BRAND BID BOOK
TABLE OF CONTENTS THE BIG IDEA BRAND ASSETS ENVIRONMENTAL GRAPHICS COMMUNICATION COLLATERAL MERCHANDISE VIDEO
THE BIG IDEA mission : research : concept : implementation
OUR MISSION To magnify and extend Peace across the broadest audience possible.
OUR AIM FOR THE SUMMIT To honor the prestige of the Laureates while inviting a new, younger demographic to become involved with the movement.
OUR OPPORTUNITIES To create a unique and fresh experience for the audience locally, while still identifying with past Summits globally.
OUR PLAN FOR EXECUTION To create and execute concepts and designs that strengthen the existing creative message, yet distinctively brand the Atlanta Summit.
OUR RESEARCH Common denominators with past Summits: •events branded differently than host | sponsor | organization •stylized and symbolic •distinctive theme •wide variety of applications •adaptive to all media
H: S: B: #
39 R: 194 C: 25 20 G: 181 M: 25 76 B: 155 Y: 40 C2B59B K: 0
H: S: B: #
25 R: 139 C: 36 65 G: 94 M: 60 54 Y: 80 B: 60 8B5E3C K: 24
H: S: B: #
189 R: 95 C: 56 56 G: 200 M: 0 86 B: 220 Y: 12 5FC8DC K: 0
THE CONCEPT The sum of the parts is greater than the whole: Diversity provides collective wisdom and empathy that would not be otherwise obtained. Unity and understanding will manifest in peace.
THE TAGLINE RISE TOGETHER This simple statement sums up the overarching goal and sentiment: That forward momentum is taking place, that it is a collective, inclusive eort, and that it is uplifting, growth-oriented and ascends the current position, or conditions.
IMPLEMENTATION The RISE TOGETHER campaign uses a tiered reveal marketing strategy to build intrigue and interest. We start marketing with beautiful, minimal imagery and then progressively provide more information in stages. Tier-one environmental graphics will be replaced, mid-campaign, with a tier-two counterpart. This makes the experience fresh for the audience while still capitalizing on the familiarity of the established brand motif.
BRAND ASSETS motif : color : texture : typography
MOTIF - DIVERSITY WING The DIVERSITY WING is the hero icon. It is a fragmented wing in flight that represents the coming together of different people with different experiences and perspectives for a common goal. Each color represents one of the Atlanta-connected Laureates. The organic, painterly texture represents the rich layers of achievement by each.
MOTIF - COLOR PALETTE
MUHAMMED YUNUS CMYK 56,0,13,0
WOODROW WILSON CMYK 25,25,40,0
THEODORE ROOSEVELT CMYK 57,5,100,0
DALAI LAMA CMYK 10,100,77,1
MARTIN LUTHER KING, JR. CMYK 0,52,75,0
JIMMY CARTER CMYK 0,27,95,0
DESMOND TUTU CMYK 1,99,1,0
MOTIF - TEXTURE
COLOR PALETTE - The color palette was based on the seven Laureates associated with Atlanta. Each has been assigned a specific bright, bold color to distinguish him from the others, yet the palette works beautifully in-tandem to enrich and underscore the message of diversity.
TEXTURE - The base palette is paired with a soft, organic and painterly texture to represent a richlylayered set of achievements and experiences that each Laureate has brought to the movement.
MOTIF - LOGO LOCK-UP This shows the visual and typographical elements brought together to convey the message and motif of the Atlanta Summit.
The typeface Gotham was chosen for its large family of fonts, its legibility, and its versatility. Gotham pairs beautifully with the diversity wing and does not compete or detract from the other illustrative elements of the campaign. This typeface conveys importance and professionalism, which will appeal to more conservative donors, while the clean and modern look will appeal to youth.
MOTIF - TYPOGRAPHY
ENVIRONMENTAL GRAPHICS banners : billboards : signs : screen wash : kiosk
ENVIRONMENTAL - TIER ONE
Tier-one graphics focus on the #ATLANTANOBEL tag. The strategy is to have the audience brought in by the diversity wing, and then the hierarchy of information leads them to the copy. Enough information is conveyed for further exploration via social media and internet without inundating with logos, sponsors, and other details reserved for tier-two installations. This tier sets the tone for anticipation, branding establishment and interest generating, much like a Save-the-Date.
ENVIRONMENTAL - TIER ONE
ENVIRONMENTAL - TIER TWO
ENVIRONMENTAL - TIER TWO
ENVIRONMENTAL - SCREEN WASH The screen wash can be a still to provide a backdrop for speeches and lectures, or looped with video for the audience to watch as they are seated between events. This branding element, while not tiered, consistently establishes the brand in specialized locations and applications.
ENVIRONMENTAL - INTERACTIVE INFOGRAPHIC
Interactive elements are great ways to convey information in an engaging way. This is an interactive infographic that can live on a kiosk or website. The information is determined by the user, by touching color-coded areas on the map. Pop-ups tell a summary of the Laureates, the work for which they were awarded the peace prize, and illustrate the areas affected by their specific initiatives.
COMMUNICATION stationery : email : website : presentation : social media
COMMUNICATION - STATIONERY
COMMUNICATION - EMAIL This HTML email template is a practical and eďŹƒcient way to reach a mass audience. This also allows the email recipients to donate, share, and RSVP directly from their email screen.
Lorem Ipsum. Proin gravida nibh vel velit auctor aliquet. Aen ean sollicitudin, lorem quis bibendum auctor, nisi elit consequat ipsum, nec sagittis sem nibh id elit. Duis sed odio sit amet.
DONATE
SHARE
atlantanobel.com
ATTEND
COMMUNICATION - WEBSITE
The Summit website has been engineered without a one-page scroll to accommodate those who may be less technologically savvy. It is designed to be very eďŹƒcient and user-friendly by consolidating information to simply communicate summit information. It uses the promotional video on the homepage along with news-feed ticker of articles so that it provides substantial content in different ways to keep from feeling copy-heavy.
COMMUNICATION - WEBSITE
COMMUNICATION - PRESENTATION
This showcases an example of how a template could be formatted for a Powerpoint or keynote presentation. The seven colors from the brand standards make a great organizational tool for categorizing information, but they are used in small enough quanities not to take away from the presentation. This template is easily adaptable for any content.
ATLANTA LAUREATES Seven laureates connected with Atlanta
Pres. Jimmy Carter 2002
Dalai Lama 1989
Martin Luther King, Jr. 1964
Muhammad Yunus 2006
Pres. Theodore Roosevelt 1906
WORLD SUMMIT OF NOBEL
PEACE
LAUREATES
Desmond Tutu 1984
Pres. Woodrow Wilson 1919
HISTORY OF THE WORLD SUMMIT
Started in 1999 by President Gorbachev and Rome Mayor Veltroni
30 Living Nobel Peace Laureates
Summit was held in many different countries
21 Nobel Peace Price Awarded Organizations
First time in the U.S. was in 2012 in Chicago
President Carter and 2006 Nobel Peace Laureates are hosting the 2015 Atlanta Summit
2013 - Warsaw, Poland 2014 - Capetown, South Africa
WORLD SUMMIT OF NOBEL
PEACE
LAUREATES
EXPECTED ATTENDANCE
30+21 Laureates
250 Million Twitter Imp.
3,000 Global Leaders
950 Story Placements
350 Media Organizations 150,000 Nobel Hashtag 17,500 College Students
WORLD SUMMIT OF NOBEL
PEACE
LAUREATES
100,000,000 Viewers
45,000+ Persons 90,000 Facebook Likes 25,000 High School Students
COMMUNICATION - SOCIAL MEDIA
Social media is extremely important in getting a more diverse/young audience interested in the event. Social media is also a great way to communicate easily to a larger audience. Here are examples of Twitter page feed and a Facebook page layout.
COMMUNICATION - DONOR SHEET
2015 WORLD SUMMIT OF NOBEL PEACE LAUREATES SPONSORSHIP PORPOSALS
Partnership Levels:
Lead Partner — $1 Million Partner — $500,000 Laureate+ $400,000 and up EXCLUSIVE OPPORTUNITY All Premium Executive Opportunities And Recognition; 1 Session Partnership Opportunity: • Special logo in the venue hall during the partnered session; Opening Session Pre-Meeting Opportunities: • 1 person attending the pre-meeting of the open session with photo opportunity; Additional Acknowledgement: • Acknowledgment during the Closing Ceremony of the Summit; Advance Promotion Opportunities At Sponsor Expense: • Invitations, press folders, and special banners
Visionary $200,000 and up EXECUTIVE OPPORTUNITIES 2 Gala Dinners: • 1 Visionary Table at a dinner (seats 10) • 2 seats at a dinner • 2 seats at head tables at dinner • Attendance at VIP Reception for 10 people; 20 Tickets To Each Summit Session; Photo Opportunity With A Nobel Laureate; Invitation To Press Conferences VIP RECOGNITION Logo Opportunity On Signage And Banners; Special Logo Opportunity: • On the banner placed at the building theof conference hall; VIP Recognition On The World Summit Website; Acknowledgement During A Lunch Or A Dinner; Gift Bag Opportunity
Activist $25,000 and up PROGRAM OPPORTUNITIES 2 Gala Dinners: • 4 seats at a dinner • 2 seats at a dinner; 12 Tickets To Each Summit Session RECOGNITION Logo Opportunity On Signage And Banners; Recognition On The World Summit Website; Acknowledgement During The Collateral Events;; Acknowledgement During Meetings With Laureates; eates; Gift Bag Opportunities
Laureate $300,000 and up PREMIUM EXECUTIVE OPPORTUNITIES Lunch Sponsor Opportunity: • Introduction/welcome by Senior Executive • 2 seats at head tables • 2 tables of 10; 2 Gala Dinners: • 1 Laureate Table at a dinner (seats 10) • 2 seats at a dinner • 2 seats at head tables at a dinner • Attendance at VIP Reception for 12 people; Photo Opportunity With A Nobel Laureate; 20 Tickets To Each; Invitation To Press Conferences PREMIUM RECOGNITION Logo Opportunity On Signage And Banners; Premium Recognition On The World Summit Website; Acknowledgement During A Lunch And Dinner; Gift Bag Opportunity
Champion $100,000 and up PRIORITY OPPORTUNITIES 2 Gala Dinners: • 1 Champion Table at a dinner (seats 8) • 2 seats at a dinner • 1 seat at head tables at a dinner • Attendance at VIP Reception for 6 people; 15 Tickets To Each Summit Session; Photo Opportunity With A Nobel Laureate; Invitation To Press Conferences VIP RECOGNITION Logo Opportunity On Signage and Banners; Priority Recognition On The World Summit Website; Acknowledgement During A Lunch Or Dinner; ck Gift Bag Opportunity
Gro dbrea Groundbreaker $50,000 $50 0 and an up PR PROGRAM AM OPPORTUNITIES O Dinners: 2 Gala G Dinne • 1 Groun Groundbreaker eaker Table T at a dinner (seats 6) • 2 seats sea att a dinner dinn • Attendance Att dance at VIP Reception for 2 people one ne ein inof of the two t Gala Ga dinners; 10 Tickets kets To Each Ea Summit Summ Session; Invitation itation To Press P s Conferences Confe RECOGNITION RECOGNIT N Logo Opportunity And Banners; O rtunity On Signage S Recognition Recog tion On The World W Summit Website; Acknowledgement The Collateral Events; A nowledgement During D Acknowledgement During With Laureates; ng Meetings M Gift Bag Opportunities Oppor ties VIP Registration Individual: $10,000 Couple: $15,000
COLLATERAL badges : content marketing : gala materials : art exhibition
COLLATERAL - EVENT BADGES
Muhammed Yunus
Erin Whitney
Kenneth Hansen
Rachel Maddow
STAFF
COLLATERAL - CONTENT MARKETING
Poster and flyer templates that can be populated with event information and related event marketing that can be translated in many different sizes.
COLLATERAL - GALA MATERIALS
Because our Atlanta Summit brand was created to adapt to different demographics while adhering to the Rise Together motif, we have created a sub-brand for the fund-raising gala. This motif application is a more refined expression of the brand. All gala print materials will use monochromatic thermography. The Gala gift is highquality etched drinking glass.
World Summit of Nobel Peace Laureates Atlanta 2015 GRAND ANNOUNCEMENT RECEPTION AND GALA DINNER (Black tie) DATE: SEPTEMBER 27, 2014 6:00 PM LOCATION: PEACHTREE BALLROOM WESTIN PEACETREE PLAZA HOTEL 210 PEACHTREE STREET ATLANTA, GA 30303 GALA RECEPTION & DINNER TABLE FOR TEN: $5,000 INDIVIDUAL: $500 Make check payable to Yunus Creative Lab, Inc. 3350 Riverwood Parkway Suite 1900 Atlanta, GA 30339 Tel: 404-441-7881 E-mail: atlantanobel@gmail.com
*your contribution is fully tax deductable (less dinner cost)
COLLATERAL - ART EXHIBITION
These specialty pieces are the heart of the RISE TOGETHER campaign, and reiterate the flexibility of the brand motif over a variety of applications and audiences. These gestural drawings are based on iconic images of the seven Atlanta-connected Laureates. They evoke emotion while serving as educational tools and as limited-edition commemorative pieces that can generate revenue for the Summit.
#ATLANTANOBEL #ATLANTA NOBEL
“WHERE IGNORANCE IS OUR MASTER, THERE IS NO POSSIBILITY OF REAL PEACE.” -Dalai Lama 1989 Nobel Peace Prize
#ATLANTANOBEL #ATLANTA NOBEL
#ATLANTANOBEL
“WE WILL NOT LEARN HOW TO LIVE TOGETHER IN PEACE BY KILLING EACH OTHER’S CHILDREN.” -President Jimmy Carter 2002 Nobel Peace Prize
“PEACE SHOULD BE UNDERSTOOD IN A HUMAN WAY - IN A BROAD SOCIAL, POLITICAL AND ECONOMIC WAY.” -Muhammad Yunus 2006 Nobel Peace Prize
#ATLANTANOBEL
#ATLANTA #ATLANTANOBEL NOBEL
“IF I HAD NOT BROUGHT ABOUT PEACE, I SHOULD HAVE BEEN LAUGHED AT AND CONDEMNED.”
“IF YOU WANT PEACE, YOU DON’T TALK TO YOUR FRIENDS. YOU TALK TO YOUR ENEMIES.”
-President Theodore Roosevelt 1906 Nobel Peace Prize
-Desmond Tutu 1984 Nobel Peace Prize
#ATLANTANOBEL
#ATLANTANOBEL
“THERE MUST BE, NOT A BALANCE OF POWER, BUT A COMMUNITY OF POWER; NOT ORGANIZED RIVALRIES, BUT AN ORGANIZED PEACE.”
“PEACE IS NOT MERELY A DISTANT GOAL THAT WE SEEK, BUT A MEANS BY WHICH WE ARRIVE AT THAT GOAL.”
-President Woodrow Wilson 1919 Nobel Peace Prize
-Martin Luther King Jr. 1964 Nobel Peace Prize
MERCHANDISE t-shirt : coee mug : tote bag : tokens of appreciation
MERCHANDISE These items are important to maximize the success of the Summit. They not only serve as advertising for the World Summit of Nobel Peace Laureates, but they generate funds that can be channeled back into the Summit itself.
MERCHANDISE - GIFT FOR HIGH-LEVEL DONORS A special Atlanta-connected Laureates print would be given to high-level donors. This numbered, limited-edition piece would be a signed by the attending Laureates.
RISE TOGETHER
MERCHANDISE - GIFT FOR LAUREATES
Etched-crystal commemorative trophy that would be easy for travel, represent the Atlanta brand and serve as an elegant commemorative piece for the Laureates to proudly display.
VIDEO web-based promotional videos : call-to-action video
VIDEO - WEB-BASED PROMOS
These twenty-second spots are designed for the home page of the website to quickly garner excitement about the upcoming Summit events and relate to the Rise Together motif, using inspiring Laureate quotes and related Atlanta imagery.
VIDEO - WEB-BASED PROMOS
VIDEO - CALL-TO-ACTION
This video is a more comprehensive and emotionally evocative video. It can be used via web, wall-projection within the venue and as a part of fund-raising presentations.
CREATED BY UPgroup, A DIVISION OF ++Good Studios Stephanie Little - Creative Director Matthew Conway - Producer Alex Leon-Khan, Carlos Acosta, William Garcia, Arnel Hasanovic, Matt Phejlada, Laura Ospina