Stepstones international
project book & style guide
“Our goal is to mobilize the local church and to help others to take the steps to make a difference in the world.� Mike Brister, Stepstones founder
TABLE OF CONTENTS
01 03 09 15 19 23 27 29 31 35 37 41 45 47 49 51 53 55 59 61 63
Introduction Research Target Audience SWOT Analysis Competitive- Landscape Creative Development Logo Exploration Moodboards Web Site Wire Frames Print Advertisements Style Guide Logo Color Palette Typography Photography Final Solutions Letterhead & Stationery Web Design Print Advertising Web Banner Resources
01. INTRODUCTION
Stepstones
01
is
a
Christian
Non-Profit
rebranding
campaign
of
Stepstones
organization that stands on its mission to
international.
Teach the heart of God, Train others to serve,
The objective of the Stepstones International
and to Take them into the world to walk out
rebranding campaign is to brand Stepstones
the Steps that bring lasting change to the
as a Christian humanitarian aid organization
lives of those in need.
that stands apart as “something different”
This campaign project books outlines the
and “worthy” of support though financial
process and solutions of a comprehensive
donations and hands on involvement.
introduction
02
RESEARCH
05.
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research Beginning just a few short years ago,
relationships in Africa in order to expand
Stepstones emerged onto the scene with
the reach of Stepstones’ ministry. The focus
a grand vision and a call to reach out
put toward the rebranding of Stepstones
and change the lives of a lost and broken
Ministry International will establish
world. Through established connections
Stepstones as “something different” and
in Haiti and Guatemala, Stepstones
“worthy of support.” Few Christian mission
has worked with local leaders to build
organizations have tapped into the non-
stronger more stable communities through
church-goer market as a means of financial
building churches, schools, orphanages
and volunteer support. Targeting this
and supplying them with the necessary
segment of the demographic is a huge
resources for daily operation. Stepstones
opportunity for Stepstones.
is currently beginning to establish
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07. Stepstones current marketing campaigns
American Population
have only focused on the traditional church
Non-church-goers
congregation member, which only accounts
Church-goers
for about 40% of the American population. Nearly 60% of the American population does not attend church on a regular basis, therefore, the current marketing for Stepstones is neglecting a large portion of consumers (Robinson, B.A). Of the 60% of the American population that do not attend church services, 60% are likely to donate money to a charity they deem worthy of support and 40% are likely to donate their time (Brooks, A.C.). 07
Non-Church-Goers Likely to Give Money Time
research It is imperative, for the growth of the Stepstones brand, that attempts be made to reach other marketable consumers that have a heart for and care about those in need. Stepstones stands on the brink of becoming a positive influence in changing the way the non-church world views Christians, church and missionaries. More importantly than changing how the world views church, Stepstones stands ready change the lives of those in dire need.
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09. TARGET
AUDIENCE DOERS promoters, hands on, evangelism of the cause - Charismatic, driven, culturally aware - Age 20s-40s
D O N AT O R S (money & time) - Mid to upper middle class - Professionals age 30+ - Married with family 09
research CLUBS
&
TRIBES
-Those who subscribe to Benevolent, Proactive, Humanitarian efforts that are proud to do their part and feel they make a difference - “Seeker” church members (“seeker” churches have a more culturally relevant, t-shirt & jeans, rock n’ roll atmosphere vs. a sunday school, choir robe and suit & tie environment) - Care about the environment - Active in the community - Support companies like TOMS shoes that promote a global awareness and commitment to a better tomorrow - Interested in healthy living & organic foods
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11.
Stepstones rises from other Christian humanitarian aid and mission organizations because they offer and encourage supporters to be more involved than simply writing a check. Stepstones offers a chance to be hands on in the efforts to help and heal those less fortunate, hurting, hungry and homeless. In fact, being hands on is built into Stepstones mission statement: teach others the heart of God for the nations, train them how to help and to take them into the nations (Brister, M.). Stepstones feels that physical involvement is the key to truly making a 11
research difference in the lives of others and yourself.
and to take people into the mission field,
Stepstones International offers supporters
Stepstones will quickly build brand loyalty
more than a tax deduction. Not to say that
among supporters.
other organizations do not offer a chance to
Since Stepstones birth, advertising and
volunteer and be hands on, but Stepstones
marketing efforts have been small yet
mission statement is centered on taking
effective, growing through word of mouth
people in the hurting world to be a part
and local networking. Stepstones main
of the life changing acts that Stepstones
source of support has been through the
embarks on. It is impossible to walk the
traditional means of marketing that all
rocky streets of Haiti or rain soaked jungle
mission organizations use: speaking at
trails of Guatemala and experience first
churches, mission conferences and camps.
hand the needs of a lost a broken world and not become a lifetime supporter of the cause. With a mission to teach, train, 12
13. Since the marketing campaigns of the
therefore, it is imperative that Stepstones not
organization have been ordinary and only
follow in the footsteps of more established
focusing on those who regularly attend
organizations and not rely solely only on the
church, missions conferences or camps,
traditional church congregation member to be
Stepstones is missing a large portion of
the sole support of the organization but also
the population that is willing to support
to include those who are non-church-goers
an organization like Stepstones. Another
who also care about helping those in need.
drawback to the current and past marketing
Many corporate, for-profit, companies are
efforts Stepstones has utilized is that it
beginning to see that there are consumers
causes Stepstones to get lost in the vast
who truly do care about the welfare of others
sea of all the other missions organizations.
and are shaping their marketing accordingly.
Stepstones is relatively young and small and
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research
14
15. SWOT The over arching purpose of the SWOT Analysis
of the SWOT board to visually communicate
is to visually identify the Strengths, Weaknesses,
what a brand that is appealing to both sides of
Opportunities and Threats of the organization.
the street would “feel� like. After all, a brand
It serves as a visual road map toward the style
is not products, logos, names or what the
and visual language that will be utilized in the
organization says it is; it is the gut feeling that
branding of Stepstones. In the current market,
the consumer feels about the company. The
there are few brands that offer what Stepstones
market for a nonprofit missions organization that
does and of the ones that do, they do not market
is targeted toward a younger, more culturally
toward the churched and the non-churched.
aware audience, is wide open and Stepstones
Much of the competition’s design work is stale
is taking hold of it as the innovative front-runner.
and similar to other competitors. It is the goal
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research
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17. STRENGTHS Stepstones offers it’s supporters the benefits and the peace of mind of great leadership with experience in international travel and affairs, hands-on involvement in making a difference. The organization benefits from the strength of a younger more charismatic target market that is enthusiastic that is willing to spread the word and become involved int the efforts of Stepstones on a large and grass roots level.
WEAKNESSES Some of the weaknesses that were revealed in the analysis were the limitations of a low budget and a small staff. Others were misconceptions of Christian organizations by the general public like: stuffy, disconnected and “cheesy.” A weakness that is needs to be addressed is the that Stepstones is unheard of and unknown. 17
SW
WOT
research OPPORTUNITIES Some of the opportunities that are closest at hand and most needed are: increased visibility though effective advertising and marketing to expand the brands reach to include those outside the traditional church. Others that are possible in the near future would be to join up with other like minded organizations and extend the reach to more countries in need.
T H R E ATS One of the threats that Stepstones faces is that it currently does not employ an outside financial accountability service to bring peace of mind to the potential supporter of the organizations legitimacy. Other threats that are eminent are falling U.S. economy, global unrest and instability and the annoyance of heightened travel security and uneasiness that some have in international travel. 18
19. COMPETITIVE
19
LANDSCAPE
research A competitive landscape study was
to guarantee that it can accomplish all that
conducted to get a better understanding
Stepstones needs it to do. To make sure that
as to what is out there and how well
the Stepstones logo floats to the top in the
Stepstones fits into or stands out from the
sea of other non-profit organizations, the
landscape. Since so much emphasis is
logo has been designed to be strong and
placed on logos, and that the Stepstones
unique yet simple, professional and flexible.
logo will be used extensively in the process
The logo is designed with a clean, simple
of developing strong brand identity and
style that promotes legibility and ease of
brand recognition, the logo was put through
reproduction across a multitude of media
many different stages, styles and tortured
choices.
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21.
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Compassion.org
WorldVision.org
Compassion is one of the nations largest nonprofit Christian aid organizations. They find a lot of support through artist endorsement and. I feel that they are a good organization to keep an eye on.
World Vision is also a very large organization that has a great marketing approach. They offer materials for local churches to host mission focused Sundays. They have a more clever approach to marketing and drumming up support than the other organizations on this form.
research
GlobalExpeditions.com
MercyShips.org
Global Expeditions is close Stepstones in operations as it offers people to be hands on in changing the world. The main difference is that it focusses it’s attention on teenagers.
Mercy Ships is similar to Stepstones because it asks for volunteers before asking for money. They want people to join them in changing lives offering chances to live aboard ship on excursions to remote ports where they operate as a floating hospital.
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CREATIVE DEVELOPMENT
25.
25
creative development
“Much of the creative development was rooted in the personal experience I had with Stepstones International as we built the first three of thirty new homes in a small community in the mountains of Haiti after the massive earthquake in 2010.� ~ Ryan Richey
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27.
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creative development LOGO
EXPLORATION During
the
logo
exploration part of the creative development process, many designs were crafted no matter how “good” or “bad” they were. The goal was to try to symbolize Stepstones personality, purpose and goals in one easily recognizable and reproducible logo and logo type. 28
29. MOODBOARDS During the creative development stages Moodboards were created to help visualize the a style and voice of the campaign. In the Moodboards are images, textures, color palettes, typography, and the important key tenets of the organization. To the right is the moodboard created later in the process and that became Collection of inspiration and target markets
the the chosen graphic tool box in which to draw cues from for the entire creative development.
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creative development
30
31. WEBSITE
WIRE
FRAMES
Home/main layout 31
creative development The website is designed to be an interactive Java powered site. The background image can be changed by the viewer and it will change on each page. The Home page layout will be constant through out the entire site except where application or functionality requirements differ, for example a blog or news feed. For secondary pages that require more of a time line approach a page similar to the one shown on this page will be used.
Secondary layout 32
33. The Stepstones web design will rely heavily on captivating photography that helps tell the story of what Stepstones does and of the lives of whom it helps change. The web design, along with the other designs in the campaign, will utilize as much actual footage of Stepstones events as possible, but since seldom do professional photographers or videographer, appropriate stock photography will be used if necessary.
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creative development
Stepstones International website redesign
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35. PRINT
ADVERTISEMENTS
Part of the creative process is to work on visual languages and approaches to print advertisements for both mass marketing as well as concise, strategic marketing campaigns. On the following page you can see two very different ideas that where worked on early in the creative development process.
35
creative development
Personal Testimony Ad idea
Emotional Connection Ad idea
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STYLE GUIDE
39. COMMUNICATING
39
STEPSTONES
The Stepstones core brand message and key
of the message to every Stepstones supporter
attributes are carried through all mediums of
and potential supporter. The brand elements
communications through the intelligent use
include: The Stepstones logo and emblem,
of color, typography, photography, and other
colors, typefaces, motion graphics and video
Stepstones brand elements. Proper usage is
design. Stepstones core values are drawn
important to ensure the quality and accuracy
from the life and ministry of Jesus Christ and
style guide LOVE .
C O M PA S S I O N .
ACTION.
truths found in scriptures of the Bible. Such
communicate the hope, forgiveness, love and
verses like Matthew 25:34-40, James 1:27
salvation that is available though the life and
and Isaiah 1:17, that tell us to “Learn to do
death of Jesus Christ. This messages should
right; seek justice. Defend the oppressed.
also be at the foundation of all media created
Take up the cause of the fatherless; plead
to support, promote or carry the name
the case of the widow.� The ultimate goal of
Stepstones International.
the ministry of Stepstones International is to
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41. LOGO x x
x x
Ideally the logo will be used on a white background for maximum impact and clarity. The logo will have a minimum of 1 X-height white space around it. In order to maintain legibility of the logo the minimum X-height is 1/4�, .64 centimeters, 1.5 picas, or 18 points.
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style guide
The color version of the logo ideally is used on a white or light neutral backgrounds for greatest impact. For use on darker backgrounds please use the two color Green and White version of the logo as the first choice option followed by the one color White version as a second choice.
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43. LOGO
DON'TS Do not distort the shape of the logo.
Do not place the logo over patterns.
Do not place the logo on photos that are busy or have multiple shapes or colors.
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style guide Stepstones Stepstones Stepstones international
Do not replace the typeface of the logo.
international international
Do not change color of the logo.
Do not place the logo on colors not in Stepstones approved color palette color.
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45. COLOR
PALETTE
The color palette chosen for Stepstones has a warm, earthy feel with punches of bright hopeful greens and blues. The colors were chosen from photographs from the regions that Stepstones is currently active and areas that Stepstones plans to expand to in the near future. The darker colors of the palette are an important tool in communicating the current state of the impoverished regions while the more upbeat, bright blues and greens help to communicate the hope and the change that Stepstones is brings. The earth tones in the color palette serve as a guide and are not specific color matches. Although, the chosen Stepstones Green and Stepstones Blue are required to be color matched either by PMS, CMYK or RGB. 45
style guide Stepstones Green PMS = DS 294-1 U CMYK = 50, 0, 100, 0 RGB = 141, 198, 63
Stepstones Blue PMS = DS 273-7 U CMYK = 45,0, 40, 25 RGB = 11. 164, 139
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47. TYPOGRAPHY
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HEADING abeatbyKai 24 pt tracking 340 kerning (Metrics)
A B C D E F M N O P Q R S a b c d e f m n o p q r s 1 2 3 4 5 , . " ' ! @ # $
G H T U V g h t u v 6 7 % & *
J K X Y j k x y 9 ) _
L Z l z 0 +
Sub Heading Helvetica Neue (Light) 18 pt tracking 0 kerning (Metrics)
A M a m 1 ,
G H I J K T U V W X Y g h i j k t u v w x y 6 7 8 9 % & * ( ) _
L Z l z 0 +
B N b n 2 . "
C D O P Q c d o p q 3 4 ' ! @
E F R S e f r s 5 # $
I W i w 8 (
style guide Body Helvetica Neue (Light) 14 pt tracking 0 kerning (Metrics)
A M a m 1 ,
Web Font Verdana 12 pt tracking 0 kerning (Metrics)
A B M N a b m n 1 2 , . "
B N b n 2 . "
C D O P Q c d o p q 3 4 ' ! @
E F R S e f r s 5 # $
G H I J K T U V W X Y g h i j k t u v w x y 6 7 8 9 % & * ( ) _
C D E F G H I O P Q R S T U V W c d e f g h i o p q r s t u v w 3 4 5 6 7 8 ' ! @ # $ % & * (
J X j x
K Y k y 9 ) _
L Z l z 0 + L Z l z 0 + 48
49. PHOTOGRAPHY When selecting photographs, it is important to choose images that communicate the attributes of the brand and leave the viewer with a positive feeling that being involved with Stepstones really can make a difference and change someone’s life in need. Although it may be tempting to use imagery of the immense need and think that it will make people feel compelled to get involved, it will cause the viewers to feel they are helpless to solve the problem and therefore,
DO USE: photography that depicts the lives and culture of those who are affected by the ministry of Stepstones with a positive or neutral emotional tone and photos of Stepstones supporters and/or staff in action or the result of Stepstones actions. 49
style guide feel they can’t make a difference. Using imagery that only shows the need will cause Stepstones to become lost in the sea of other organizations that use sad imagery as a tactic to aquire financial support. It is important to remember that Stepstones Internatianal is an organizations that is “something different” and “worthy of support,” and that Stepstones is currently making a difference in the lives of those in need.
DO NOT USE: photography that depicts starving children, death, sadness, hopelessness, poverty, etc.
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FINAL SOLUTIONS
53. LETTERHEAD
53
&
STATIONERY
Letterhead and office stationery is part of the
pivotal roll in communicating who and what a brand
tangible pieces of the organizations brand identity.
is. The letterhead offers a clean, easily reproducible
Although a brand is much more than a logo and
document that will translate well in either color or
set of letterheads and business cards, they play a
black and white for copy and fax machines.
final solutions
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55. WEB
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DESIGN
The web site is designed to be informative but with
button style navigation. There is also an option to
an interactive feel. Stepstones web site is designed
change the background image, making the viewer
and created with Java sliders serving as a navigation
more in control of the experience, increasing the
option from page to page in addition to traditional
chances the viewer will stay on the site longer.
final solutions
Home Page 56
57.
Meet The Team
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News & Media
final solutions
Contact
Mission
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59. PRINT
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ADVERTISING
The print advertising initially created for the
focussed design to increase understanding that
rebranding campaign is centered around awareness
there are many who need help but you can make
and focussed on taking the steps to make a
the difference for one. The postcard is designed
difference in global suffering, poverty and hunger.
to target a more focused audience and urges
Included in the campaign is a poster designed for
potential supporters to inquire how to take the
a broad audience. The poster is an awareness
steps that make a lasting difference.
final solutions
poster
postcard / event notice 60
49. 61. WEB
61
BANNER
This design utilized simple and subtle animation to
ference.” The camera continues to follow the stroke
draw the eye to the banner advertisement without
and the flair once more reveals the words “learn
being overly flashy and offensive. The animations
more at.” Then the flare brightens and washes out
opens up a black screen as a green stroke begins
the screen. As the flare recedes images of support-
to “draw on” and a lens flare appears on the left
ers playing with children, working and posing with
side of the screen. As the flair moves across the
villagers behind the Stepstones logo. This anima-
screen the words “take the steps” appear. The
tion will be a Flash Media banner and will link view-
camera follows the green stroke and the flare trav-
ers to the organizations “Get Involved / Donate”
els back left revealing the words “that make a dif-
page of their web site.
final solutions
Size: 468 X 60px Frame Rate: 15fps Duration: 25 seconds Font: AbeatbyKai (same used in logo and web) 62
RESEARCH & PHOTO REFERENCES
65. IM A GE RE F E R E N C E S : Brister, Mike http://stepstonesmissions.org/ https://www.facebook.com/profilephp?id=700 118961&sk=photos *Chelseasthoughts.wordpress.com http://chelseasthoughts.files.wordpress. com/2011/01/helping-others.jpg *Cowart, Jeremy http://jeremycowart.com/galleries/africa/ http://jeremycowart.com/galleries/iphone/ *iStock photo.com http://www.istockphoto.com/file_thumbview_ approve/11719014/2/istockphoto_11719014health-worker.jpg
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http://www.istockphoto.com/file_thumbview_ approve/11569690/2/istockphoto _11569690-american-woman-holding-africangirls.jpg
Copyright © 1999 to 2007 by Ontario Consultants on Religious Tolerance. Latest update: 2007-AUG-10 Author: B.A. Robinson
Ryan Richey https://www.facebook.com/ ryanrrichey?sk=photos http://www.richeycreative.com
Hoover Institution Stanford University Article Title: Religious Faith and Charitable Giving http://www.hoover.org/publications/policyreview/article/6577 Copyright © 2011 by the Board of Trustees of Leland Stanford Junior University October 1, 2003 policy review » no. 121 » features Religious Faith and Charitable Giving Author: Arthur C. Brooks
RES EA RC H PA P ER REFEREN C ES : Religious Tolerance Article Title: Religious Practices and Information, How many North Americans attend religious services (and how many lie about going) http://www.religioustolerance.org/re_rate.htm
Brister, M. (2010) Mission. Retrieved from
references refrences http://stepstonesmissions.wordpress.com/ mission/
away-ad-campaigns-of-the-mainline-denominations/
Brooks, A. C. (October 1, 2003) Religious faith and charitable giving. Retrieved from http://www.hoover.org/publications/policyreview/article/6577
Merchant, D. (Producer), & Merchant, D. (Director). (September ). Lord, save us from your followers [Motion picture]. United States of American: Lightning Strikes Entertainment, LLC.
Hallock, J. (Date Unknown) Colour assignment. Retrieved from http://www.joehallock.com/edu/COM498/ index.html Hendricks, K. D. (June 11, 2009) You can’t advertise problems away: ad campaigns of the mainline denominations. Retrieved from http://www.churchmarketingsucks. com/2009/06/you-cant-advertise-problems-
Robinson, B. A. (August 10, 2007) Religious practices and information, how many north americans attend religious services? Retrieved from http://www.religioustolerance.org/ re_rate.htm
http://www.insidefacebook.com/2010/01/04/ december-data-on-facebook%E2%80%99sus-growth-by-age-and-gender-beyond100-million/ Stevens, T. (2008). Pop goes the church: Should the church engage pop culture. Camby, IN: Power Publishing. Wong, E., (December 8, 2008). Doritos puts a face on good deeds. Retrieved from http://www.adweek.com/news/advertising-branding/doritos-puts-face-gooddeeds-97603
Smith, J. (January 4, 2010). December data on facebook’s us growth by age and gender: beyond 100 million. Retrieved from
* All images used for educational purposes, not intended to be sold or used for profit.
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Ryan Richey ryanrichey@me.com 903.288.6038