St. Francis House Rebrand – Process Book

PROCESS BOOK

MIRANDA LEE ART 228 B ST. FRANCIS HOUSE BRANDING SPRING 2014

TABLE OF CONTENTS DEFINING THE PROBLEM; GOALS & OBJECTIVES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PAGE 2 PROCESS WORK

TYPE STUDIES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PAGE 3

LOGO SKETCHES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PAGE 4

DIGITAL SKETCHES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PAGE 5

EARLY DRAFTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PAGE 6

FINAL SOLUTIONS LOGO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PAGE 7

STATIONARY SUITE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PAGE 8

HANDOUT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PAGE 9

CURB APPEAL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PAGE 10

1

DEFINING THE PROBLEM

GOALS AND OBJECTIVES

The St. Francis House recently underwent a change in managament. As a result, they wanted a new, clean look for their brand to freshen things up.

The main goal of this project was to create a new identity for the St. Francis House. The organization wanted a brighter, happier and more modern look for their logo, as well as the rest of their print and web materials.

The old logo was dated and used inconsistently across various platforms—different logos were used on the website, the letterhead, etc.

There was little to no use of color in their collateral and materials. Combined with the antiquated logo, this presented an boring and unbalanced image that did not fit with the ideas and mission of the organization.

There was a large amount of information contained on the website and in the various handouts and brochures currently produced by the organization.

The managment desired a cohesive image to properly represent their vision for the organization.

The organization needed a number of new updated materials, including: Logo

T-Shirt Designs

Business Cards

Newsletter Template

Stationary

Social Media

Letterhead Note Cards Handout (Fast Facts)

Event Posters Banner Info Folder

The client wanted their new identity to be approachable and friendly, and they wanted their mission and values to be clearly represented by their new brand.

2

PROCESS WORK : TYPE STUDIES In the earliest stage of putting forming a new identity for the St. Francis House, I explored a variety of different typefaces.

Most of these options were sans-serif, because I wanted to maintain a friendly and approachable look, and keep the text from looking too traditional.

One of the things that the clients had mentioned in our initial meeting was that they wanted to stay away from anything too similar to their current logo (which was a serif and very traditional-looking).

I also explored a few other options, including hand-written and script varieties. In the end, I found that these were too casual and the sans-serif varieties looked too corporate. My final choice was a slab-serif typeface, a modern take on the traditional typeface.

ST. FRANCIS HOUSE

3

PROCESS WORK : LOGO SKETCHES In most of my exploratory logo sketches, I took a geometric approach. Using mostly simple shapes (squares, circles, triangles and pentagons), I constructed a number of meaningful images.

4

PROCESS WORK : DIGITAL SKETCHES I mostly stuck to the idea of using a house or a roof as part of the image, as the client had mentioned that they liked the imagery of other company’s logos that included house shapes (Ronald McDonald House, etc.).

After eliminating all but one of my original ideas, I decided on a simple shape that incorporated an arrow as an open doorway in a simple pentagon shape. This would parallel the upward motion and open door that St. Francis House exemplify. For color studies, I chose a range of bright, fresh retro-inspired hues. These reflected the client’s requests for colors like avocado and persimmon.

ST . FRANCIS HOUSE

ST. FRANCIS

HOUSE

ST . FRANCIS HOUSE

HOUSE

St. F rancis Hous e

ST . FRANCIS HOUSE

ST . FRANCIS HOUSE

ST. F R

ST. FRANCIS

ST. FRANCIS

HOUSE

St. F rancis Hous e

ST . FRANCIS HOUSE

NCIS HOUSE

ST . FRANCIS HOUSE

5

PROCESS WORK : EARLY DRAFTS BUSINESS CARDS

Judy Dembowsk i DIRECTOR

judy@stfrancis.fdn.com 904 829 8937

70 Washington Street St. Augustine, FL 32084 stfrancisshelter.or

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HANDOUT

Early business card drafts included a vertical version and a centered layout for the front. I also considered including the entire logo on the front.

Judy Dembowski Director judy@StFrancis.fdn.com 904 829 8937

70 Washington Street St. Augustine, FL 32084 StFrancisShelter.org

Handout drafts were created after the client chose their preferred logo (but before it was finalized). I decided to take an approach that would put the numbers first on one side of the card, to make the facts easily accessible. I also chose to organize the remainder of the information (the services) into the categories in their chosen tagline (“Compassion. Shelter. Opportunity.�).

I explored a text-only version, as well as using photographs in the layout.

Earlier drafts had only a plain white background.

6

FINAL SOLUTIONS : LOGO

The negative space in the final logo solution creates both a door and an upward-facing arrow, symbolizing the upward motion that St. Francis House provides to all who enter its doors. The use of green represents growth, peace, hopefulness, and prosperity. The dark blue communicates loyalty, harmony, and devotion.

The bright color and thick lines make the logo fresh, bold, modern, and unique, setting St. Francis House apart from any other competition. The use of a slab-serif typeface for the “St. Francis House� text keeps the logo from looking too corporate, and keeps it grounded without looking too traditional.

7

FINAL SOLUTIONS : STATIONARY SUITE NOTE CARD

BUSINESS CARD

ST. FRANCIS HOUSE 70 Washington Street St. Augustine, FL 32084 tel 904 . 829 . 8937 StFrancisShelter.org

Judith Dembowski, ma executive Director Judith.Dembowski@StFrancisShelter.or

LETTERHEAD

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Phone 904 . 829 . 8937 Fax 904 . 829 . 5400

st. francis house 70 Washington Street St. Augustine, FL 32084

ST. FRANCIS HOUSE 70 Washington Street St. Augustine, FL 32084 tel 904 . 829 . 8937 StFrancisShelter.org

StFrancisShelter.org

The business card was a little difficult to compose, because of the extraordinary amount of information that had to be contained in it. An extra-long name and email address presented a special challenge.

I decided to keep the note card design fairly simple, as it needs to be flexible for multiple uses. Putting the address on the back is useful for those who might throw the envelope away.

The letterhead is simple and effective, and will save money on printer ink. It can be printed in-house, since it does not require a full bleed or special colored paper.

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FINAL SOLUTIONS : HANDOUT The final solution for the handout (pamphlet or rack-card) showed some distinct changes from the early draft.

The finalized version of the logo (with color and typeface changes) was implemented.

Other changes were made, according to what the other members of my design team decided on.

To create some contrast between the two sides, I added a color background to one side.

A few more of the client’s services were added to the list, as well. Including a social media link will help continue to build visibility for the client.

9

FINAL SOLUTIONS : CURB APPEAL Creating a series of Photoshopped images of the front of the iconic St. Francis House building would give the clients an idea of what the “campus� would look like after using colors and elements from their new brand identity. I included window decals of the new logo, and the new banner designed by one of my design colleagues. The main portion of the building is white, to create a clean canvas for bright colorful accents and keep the building from looking too juvenile or obnoxious.

FINAL IMPRESSIONS Working on this project was an incredible opportunity to gain real-world experience, working with a real client and collaborating with a whole team of colleagues. I thoroughly enjoyed designing as a part of a group, and working toward solutions for organizing complex information. It was great to see a project progress from the initial client meeting to final presentations.

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MIRANDAMARIE SPRING 2014