FLAMINGO GARDENS
FLAMINGO GARDENS
2012
REBRANDING
STYLE GUIDELINES
Flamingo Gardens is a place to appreciate, enjoy and preserve the natural habitat of the everglades. It has grown and reinvented itself over the years, first being a commercial orange grove turned botanical garden, and currently a non-profit organization dedicated to preserving and rehabilitating the native animals and flora of South Florida. To take this historical company to another level while continuing the course, a rebranding of its public face will help to solidify their efforts to break into new and emerging markets, while letting their guests and competition know that Flamingo Gardens is always striving for the highest level of excellence. The following Rebranding Style Guide lays the foundation for keeping the integrity of the brand while maintaining consistency for years to come.
TABLE OF CONTENTS I 3 DESIGN RESEARCH 4 5 7 9 11
Company Profile Creative Brief Research Paper Target Audience Rebranding Strategy
II 11 CREATIVE DEVELOPMENT 13 Competitive Survey 15 Design Research 19 Logo Development
III 26 STYLE GUIDE 28 29 31 33 36 37 45
Brand Description Color Palette Voice and Tone Fonts Approved Imagery Logo Specifications Medium-Specific Guidelines
IV 49 FINAL DESIGNS 51 53 54 55 56 57
Signage Brochure Web Ads Promotional Items Motion Graphics Website
2
DESIGN RESEAR CH 4 5 7 9 11
Company Profile Creative Brief Research Paper Target Audience Rebranding Strategy
I
I DESIGN RESEARCH
COMPANY PROFILE Overview The wildlife sanctuary rescues injured animals who can no longer survive on their own in the wild.When the animals breed, their offspring is released back into the wild.They are given a permenant home in the gardens and receive food and care by staff and volunteers.
They educate the community about the Florida everglades and offer ecological awareness training. Class field trips are encouraged.
Company Needs
Funding Opportunities
Morikami’s branding is top notch and what Flamingo Gardens should strive for. Their brand is strong
Their interactive activity center rivals a large museum. Guests take self-guided tours, and can either read
KEY NEEDS:
KEY OPPORTUNITIES:
ü ü ü
Funds to build and update wildlife exhibits Unified branding More volunteers
ü ü ü
New wildlife adoption strategy New donation strategy New field trip strategy
4
CREATIVE BRIEF In order for the Flamingo Gardens Rebranding Project to be successful, all creative work must align with these core objectives: PRIMARY PROJECT OBJECTIVE
TARGET AUDIENCE
To rebrand Flamingo Gardens by applying a new brand strategy, logo, and web design towards a new target audience.
Children and families
PRIMARY DELIVERABLES
KEY TENETS
• Redesigned logo • Redesigned website • Brand strategy - style guide and campaign guidelines
• Eco-awareness • Eco-responsibility • Wildlife Rehabilitation
PRIMARY COMPETITION
INDIRECT COMPETITION
• Morikami Japanese Gardens • Long Key Nature Center
• Indoor bounce houses/activity centers • TV (Movies, Cartoons) • Video Games
FLAMINGO I GARDENS DESIGN RESEARCH STYLE GUIDE
CAMPAIGN CALL-TO-ACTION
BRAND ATTRIBUTES
• Visit the location • Visit the website • Word-of-mouth
• Supportive • Informative • Sustainable
• Involved • Community • Friendly
POSITIONING Flamingo Gardens is the only place to learn about native everglades wildlife and flora in one location.
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RESEARCH PAPER Abstract Extensive research has been done to explore, define, and explain the process that should be taken to revitalize the brand of Flamingo Gardens and focus its attention towards a new target audience. Its current brand is dated, has no specific target audience, and does not fully take advantage of marketing opportunities such as the Web, on-site signage, and advertising. Flamingo Gardens is a non-profit organization, and relies on government and donor funds. A brand redesign will help to reestablish its mission and services in the community, increase brand perception in its market, and make a stronger case to attract funds that help to do more for their mission and cause. The redesign will entail updating the logo, website, signage, advertisements and other printed materials.A new branding strategy will keep these elements unified and consistent. Each
of these elements has been thoroughly researched to explain why each choice was made. Flamingo Gardens exists to remind, educate, and celebrate the beauty of the Florida Everglades by providing a one-of-a-kind eco experience and provide a permanent and safe home for its native flora and wildlife. In order to ensure that this unique establishment survives over the years and maintains the name that it built for itself and its importance in South Florida, a redesign of its brand is imperative.
The rebranding project In order to attract new customers and raise ecological awareness of the Florida Everglades at Flamingo Gardens, a campaign needs to be developed to bring in those new customers and keep them coming, while enticing existing customers to visit again. The company must
I DESIGN RESEARCH
also boost consumer perception, which is currently not as strong as it could be. Flamingo Gardens currently has a poor brand identity and is not as widely known as its competitors, even though it has the unique selling point of being the only botanical garden and wildlife sanctuary in south Florida. They currently target everyone as their audience, and in doing so their lack of direction towards a specific demographic results in a slower stream of customers. A new target audience will be the focus of the campaign, which will be launched along with a company rebranding effort that will allow Flamingo Gardens to reposition itself in its competitive market. This paper explains how the elements of the Flamingo Gardens rebranding project will create a stronger brand identity to bring more customers and raise ecological awareness of the Florida Everglades.
TARGET AUDIENCE KIDS AND FAMILIES Audience Profile
Kids have short attention span, puzzles and sensory activities to keep interested
PARENTS
Age:
30 - 40
Education: BFA Income:
$65,000
Job:
Electrician, Project Manager
Loves spending time together as a family
CHILDREN
Age:
Park and outdoor enthusiasts
Recycles as family and interested in lowering carbon footprint
5-10
Education: K-5 Interests: Science, biology Hobbies:
Playing outdoors, exploring, puzzles Parents need place for relaxation with children in tow Right: The target audience enjoys spending time outdoors and learning about the world around them.
FLAMINGO I GARDENS DESIGN RESEARCH STYLE GUIDE
10
REBRANDING STRATEGY SWOT ANALYSIS
STRENGTHS OPPORTUNITIES
+ + + +
New donation strategy
Close proximity to 195 Family bonding experience Exercise activity
New wildlife adoption strategy Social Media campaign Online shopping cart
х х х х
Price
– – – –
Morikami Japanese Gardens
EXTERNAL
No clear brand across media Extra tram fee No full-time guides on location
Indoor play areas TV Movies
NEGATIVE
Live Animals
THREATS
ü ü ü ü
WEAKNESSES
POSITIVE
INTERNAL
REBRANDING STRATEGY
Its all about positioning By understanding where Flamingo Gardens stands in the playing field, a strategy can be implemented to achieve its highest potential: KEY MOVES:
ü ü ü ü ü
Translate features into benefits Highlight edge over competition Create smart ad and web copy Cater to the customer's emotional needs Online strategy for new and existing customers
EXAMPLE Use this approach when writing ads and copy for print and web: Instead of feature only: a b c d
Live animals Nature shows Exercise Family bonding
Describe the benefit: a Live animals help kids learn about world around them b Nature shows help families be more aware of the environment c Gives families a healthy alternative to sitting on the couch d Family bonding strengthens the family unit
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CREATI VEDEV ELOP MENT
13 Competitive Survey 15 Design Research 19 Logo Development
II
COMPETITIVE SURVEY DIRECT COMPETITION
Morikami Japanese Gardens
Long Key Nature Center
Superb Branding
Interactive Exhibits
Morikami’s branding is top notch and what Flamingo Gardens should strive for. Their brand is strong and unified.
Their interactive activity center rivals a large museum. Guests take self-guided tours, and can either read or hear an audio narrative.
KEY FEATURES:
KEY FEATURES:
ü ü ü ü
Logo is consistent on all media All signage has same style and font Stands out amongst their competitors Consistent flow of repeat guests
ü ü ü ü
Video exhibit installations Sensory exploratory exhibits for kids Interactive buttons, puzzles, and artifacts Touch screen learning stations
II CREATIVE DEVELOPMENT
COMPETITIVE WEBSITE ANALYSIS
Busch Gardens - www.buschgardens.com
Morikami Japanese Gardens - www.morikami.com
Informative Homepage
Style Consistency
Their website homepage gives the user multiple opportunities to interact and find what they are looking for. Clear navigation makes searching easy.
Excellent public facing branding extends to website and continues to strengthen their brand. Rotating banner celebrates the beauty of the location.
KEY FEATURES:
KEY FEATURES:
ü ü ü ü
Park hours and temperature on homepage Target audience call-to-action buttons Three areas for upcoming events Rotating banner and tabbed navigation
ü ü ü ü
Website design consistent with branding Corporate giving and grants along Thoughtful donation and volunteer types Creative copywriting encourages action
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INSPIRATIONAL WEBSITES
Cuban Council www.cubancouncil.com
Itosieceni www.itosieceni.it
Detail & Readability
Innovative Interactivity
Design quality is immaculate and small details such as innovative footer navigation is impressive.Typography is well done. Headlines use consistent voice and tone.
This website goes against every trend and usual design layout in favor of their own. User is encouraged to explore content.
KEY FEATURES:
KEY FEATURES:
ü ü ü ü
Color coded sub header system Company history/culture influence Multiple simple navigation options Contact information easy to find
ü ü ü ü
Engaging typography Highly usable and interactive Out-of-the-box use of CSS coding Superb image optimization
II CREATIVE DEVELOPMENT
DESIGN RESEARCH MAGAZINE LAYOUT
Artforum
Caribbean Travel + Life
Excellent Layout
Finishing Touches
Page layout and typography encourages reading large amounts of copy. Intriguing headline copy catches the reader’s attention.
Pull quotes and finishing touches on copy design encourage reading.Visual flow of makes reading enjoyable from page to page.
KEY FEATURES:
KEY FEATURES:
ü ü ü ü
Large full-page photos Minimalist legible typography Memorable logo Target audience focused content
ü ü ü ü
Photos complement copy Attention-grabbing captions Bright warm color palette Image whitespace for headings
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DESIGN RESEARCH PHOTO ETHNOGRAPHY
II CREATIVE DEVELOPMENT
Studying visitors as an individual Photo ethnography is a field exercise in which subjects record their daily experiences with still or video cameras over an extended period of time.This practice is similar to visual anthropology because both use visual media for interpreting cultural human behavior. Flamingo gardens has been around since the 1960s, so as long as the internet has been around, and internet users have learned how to post images themselves, and with the popularity of Web 2.0 and the steady rise of social media, Flamingo Gardens has a wealth of imagery posted by others who have visited the location. This method of research gave a clear picture of the target audience and how to take advantage of marketing to them. The primary pictures shown were of families and children enjoying Analysis of images can provide insight into the lives and needs of the audience, and help identify ways to communicate with them.
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LOGO DEVELOPMENT WORD CLOUD everg
ts
animals
tropi
cal
clouds
oa
le
e d n s ow r br encks a grheammo G
sus
lm tainab
pa
rida
s t n
ed
s
e
es
e
ch
rs nts e pla flow
an
air
br
lem
Flo
en
s
mangroves
{w ildl
ife}
carefully chosen and the logo had to be able to stand beside each one and represent it.
e niqu e u ycl rec
u a ex t nctuanon-pr nity ry ofit su pe sun pp rie F rev l or bu ray a ita n liz sh tiv ce m ati on e in es l fri
soil
sun
k aw {involved dirt re } ar d en warm es tre fea s bo wa Hidden verbal meaning e th s taswam ter A combination of research and creative be ers ni ps a exploration was used to redesign the ca fl {ecos uty yst l or Flamingo Gardens logo.The word cloud e r rain a ain m} sil at left was created to make sure that ho f u h c or et so o a the logo represented what Flamingo te m bit s m est ut Gardens stands for. Each word was h a
en d l y
ro o
lades
go eaves b fur
ird s
exotic
II FLAMINGO CREATIVE GARDENS DEVELOPMENT STYLE GUIDE
Snowy the owl is a rescue whose ear was injured from a bb gun accident. She now assists during live animal presentations.
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LOGO DEVELOPMENT LOGO CREATION Need to change Creating the Brandmark this copy
should appeal to kids and the ‘kid at heart’ in adults. Based initial Once on theresearch headline, proved “When that was thethe logo lastwas time to be abstract, The voice should also sound like a friend is talking YOUcreative the took a process field trip?”, moved the voice to redesigning should bethe slightly Flamingo Gardens to them, someone familiar showing them around humorous logo. Careful and consideration thoughtful, intuitive of the company’s and playful.history Since was made Flamingo to Gardens. Almost a hand-holding type of the target ensure thataudience the redesign is children did not and completely families, the stray copy from itsvoice original should be heard when reading the type. version. This was done to make sure that people already familiar with Flamingo Gardens could relate to the new logo.
This photo was the inspiration for the shape of the head in the logo.
The creative process - from sketch to completion:
II CREATIVE DEVELOPMENT
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LOGO DEVELOPMENT THE NEW LOGO Logo Breakdown This logo will lead the new design for the rebranding project for Flamingo Gardens.The abstract style will give a clean, updated look and feel for the company, and its simple design will appeal to the target audience of children and families. The logo combines both a
flamingo and a leaf in their simplest forms to represent “Flamingo Gardens�.This way, the brandmark can stand with or without the logotype. Part of the strategy is to use the brandmark without the logotype for future branding uses such as new products and signage.
FLAMINGO GARDENS A logo must stand on its own in black and white first before color is added.
II CREATIVE DEVELOPMENT
BODY represents “Flamingo”
MULTIMEDIA FRIENDLY its simple shape resizes well, is cost effective to print, and can easily be applied to products, print, web, and mobile applications.
SIMPLE, ABSTRACT SHAPE
LEAF
research was done to determine if children could recognize abstract art; which proved true.
OPTIONAL LOGOTYPE created with the future in mind, the logo shape can be eventually used on its own, since both shapes represent the words “Flamingo Gardens”
represents “Gardens”
FLAMINGO GARDENS
CLASSIC FONT Gill Sans is a versatile font that will still look sleek and modern for years to come.
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STYL EGUI DE
28 29 31 33 36 37 45
Brand Description Color Palette Voice and Tone Fonts Approved Imagery Logo Specifications Medium-Specific Guidelines
III
Above: Woman at Flamingo Gardens, circa 1950’s. Top right: Wray family photos.
III STYLE GUIDE
BRAND DESCRIPTION About Flamingo Gardens
The Brand
Flamingo Gardens is a 60 acre wildlife sanctuary and botanical reserve in Davie, Florida. It began as a home that was built in the 1930’s by the Wrays, a business couple who used the property for entertaining and relaxation.They were an influential couple in the area who had ties to President Eisenhower and other local business individuals and civic groups. The home was later turned into an Everglades museum.
The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors.The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors. The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors.
Rescue and preservation Flamingo Gardens rescues injured animals who can no longer survive on their own in the wild. When the animals breed, their offspring is released back into the wild. They are given a permenant home in the gardens and receive food and care by staff and volunteers.Wildlife adoption is available to customers to help the company pay for animal care costs.
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COLOR PALETTE
III STYLE GUIDE
CMYK
RGB
HEX
PANTONE
0, 58, 87, 0
251, 134, 54
fb8636
1575 c
0, 32, 69, 0
255, 183, 98
fb7762
1365 c
1, 0, 44, 0
255, 245, 163
ff5a3
601 c
39, 0, 84, 0
166, 220, 87
abdc57
374 c
66, 0, 49, 0
56, 200, 162
38cba2
3385 c
19, 91, 100, 0
187, 57, 38
bb3926
180 c
42, 64, 98, 40
107, 71, 28
6b471c
1405 c
Why these colors? The following color palette was chosen to evoke emotions in the target audience and also depict colors naturally found in the everglades environment.The warm palette triggers energy and revival in adults, vibrant playfulness in children and fresh youthful happiness in teenagers.
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VOICE & TONE Voice Based on the headline, “When was the last time YOU took a field trip?”, the voice should be slightly humorous and thoughtful, intuitive and playful. Since the target audience is children and families, the copy should appeal to kids and the ‘kid at heart’ in adults. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard when reading the type.
Copy & Music The body copy and music alike should make the audience go to an unlimited and magical place of wonder. When you visit Flamingo Gardens, you get a sensory overload of beautiful tropical scenery and animals.The copy and music should only enhance the
emotion of the target audience, helping them to get the sense of “being in another world.”
Tone The tone should be childlike, talking to the child at heart in the audience, whether young or old. “Wanna see how otters play tag?” “Look at the huge crocodile!” “Follow me to see the bird show!” are just a few examples of the tone that should be used for advertisements and signage around the park itself. Using a consistent tone like this will help shape the brand of Flamingo Gardens and tap into the emotions of the audience.
III STYLE GUIDE
32
FONTS Visual Voices Flamingo Gardens fonts were chosen to establish the rebranding campaign by providing stability, playfulness, and durability to last well into the future.
III STYLE GUIDE
Headline
Filmotype LaSalle
Body copy Gill Sans Regular
Sub headers Gill Sans Bold Italic
Headers / Navigation Gill Sans Light
This font was chosen for its playfulness and attention-grabbing design. The tone of this font is “Hey, look over here!”, like a friend waving for you to hurry over and take a look. The logotype uses this classic font, which was chosen to give a strong and lasting impression for this historical company. The font is used throughout the campaign for brand unity. Gill Sans is a versatile font and ‘Bold Italic’ brings attention to the paragraph heading without distracting the reader from scanning the body copy. The curve and weight of this font resembles a flamingo, and also has an air of curious sophistication. It also does not compete with imagery or other fonts used in the campaign.
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III STYLE GUIDE
APPROVED IMAGERY Wildlife Images of wildlife should be close enough to distinguish what type of animal it is, and most of its body should be shown. Colors of the animal and its background should clearly contrast, not blending together.
Textures For advertisements and other print collateral, textured backgrounds are another option besides a more busy photograph.The photo of dirt to the left leaves ample space to the left of the leaves for copy placment.The vector sample has a light colored background of tiled leaves which is also acceptable.
could see at Flamingo Gardens. Use single-person shots moderately and more of groups of friends and/ or groups of families having fun together outdoors.
Nature Use shots close enough for the viewer to see the intricacies and details of the beauty of the plants shown. There should also be space for copy in the top third of the photo. In this image of palm leaves, a large heading can be placed in the sky area on the top left corner of the page.
Human Element When images of people are used, opt for waist-up shots where they are smiling in front of a natural outdoor setting with foilage similar to what a visitor
36
LOGO SPECIFICATIONS ALTERNATE LOGO VERSIONS The updated logo The Flamingo Gardens logo has four approved versions. They should be reproduced according to the following guidelines:
III STYLE GUIDE
FLAMINGO GARDENS
FLAMINGO GARDENS
FLAMINGO GARDENS
FLAMINGO GARDENS
Regular
Boxed
Reversed
Black & White
Whenever possible, the “regular” version should be used against a white background.
The “boxed” version is provided for use against any other background to ensure that the logo remains readable.
The “reversed version of the logo may be used against black, or PMS 369.
The “black and white” version is to be used in one color print jobs.
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LOGO SPECIFICATIONS CLEAR SPACE O O
Breathing room
O O
O O
To give the logo the greatest possible visual impact, it is important to always allow for the minimum amount of clear space around the logo. Avoid positioning text, photos, or other elements within the clear space zone.
FLAMINGO GARDENS O O Clear space must be twice the height of the “o” in the logotype
III STYLE GUIDE
40
LOGO SPECIFICATIONS BACKGROUND USAGE
IMAGE whitespace area
HEADING HERE Subheading
White Space Make sure that images chosen have “whitespace” for the page heading and subhead. In the picture above and throughout this book, notice the ample room in the top left or right corner for heading placement.
MORE EXAMPLES
III STYLE GUIDE
TEX TURED Headline Here is some text is here text here is some advertising text here
Copy and texture balance When using textured backgrounds like the picture above, make sure that the background does not compete with the copy, preferably with a simple soft pattern.
MORE EXAMPLES
42
LOGO SPECIFICATIONS INCORRECT USAGE Consistency across media types Choose the correct version for your project from the files provided. Do not change the colors, fonts, or proportions of the logo. Use only approved color backgrounds with the appropriate version of the logo.
FLAMINGO GARDENS
FLAMINGO GARDENS
Distorted Against dark
FLAMINGO GARDENS
FLAMINGO GARDENS
Too small
Too small
III STYLE GUIDE
CORRECT USAGE
How to use the logo Consistency is key.Against colored backgrounds, always use the reversed version, unless the background color is very light, such as very light yellow or blue. Make sure to adhere to the minimum size for optimum readibility.
FLAMINGO GARDENS
FLAMINGO GARDENS
FLAMINGO GARDENS
FLAMINGO GARDENS
Reversed against dark color background
Against light colored background
Correctly scaled
Correctly scaled
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MEDIUM-SPECIFIC ONLINE ONLINE
Logo versions for Web
FLAMINGO GARDENS
FLAMINGO GARDENS regular 100px
regular 200px
FLAMINGO GARDENS
FLAMINGO GARDENS boxed 200px
boxed 100px
Versions of the Flamingo Gardens logo have been provided in the .GIF, .JPG, and .PNG file formats for online usage. These versions are available in a large and small size.To avoid readability problems, do not use the logo online at any size other than the two provided. Theh ideal background color for the logo is white, but a “boxed” version has also been provided in two sizes for use against backgrounds other than white.
III STYLE GUIDE
Logo print specifications To reproduce the logo, use only pdf or eps files to ensure that the correct colors are used and so that the correct scaling is not compromised. If using the logo for letterheads, position on the top right of the page only, and no larger than 1 inch in height may be used. Business cards and all printed materials should follow the design guidelines stated in the logo specifications section.
FLAMINGO GARDENS
FLAMINGO GARDENS
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III STYLE GUIDE
MEDIUM-SPECIFIC SIGNAGE
Increase perception of value All signage should follow the guidelines set in the fonts section to ensure that branding is unified and can be trusted by the audience. There should be one design style consistent on the following, and all similar signage throughout the park location including: KEY SIGNAGE:
ü ü ü ü ü ü ü
Roadside park entrance sign Attraction signs Directional signs throughout the park Information signs Parking lot signs Cafe signs Accessibility signs
48
FINA LDES IGNS 51 53 54 55 56 57
Signage Brochure Web Ads Promotional Items Motion Graphics Website
IV
FINAL DESIGNS SIGNAGE
Park Front mounted entrance signage
D A O O R rdens)
G ingo Ga N I AM lam
FLfront of F (in
IV FINAL DESIGNS
OPPOSITE: Flamingo Gardens is located in front of a street named Flamingo Road.The current signage is hardly noticeable when driving past in a car. The updated signage below uses bright colors to attract the eye of a driver or passenger in a car. THIS PAGE: All signage should follow a similar style to the mounted entrance sign for consistency. The same font and design elements should be used such as the flower. There is flexibility with additional designs, such as the water which represents the “pond�. Related animals may also be added.
Attraction sign
52
Strategy in action Now that guidelines have been established for writing ad and web copy, lets take a look at how to sell those features and benefits to the audience. To refer back to copy guidelines, see page 10.
STANDARD WEB ADS b a c
FINDING THE RIGHT IMAGE:
Using a set of approved taglines, choose an image that supports the copy and intrigues the audience. Don't forget to use and crop images to include the crucial whitespace area for copy that is part of the new rebranding design guidelines. To refer back to whitespace in images, see page 41.
d e
NAMES AND DIMENSIONS:
a
Full Banner
468x60
b
Skyscraper
120x90
c
Vertical
120x240
d
Square
250x250
e
Button
120x90
IV FINAL DESIGNS
FINAL DESIGNS WEB ADS FLAMINGO GARDENS
Break the routine, get some air. SEE HOW FLAMINGO GARDENS
FLAMINGO GARDENS
Better than watching Animal Planet. SEE WHY Better than watching Animal Planet. SEE WHY
Better than watching Animal Planet. SEE WHY
FLAMINGO GARDENS
Better than watching Animal Planet.
54
Break the routine, get some fresh air. Flamingo Gardens is a place to explore, learn, and be together with the ones you love.You'll also be doing your part to conserve the native plants and wildlife of the everglades. It's a win-win situation. ü ü
Better than watching Animal Planet. FLAMINGO GARDENS
FRONT
ü
bond , r i a e m Catch so s you love. one with the
ü
Live animals help kids learn about the world around them Nature shows teach how to be more aware of the environment A healthy alternative to video games and TV Bond with the ones you love
Freedom awaits.
How to
find us
3750 S Flamin go Florida 33330- Road, Davie, 1614 ô Take I-95 Nor th or So ï I-595 uth to IWest to 595 Flamingo ò Flam Road (Ex ingo Roa it #1B) d South 2 miles
$2.00 OF
F
admissio
with this *unlimite
n
coupon
d guests
INSIDE
!
FLAMIN GO GARDEN S
IV FINAL DESIGNS
FINAL DESIGNS BROCHURE
Brochure basics
Speak to emotional needs
Continue to use the full bleed image approach for brochure design. Remember its all about making every media component complement each other, which in turn will strengthen the Flamingo Gardens brand and build more trust in the audience.Choose images that show target audience interacting with animals and each other at Flamingo Gardens. Basic contact, features, and direction information should be included, but the copy should be memorable.
Instead of only listing features that Flamingo Gardens offers, use brochures and flyers to tell the target audience what benefits they can receive by visiting. They need a reason why they should come to Flamingo Gardens and not the jungle gym down the street. Use the strongest statements on the front cover. For more examples, refer back to the rebranding strategy on page 19.
Color blocks
Images
Put type on top of color blocks that are part of the approved color pallete. Tints and opacity changes should only be applied to text and design elements. To refer back to the color palette, see page 38.
Close up shots are more personal and give the target audience an idea of what to expect when they visit. Brighten the colors if necessary and make sure they are vibrant and inviting.
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FINAL DESIGNS PROMOTIONAL ITEMS
Botanical Garden and Wildlife Sanctuary
FLAMINGO GARDENS
MAGNET
Reminders to visit
FLAMINGO GARDENS DAVIE, FLORIDA
3750 South Flamingo Road Davie, FL 33330
Some text here about promo items. PEN
IV FINAL DESIGNS
MOTION GRAPHICS
Time 0:02 - Tropical scene opens and animates with palm trees swaying and birds flying in background. Tropical background ambient noise plays.
Time 0:14 - Action words are used: learn, explore, conserve. Animals pop up from bottom of screen, same background from previous screens.
Time 0:20 - Palms, paper on top left, and parrot slide into view from sides of screen. Parrot narrates, “Explore my home!” Slideshow plays in polariod.
Time 0:28 - Previous wooden board and large logo fade out, web address fades in. Parrot slides in bottom right with text and voiceover, “See you there!”
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1024 px
30 px
logo
Website Features The website should follow the guidelines set in the fonts section to ensure that branding is unified and can be trusted by the audience. The website should follow the guidelines set in the fonts section to ensure that branding is unified and can be trusted by the audience.
rotatin
MAP
GET DIRECTIONS
ê ê ê ê
EVENTS Orchid Show
9/10
Splash waterpark
9/17
Food Trucks
9/23
Doc McStuffins visits!
9/28
MORE EVENTS
call-to
Buy Tickets ONLINE ONLY COUPON!
IV FINAL DESIGNS
FINAL DESIGNS WEBSITE
ng banner
o-action buttons
ADDITIONAL WEBPAGE EXAMPLES
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