Problem
Insight
Solution
Statistics have shown that 44% of the UK public believes that Islam is a grave threat to Western civilisation whilst 31% of people are convinced Islam is a threat to the British way of life.
A lack of exposure, knowledge, and education to the religion and culture of Islam has created a fire of prejudice which is fuelled by assumptions and stereotypes. The lack of knowledge and education combined with the assumptions and stereotypes raised against Islam, only increases the hatred and segregation.
To create a campaign that’ll have equality, fun, and education at the forefront of all it’s components. The deliverables to assist the launch of this campaign include: • An identity system for the organisation • An advertisement campaign • Resource and information packs
What is Zeal?
Our Mission
Our Values
We are a non-profit organisation that seeks to educate to eliminate Islamophobia.
Our mission is enhance the understanding of Islam. Through our campaign we will spread the knowledge of Islam, provide an insight into the faith, and break the stereotypes associated with the religion in order to provide a world of peace, love, and harmony.
Our values serve as a compass for our actions. They represent who we are and what we’re about: • Captivate • Change • Enlighten • Inform • Togetherness
Logo Lock-up Reversed Black and White
Deliverable One
Logo Lock-up Colour
Deliverable One
Logo Lock-up Colour with Strapline
Deliverable One
Brand Toolkit
Deliverable One
Primary Logo
Logo Isolation Area
Our logo takes inspiration from building block toys. The logo uses the imperfect guides of how building blocks are stacked, representing the fun and playfulness of Zeal. It strips back the letter-forms to simple shapes, making it easily recognisable and memorable. The colours used are bold, bright, and energetic. They have been used to stand out within the primary school classroom environment.
Ensuring the logo has room to breathe is essential, therefore the isolation area is formed 1/4 of the size of the ‘Z’ within the logomark to ensure optimal clear space around the logo.
Colour Palette
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Typography Neue Haas Grotesk Display Pro, 75 Bold for titles, headings, and sub-headings Neue Haas Grotesk Display Pro, 45 Light for general copy and descriptions
Tone of Voice Comic Helvetic for content copy
The language used should clear, simplistic, and basic so that it can be easily understood and remembered. It should keep the audience engaged and entertained via upholding the brand’s values: • Captivate • Change • Enlighten • Inform • Togetherness
It should come across as something that is fun and exciting, yet also is informative and educational. The language and overall tone should be used to create an atmosphere of togetherness and unity, within all its components.
Meet the Brand Mascots
Deliverable One
The Mascot:
The Personality:
Zaki’s name represents his personality. In Arabic his name refers to being someone who is smart, intelligent, and curious. Within the campaign he educates the audience about the historical elements of Islam, this includes the foundations, teachings, beliefs, and the origins.
Derived from Arabic, Eman means Faith. She is a character who captivates the audience with her captivating stories of the faith. She represents wisdom, fun, and excitement. Her stories of Islam encourage the idea of community learning which evoke an atmosphere of unity and togetherness.
Meet the guardian and the protector: Asim. His personality is strong which enables him to provide a sense of realisation of the real world. He intends to discuss stereotypes, and the types that are associated with Islam and includes lessons and tasks that break these down.
The final mascot is Lida. Her name translates to Cultured, which correlates to her part in the campaign. Within this section of the campaign Lida brings the culture of Islam into the classroom. Through her activities, tasks, and challenges she will bring the meanings and the atmosphere of religious festivals and occasions like Ramadan and Eid to the audience.
The Resource/Information Pack
Deliverable Two
The Resource/Information Pack
Deliverable Two
3D Renders Front:
Back:
The Resource/Information Pack
Deliverable Two
3D Renders
The resource/information packs have been designed to fit into the classroom environment. As a visual, the different packs come together to form ‘Zeal’. The boldness of the logo mark is represented within the packs as they are also big and bold, so that they stand out within their busy and loud surroundings.
The content within each pack includes the character and their colour scheme that represents that topic, for example for all historical components, they will feature Zaki and his tones of red, the stories box will contain blue tones and Eman. The stereotypes section will feature yellow and Asim and for content concerning the Culture of Islam, Lida will and her colour tones will be shown throughout
The Advertisement Campaign
Deliverable Three
The Advertisement Campaign
Deliverable Three
In-School Posters
The advertisement campaign that runs within the school focusses on good morals. They provide the idea of unity and togetherness within the primary school environment. They use the boldness and brightness of the brand to stand out wherever they’re situated, whether it’s within a classroom or a school hallway. Pupils spend over 7 years in a primary school so surrounding them with good morals and a message that they’ll see on a daily basis allows it to become apart of their norm on a day-to-day basis and be embedded into their mindsets and behaviour towards one-another. The posters feature the brand mascots so that when the audience think of Zeal or our mascots automatically they’ll remember the good morals that our brand stands for and represents.
The Advertisement Campaign
Deliverable Three
The Campaign Kit
The Zeal campaign kit ranges includes stationary, badges, stickers, and posters. The idea is to provide the primary school children (the target audience) of our merchandise, within each lesson of our Islamophobia campaign, so that when their parent/guardian picks such child up from school, they will notice their child with the Zeal merchandise. It makes the parents/guardians question the child what these are about, and therefore allows the student to become the teacher, which is a key aspect of the campaign. This idea of repetition of what has been learnt in school allows the message to stay with the child, thus having maximum impact and effect. It reaches a wider audience and allows parent to become more knowledgeable about Islam and Islamophobia.
Ambient Media
Deliverable Three
The Fun Bus
The Fun Bus allows our brand to reach out to wider community and spread our message across the nation. The sponsorship with Lego will bring people together to learn about Islam in a fun and practical way, one example of doing this is by getting the community to learn about Islamic places of worship and getting the them to collectively build a Lego mosque and contribute towards a communal learning environment. It makes use of our brand values and emphasises the use of togetherness, which is a key aspect of our brand.
Ambient Media The Fun Bus - Activation
Deliverable Three
Ambient Media
Deliverable Three
The Fun Bus - Assets Staff Gear
Here are the assets of The Fun Bus . It shows how it’ll be activated allowing the which will allow the target audience to interact will the brand. The assets include the uniform that the staff (including the driver) will wear. The uniform features the brand mascot colours that are bright and bold allowing them to be recognised by the public and community that are taking part. The mascots as well as the Lego figures will also be features across the front and the back of the uniform shirts.
Ambient Media
Deliverable Three
Advertisement Posters The advertisements for The Fun Bus will feature both our brand mascots as well as the Lego figures, as this shows the crossover and the sponsorship/partnership between the two brands, that have come together for one cause. The posters featured are fun and exciting; they peak into the curiosity and the want of being invited to a party style event by using the term “You’re Invited” it provides the inclusivity and the togetherness of our brand. The other style of copy that will be used is “We’re on Our Way” it again shows the excitement and fun of two brands coming together for one cause. On each poster that our Zeal mascot is shown it will use that characters colour tones for the type, which ties it back into our campaign. The posters will be situated where children and their parents spend most of their time, so the posters will be placed outside shops like toy stores, parks and will also be placed outside of schools.