HOME SWEET HOME BRAND GUIDELINES
A PLACE TO CALL YOUR OWN.
©2019 Home Sweet Home
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©2019 Home Sweet Home
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stamford.hsh.com
the vision the mission OUR VISION We are creating a fun community that aids in the development of our future generation. We believe that we need to arm the youth with the necessary tools to be successful, while still having fun and not losing the meaning of living their life to strive for happiness.
OUR MISSION To educate and inspire. It's as simple as that. We want a place where the future generation can come to and feel safe, wanted and included.
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the story OUR STORY 15 years old getting of an after school bus by Ridgeway. Stopping for a slice of pizza because, why not? Walking by the park on my way home to sit at the field bleachers and read a book. Meeting up with my friends and being kids. A 15 year old trying to find a way in this world with no outside guidance other than home. These places existed, thrived and were a place of community, but with a place branding that ties it all together, but incorporates the deeper meaning to guiding these kids on their journies, that brings it to a whole new level.
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who are we talking to? TARGET AUDIENCE The audience are two demographics, one obvious and one not-so-obvious. The obvious is the future generation ranging from 15-25. They're still trying to figure their life's purpose out, the growing pains of growing up, the uncertainty of life and what it will bring them because we all need that guidance so early on all the way into our 20's. The not so obvious audience is the family. The mom and dad who are struggling to help their child while they're trying to help themslves. The mom who doesn't understand what her child is going through. The parents who emigrated here from afar who don't understand the troubles and trials of American schooling, social life and non traditional practices. This place is for both. When it comes down to it, it's for all. 05
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why are we talking to them? THE INTERVIEWEES THE FUTURE GENERATION Age: 21 years old Native? Yes. Born in Greenwich Hobbies/Extracurricular: Soccer player, fishing, video games, basketball, baseball Traits: Athletic, Intelligent Past Schooling: Stillmeadow Elementary, Scofield Magnet, Westhill High School Current: UConn (Stamford campus) Major: Business Analytics Minor: Accounting Employment: Intern at Auditing Firm (Transparent) & Front End Manager (Grade A) Š2019 Home Sweet Home
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THE FAMILY Age: 50 years old Native? No. Emigrated from Italy to Greenwich, CT when she was 9 years old. Moved to Stamford in 1994 Hobbies/Extracurricular: exercising, walking, decorating, baking Traits: Intelligent, Traditional, Old-fashioned, Organized Schooling: Western Middle School, Greenwich High School, Berkeley College Major: Finance Employment: Admitting Officer (Greenwich Hospital)
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brand personality THE CHARACTERISTICS AND VALUES Active: We don't sit around and let things happen, we make them happen. Trustworthy: Family-oriented so people will be able to trust this place since the majority will be kids coming here. Inclusive: There is no discrimination here, we include everyone. It doesn't matter your status, race, gender, ethnicity, sexual orientation etc... we help, we inspire, we motivate because the future of this world lies in the kids we raise and help raise today. Colorful: With inspiration and motivation there needs to be positivity, bright colors and varities of it. The value being brought to this community is one that is prevelant throughout the whole physical place. Our mission is to inspire and educate and to be able to do that, we will have Little Free Library boxes all throughout. Take a book, leave a book. These books will show the importance to the kids of getting their education so they can do for themselves better than previous generations.
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the Do's and Don't THE DO'S Help one another. Inspire each other. Talk to someone new when you're walking at Scalzi. Help someone at the store at Ridgeway. Pay for someone's meal at Cafe Oo La La if you're feeling really generous. Strike up a conversation at Starbucks while you're doing homework (but make sure you finish your homework). Be a community ready to have each other's backs.
THE DONT'S Do not put each other down, discriminate, bully or distract. Do not be close-minded. Do not be messy, vandalize or litter. Do not make fun of someone due to their race, color, gender, sexual orientation, status etc... Do not hinder someone from learning. Š2019 Home Sweet Home
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the logo THE MAIN LOGO Shown below is the main logo associated with any branding that requires it. Letterheads, stationary, official documents need this logo stamped on it to be official. Missuse of this logo is on the following page.
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misuse of logo
Other misuse's include using colors other than the ones shown in the Color Palette section (page 10), any other typefaces other than the ones shown in the Typography section (page 9) and using it at dutch angles. Š2019 Home Sweet Home
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the typography THE HEADLINE ADAM CG PRO ABCDEFGHIJKLMNOPQRSTUVWXYZ
THE SUBHEADLINE WORK SANS MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ
THE BODY COPY WORK SANS HAIRLINE ABCDEFGHIJKLMNOPQRSTUVWXYZ 11
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the color palette HEX: 5A441B RGB: 90, 68, 27 CMYK: 49, 60, 98, 46 PMS: 7553C
HEX: 2F2D30 RGB: 47, 45, 48 CMYK: 70, 66, 61, 62 PMS: 19-4203 TCX
HEX: 5069B1 RGB: 80, 105, 177 CMYK: 76, 62, 0, 0 PMS: 661 U
HEX: F4C227 RGB: 244, 194, 39 CMYK: 4, 23 95, 0 PMS: 7406 U
HEX: F09720 RGB: 240, 151, 32 CMYK: 3, 47, 100, 0 PMS: P 17-8 C ©2019 Home Sweet Home
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the meaning/use of the colors The color orange is representative of motivation and positive attitude and is mostly seen at sporting events. It is meant to represent the sports presence and the motivation it can instill in someone at Scalzi. The color yellow is representative of lifting someone’s spirits and confidence, which in the child/teen years is crucial for their development. Having a space that represents this is important for their mental and emotional growth. The color blue is representative of trust and dependability. This speaks more to the adults to instill that the children/teens depend on them and trust them to get them through life so being able to combine the two age groups is essential for this place branding. The color brown is representative of support which ties into the color blue’s meaning of dependability and trust.
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the media assets SNAPCHAT FILTER The snapchat geofilters will be extremely beneficial to the digital presence of the place branding (Home Sweet Home). Introducing the brand into the digital realm will help evolve the awareness to the age demographic. The agre group of 18-24 year olds hold 65% of Snapchats users (Caramenico) according to the article Snapchat: How Geofilters Can Increase Brand Awareness. The article also talks about the statistics of Snapchat and how it is cost effective for the brand seeing as $5 will reach a 20,000 square ft radius which will lead to more impressions. Also, the cost per impression is much cheaper than other platforms, but the amount of deep impressions will lead to meaningful interactions. CARAMENICO, M. (2016 June 9) Snapchat: How Geofilters Can Increase Brand Awareness. Retrieved from https://www.entrepreneur.com/ article/275987
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the media assets
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the media assets ENTRANCE SIGN The entrance sign is simple, yet bold. The two proposed tag lines will be able to attract visitors and keep the brands meaning intact. According to George Felton in the book Advertising: Concept and Copy he states,” …their job is to be an ad in miniature: make the case for the product, position it relative to its competitors, justify it. More than being clever, slogans need to be smart. (Felton p. 219) The slogan “Play. Read. Inspire.” is an ode to the characteristics and how this place is for families and to including everyone no matter where they are in life. Children and parents who are learning and high schoolers as they navigate young adulthood. FELTON, G. (2013) Advertising: concept and copy. New York, NY. Prentice Hall, Inc.
©2019 Home Sweet Home
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the media assets
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©2019 Home Sweet Home
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the media assets POLE BANNER The pole banner is meant to be the meaning behind the last work in the tagline which is INSPIRE. The pole banners will be simple and bold in design with a workdmark logo on top bold graphics on the bottom. Partnering with the Little Free Library would be an added asset to this place branding. Underneath each pole banner will be a Little Free Library box with books for people to take and for them to leave one. High schoolers are in a transition period of time between being a kid and being an adult. Without the proper guidance, they can easily feel lost. It promotes education and inclusivity. The kids can make new meaningful connections to themselves and to others to promote the inclusiveness of the brand and to enhance trust amongst each other. Strategy Source: https://littlefreelibrary.org/
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the media assets
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©2019 Home Sweet Home
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the media assets THE MAGNET The magnet of the logo is strategically meant to be a takeaway putside the brands radius. It will not be in a traditional form, but a die-cut form of the logo. It will stick out and out itself apart from other magnets and paired with the bold colors, it will be a staple in peoples homes on the fridge. Another use of this will be in the local businesses on anything where magnets will go.
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the media assets
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HOME SWEET HOME For more information, visit us at stamford.hsh.com
©2019 Home Sweet Home
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Confidential |
+1 800 STAMFORD HSH
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stamford.hsh.com