). Girl power extreme workshop. Retrieved May 28, 2013 from http://www.culpeperfamily.com/girl-power-extreme-workshop/ DesignDownloader (2013). Pencil, pink, pen, edit, write, icon. Retrieved October 13, 2013 from http://www.designdownloader.com/i/?id=pencil01-20110830215724-00032 Digitalcoin (2013). Wristband USB flashdrive. Retrieved September 21, 2013 from http://digitalcoin.co/forums/index.php?topic=99.0 Digitalcoin (2013). FlashPen USB flashdrive. Retrieved September 21, 2013 from http://digitalcoin.co/forums/index.php?topic=99.0 Digitalcoin (2013). Slim USB flashdrive. Retrieved September 21, 2013 from http://digitalcoin.co/forums/index.php?topic=99.0 DiPeso, J. (2011). Were the republicans right to bring back the capitol styrofoam cup? Retrieved September 11, 2013 from http://www.thedailygreen.com/environmentalnews/blogs/republican/republican-styrofoam-cups Foreign Candy Company, Inc. (n.d.). Worlds larget lollipops. Retrieved September 11, 2013 from http://www.foreigncandy.com/kidsnovelties2. html Funkyah (2006). Always there for you! Retrieved May 21, 2013 from http://www.flickr.com/photos/funkyah/285013348/ Gannon, M. (2012). Risk of suicide higher in girls with ADHD. Retrieved June 7, 2013 from http://specialedpost.com/2012/08/16/risk-of-suicide-higher-in-girls-with-adhd/ Girls Inc. (n.d.). atLarge, Inc.’s dream large program. Retrieved June 7, 2013 from http://www.prlog.org/10108636-atlarge-incs-dream-largeprogram-launches-with-girl-inc-site.html Girls Inc. (2008). Home. Retrieved October 1, 2013 from http://www.girlsinc-huntsville.com Girls Inc. (2009). Girls make the message: Dating violence. Retrieved June 13, 2013 from http://girlsincnyc.org/videos.html
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Image References Girls Inc. (2011). City Year. Retrieved May 31, 2013 from http://www.flickr.com/photos/cityyear/6221245728/ Girls Inc. (2011). NowCastSA. Retrieved May 31, 2013 from http://www.flickr.com/photos/nowcastsa/7016349685/ Girls Inc. (2012). Annual report. RetrievedMarch 13, 2013 from http://girlsinc.org/annualreport/sites/default/files/Girls-Inc-annual-report-2012. pdf Girls Inc. (2012). Day of the girl: What do girls want? Retrieved May 31, 2013 from http://dayofthegirl.org Girls Inc. (2012). Girls incorporated of memphis 2011-2012 preliminary program evaluation report. Retrieved October 2, 2013 from http:// memphis.edu/crow/girlsincreport1_8_13.pdf Girls Inc. (2013). Avatars. Retrieved March21, 2013 from https://www.girlsinconline.org Girls Inc. (2013). About girls inc.: Our history. Retrieved April 19, 2013 from http://girlsinc.org/about/history/history.html Girls Inc. (2013). About us: Overview. Retrieved May 28, 2013 from http://www.girlsincwestchester.org/index.php?section=about-overview Girls Inc. (2013). Girls Inc. corporate camp(sm) for entrepreneurs retrieved June 2, 2013 from http://www.girlsinc.org/news/corp-camp-2011. html Girls Inc. (2013). Girls Inc, of Lynn. Retrieved June 7, 2013 from https://www.facebook.com/photo.php?fbid=515511455176108&set =a.224596037600986.52871.154281081299149&type=1&theater Girls Inc. (2013). Girls inc. online. Retrieved August 22, 2013 from https://www.girlsinc-online.org/i-am/6601 Girls Inc. (2013). Girl power extreme workshop. Retrieved May 28, 2013 from http://www.culpeperfamily.com/girl-power-extreme-workshop/ Girls Inc. (2013). Shop to support girls inc. Retrieved August 22, 2013 from http://www.girlsinc.org/support/shop-to-support.html Gomez, A. (2013). PNG Only girls. Retrieved May 31, 2013 from http://agusbiebergomez.deviantart.com/art/PNG-Only-Girls-DA-CREDITOSSI-LO-TOMAS-287522878 Hurst, C. (2013). Trade show booth: Phillips. Retrieved August 22, 2013 from http://www.behance.net/gallery/Trade-Show-BootPhilips/5731761 JCP. (2013). Home. Retrieved August 22, 2013 from http://www.jcpenney.com Maggio. (2013). Corigliano Calabro: uccisa dal fidanzatino a 16 anni. Retrieved October 17, 2013 from http://www.befan.it/corigliano-calabro-uccisa-dal-fidanzatino-a-16-anni/ Mary Ellen. (2012). Though shall not whine. Gevalia kaffe. Retrieved September 11 from http://thoushallnotwhine.blogspot.com/2012/03/ gevalia-kaffe-giveaway.html Morgan, J. (2012). Trio day: Claudia Schiffer 30 sexy years guess billboards. Retrieved August 24, 2013 from http://www.dailybillboardblog. com/2012/05/trio-day-claudia-schiffer-30-sexy-years.html NHS Local. (2012). Better health together: Other useful information. Retrieved October 26, 2013 from http://www.nhslocal.nhs.uk/story/other-useful-information Obama Foodorama. (2012). First Lady Michelle Obama at girls inc. luncheon: Dream big and work hard. Retrieved May 2, 2013 from http://obamafoodorama.blogspot.com/2012/04/first-lady-michelle-obama-at-girls-inc.html Old Navy. (2013). Home. Retrieved August 22, 2013 from http://www.oldnavy.com
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Image References Photobucket. (2013). Fire bkgd: Animated flaming background. Retrieved June 20, 2013 from http://media.photobucket.com/user/designmall/ media/firebkgd.gif.html Pinterest (2013). Electronic tech gifts rank high on the teenage girl’s gift list. Retrieved April 18, 2013 from http://www.squidoo.com/best-giftideas-for-13-and-14-year-old-girls PressTV. (2013). “British girls at risk of rape.” Retrieved June 7, 2013 from http://www.presstv.ir/detail/233649.html Ross, K. (2013). Girls Inc.’s April 13 ‘Boas & Bowties’ – Fun Event Funds Crucial Programs. Retrieved June 7, 2013 from http://anewscafe. com/2013/04/02/girls-inc-serves-shasta-tehama-girls-boas-bowties-funds-new-projects/ Shaping Youth. (2013). Girl Advocates: A Dream Team of “Women2Follow” on Twitter. Retrieved May 28, 2013 from http://www.shapingyouth.org/twitter-women2follow-dedicated-to-inspiring-girls/ Shanklin, W. (2013). Apple’s 2013: iPhone 5S, cheap iPhone 5, Retina iPad mini? Retrieved August 24, 2013 from http://www.gizmag.com/apple-2013-iphone-5s-ipad-5-ipad-mini-retina/25824/ Simon, J. (2012). Reviewed: Apple macbook pro 15” 2,5 ghz. Retrieved September 11, 2013 from http://www.notebookcheck.net/Review-AppleMacBook-Pro-15-V4-1-2-5-GHz-Penryn.9059.0.html Sires, A. (n.d.). Order a U.S. flag. Retrieved June 7, 2013 from http://sires.house.gov/services-for-you/order-us-flag Squidoo. (2013). Red leatherbound journals. Retrieved September 11, 2013 from http://www.squidoo.com/red-leatherbound-journals Triggs, T. (2013). Artistic Designs for Living. Retrieved May 16, 2013 from http://www.houzz.com/photos/contemporary/yellow-and-magentaUnreal Electronics. (2012). Apple imac mc812ba 21. inch desktop. Retrieved September 11, 2013 from http://www.unreal.me/apple-imac-mc812ba-21-5-inch-desktop.html USBMemoryDirect. (n.d.). DE Custom flash drives. Retrieved September 15, 2013 from http://www.usbmemorydirect.com/products/de.htm Vimeo. (2011). Girls for gender equity. Retrieved June 7, 2013 from http://vimeo.com/user4850429 Web eStore. (2013). Research. retrieved October 14, 2013 from http://www.webestore.com/web-design/ West Cumbria Carers. (n.d.). Supporting those who care. Retrieved October 2, 2013 from http://www.westcumbriacarers.co.uk/projects/ young-carers/
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Music/Video References Music/video:
AngelosMJ (2012). Christina Aguilera: Beautiful-Live performance. Retrieved May 22, 2013 from http://youtu.be/Bv1lJnTbQ60 Goins, L. (2013). Girls Inc. animated logo. Retrieved October 27, 2013 from http://www.youtube.com/watch?v=cypAQI0p7X8 Goins, L. (2013). Month 8 video attachment: Dynamic mood board. Retrieved October 27, 2013 from www.youtube.com/ watch?v=HCLuVKqE_vw ilThinker (2009) Estelle Swaray: Star. Retrieved May 22, 2013 from http://youtu.be/4sbg5H7nyN0 KETV NewsWatch 7 (n.d.). Girls meet first lady. Retrieved September 11, 2013 from http://www.youtube.com/watch?v=n1LujyJMN58 UMayProductions (2012). Alicia Keys: Girl On Fire. Retrieved May 22, 2013 from http://youtu.be/lZw2CB_Ir_w
Album Covers:
Amazon (2013). Dance Vault Remixes: Retrieved May 24, 2013 from http://www.amazon.com/Dance-Vault-Remixes-Beautiful/dp/ B00138CY02/ref=sr_1_3?s=music&ie=UTF8&qid=1369430793&sr=1-3&keywords=christina+aguilera%2C+beautiful Amazon (2013). Girl On Fire [Original Recording] Retrieved May 24, 2013 from http://www.amazon.com/Girl-Fire-Alicia-Keys/dp/ B0091LS07E/ref=sr_1_1?s=music&ie=UTF8&qid=1369431270&sr=1-1&keywords=alicia+keys+girl+on+fire Amazon (2013). Star: Estelle. Retrieved May 24, 2013 from http://www.amazon.com/Star/dp/B001U9LN56/ref=sr_1_3?s=music&ie=UTF8&qid =1369431549&sr=1-3&keywords=estelle%2C +star
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