INTRODUCTION Northwest region of the United States, it was easy to see the
Foundation targets a much more broad target audience
was then used in numerous different media formats, to ensure
more successful organization while also becoming a beacon of
Table of Contents Research...................................... 1.0 Company Overview ........................1.1 Research ....................................... 1.2 S.W.O.T Analysis ............................ 1.3 Creative Brief ................................. 1.4 Creative Development ................ 2.0 Moodboards .................................. 2.1 Logo Development ........................ 2.2 Print Development ......................... 2.3 Website Development .................... 2.4 Style Guide .................................. 3.0 Brand Voice and Imagery .............. 3.1 Brand Colors and Typography ....... 3.2 Logo Standards ............................. 3.3 Final Designs............................... 4.0 Website ......................................... 4.1 Social Media and Blog .................. 4.2 Print Ads ....................................... 4.3 Merchandise ................................. 4.4 References .................................. 5.0 Image References ......................... 5.1 Work Cited .................................... 5.2
research 1.0
1.1
company overview
Pride Foundation is a Northwest leader in bringing people, ideas, and resources together to ignite change
As a donor-supported community foundation, we
Washington State, Pride Foundation donors and
managing substantial funds to address the growing challenges facing the community, not the least of which
gifted outside of the community to groups considered
public foundation for our community and to create an endowment that would be prudently managed and professionally administered—a place where
and to create a legacy of change that will endure for
leaders—addressing existing and emerging community needs in urban, rural, and remote communities
At that time, the dedication and determination of (Pride Foundation, Our History)
1.2
research EQUALITY IN MOTION in the Northwest region of the United States that
Northwest region of the United States that focuses on
audience, such as scholarship programs, fellowships,
core, Pride Foundation is already a strong leader in
support and recognition Pride Foundation cannot
Pride Foundation has potential to become a much
Switching from a localized campaign, to a national campaign will assist Pride Foundation in gaining more that Pride Foundation faces is that as of today, the campaign will not only aid Pride Foundation in its efforts to educate those who do not know about the issues and
Together, we create community, and together, we can build a foundation for all.
people that Pride Foundation can reach, thus limiting
perfect time for Pride Foundation to expand and create a new brand identity that it can use to gain support on a
1.2 THE BRAND Pride Foundation was founded in 1985 as an organization dedicated to raising funds to address
Washington State, Pride Foundation donors and
alone greatly sets them apart from many of their
its competitors, Pride Foundation does not limit their
through our grants, and scholarships to students,
of substantial funding can limit the impact that these scale, once Pride Foundation begins to gain national
research paper ample opportunity to use a rebranding campaign and
in order for Pride Foundation to gain more support, their For a national campaign such as the one for Pride Foundation, the new target audience should be anyone
new updated logo design, a cleaner and user friendly website, as well as a social media campaign will aid in
of sexual orientation or gender identity, will be the best
goal of reaching a national audience and gaining support
opportunity to also gain support from others outside of
In addition to providing funding for accepted or discouraged by society, the public opinion
and polls, it is easy to see that Pride Foundation has
grants, and scholarships to students, Pride Foundation has active initiatives which further our mission
s.w.o.t. analysis
1.3
STRENGTHS
WEAKNESSES
Wide reach and audience as
Ability to adapt to current trends and
OPPORTUNITIES Nationalize its campaign and reach an
Gain more support so that it may
Help put an end to discrimination
THREATS Not being able to outshine other
1.4
creative brief
EQUALITY By creating a fresh and clean logo, an updated color palette, along with supporting typography and imagery,
will consist of an updated website, a number of social
Pride Foundation in nationalizing
creative 2.0 development
2.1 Preliminary
that these moodboards did not grasp the essence of
(The moodboards were used as a means of inspiration and some of the elements, such as
moodboards Final
2.2 ARIAL:
Pride Foundation MYRIAD PRO:
Pride Foundation FUTURA:
Pride Foundation Pride Foundation HELVETICA NEUE:
Pride Foundation stand alone mark when not being used together with the
design; a sans serif font that was simple and clean that would support the logomark, while not being too strong and that was simple yet compelling enough to be used as a
logo development
“Because we can’t always think
Final logo decisions
”
print development
2.3
MUST HAVES FOR PRINT!
• Strong imagery • Good contrast control • Use of brand colors • Supporting typography • Logo must be used and •
Because we can’t always think s
t h g i a tr Learn more at
www.pridefoundation.org
2.4
website development
style 3.0 guide
3.1
brand voice
Pride Foundation seeks to put an end to discrimination,
as we are all human beings with blood running through
campaign, Pride Foundation can reach both supporters
Pride, will be a constant factor in this new rebrand campaign, and will be seen throughout any and
imagery of subconcious connectons with each other and begin to
3.2
Pride Purple (Light)
brand colors
Pride Purple
Black
White
#ffffff
typography Helvetica BOLD
Helvetica REGULAR
“Because we can’t always think straight.”
Helvetica LIGHT/LIGHT OBLIQUE
3.3 IT IS OKAY TO “Because we can’t always think
”
logo standards IT IS NOT OKAY TO the four brand colors, applying a gradient, distorting the
base of the logomark unless the entire logo is one solid color), or
4.0 designs
4.1 When designing the website
simple and clean, while still
includes stories and links to other parts of the website, scrolls within the top naigation
to easily access current infromation and distinguish
allow users to easily access
designed with ease of access and clean layout where
information they are looking to can easily relate the same ease of access on the main
website
Back to home screen
Who are we? Where are we? What do we do? What can you do? Become a member
What can you do? Bring PF to you Come see PF in action Donate to PF Tell a friend
4.2
Pride Foundation Pride Foundation posted a new photo.
Because I love... A new print ad series. PHOTO
social media and blog
audience, and keep this new audience informed about topics, as social media campaign needed to take
that both supporters and potential supporters can access
be accessed across a multitude of platforms, from
print ads
4.3
After the transition there is still life to live. I still have my career goals. I still have my family goals; I want to have more kids. I would rather focus on those things than what’s down there. Carmen Carrera (formerly Christopher Roman)
#FDBVTF
#FDBVTF
* MPWF IJN
range in the content being shown, so that they can be successful in showing the wide range of humanity in the
* MPWF IFS can be worn by anyone regardless of sexual orientation backpack because it is one of the few non-gender
4.4
merchandise
references 5.0
5.1
image references
5.2
work cited
RICHIE SERRANO Full Sail University March 2014