Momentum Process Book by sehenuk

THESIS PROCESS

Book design ÂŠ 2015 by Becky Sehenuk / #02519280 beckysehenuk@yahoo.com | www.beckysehenuk.com All rights reserved. Academy of Ar t University Graduate School of Graphic Design Spring 2015 Becky Sehenuk Published by Becky Sehenuk for MFA Graphic Design Thesis, instructed by Anitra Nottingham, Jeremy Stout, Marc English, and Carolina DeBar tolo at the Academy of Ar t University, San Francisco, CA. Printed and bound by Blurb. Title Typeface: Avenir 95 Black 22pt +80 Text Typeface: Avenir 35 Light 8pt/15 +45 No por tion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or otherwise without the express written permission of the publisher.

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DISCOVERY 1

THE PROBLEM

RESEARCH

CONCEPT DEVELOPMENT

IDENTITY EARLY CONCEPTS FINAL DELIVERABLES

FUTURE APPLICATION

Experience With Nonprofits

The Problem

The Audience

The Need

Initial Research

Inter views with Nonprofits

Workshops + Conferences

Findings

Key words + Aspirational Statement

Visual Research

Materials Matrix + Timeline

Projec t Summar y Video

Content

Brand Development

Visual System Guidelines

Deliverable Exploration

Initial Concepts

Icon System

Deck of Cards

Obser vation Studies

PSA Videos

100

Website

116

User Testing

120

Momentum in Use

132

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THE PROBLEM

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EXPERIENCE I have been working alongside a

It became blatantly apparent to me

Design is a powerful tool, that if used

variety of faith-based nonprofits for

that these nonprofits desperately

directly, can help nonprofits reach

over fif teen years. Through full-time

needed to integrate proper use of

their goals and have a greater impact.

employment, volunteer outreaches,

design into their efforts. In response

and helping run campaigns, I have

to this discovery, Iâ&#x20AC;&#x2122;ve invested many

seen the inner workings of how non-

hours helping nonprofits utilize visual

profits operate and where some of

systems to raise awareness, encourage

their major struggles lie.

support, and reach a wider audience.

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EXPERIENCE WITH NONPROFITS FAITH-BASED NONPROFITS INTERVIEWED: FOREVER FOUND LIFE IMPACT INTERNATIONAL CHILDREN’S HUNGER FUND VENTURA COUNTRY RESCUE MISSION CORNERSTONE COMMUNITY CHURCH CALVARY COMMUNITY CHURCH JONI AND FRIENDS PROEM MISSIONS IN POLAND SEQUIM BIBLE CHURCH LILY OF THE VALLEY ENDEAVOR AFRICA RENEWAL MINISTRIES INVISIBLE CHILDREN LIFE WITHOUT LIMBS SLAVERY NO MORE INTERNATIONAL JUSTICE MISSION TWINLESS TWINS SUPPORT GROUP INTL. CASA HOGAR BELEN ORPHANAGE SECOND STORY THE POINT CHURCH ONE STORY MINISTRIES

THE PROBLEM

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THE PROBLEM As the number of non-profits grows in the United States, the vast and unmeasurable needs of this world are still not

With low budgets, limited resources, and

being met, and understandably so.

poor engagement, how are faith-based

While itâ&#x20AC;&#x2122;s difficult to quantify, reports

nonprofits able to effectively present their

show that roughly 30,000 to 60,000 non-profits disappear each year. The reasons for this trend are numerous, yet the primary ones are certainly a lack of funds and technical support.

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cause and inspire positive change?

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Being strategic with implementing good design can help faith-based nonprofits raise awareness and support, and empower them to have a greater impact in their community.

THE PROBLEM

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THE AUDIENCE The number of new nonprofits

Additionally, most often these volun-

continues to rise. The majority of

teers have the passion and the vision

these are small in size and impact,

for their cause, however, they lack the

yet have the potential for significant,

knowledge and resources to imple-

positive influence. The primary

ment graphic design in a way that

audience of my thesis are smaller

builds and promotes their mission.

faith-based non-profits, such as churches and ministries, who are primarily volunteer led. The use of graphic design among those nonprofits is commonly nonexistent or executed poorly. They are less inclined to embrace a design centric culture, relying on their volunteers to handle the growth and success of their organization. Unless these nonprofits have people who can help them integrate successful design, they often donâ&#x20AC;&#x2122;t even realize what they are missing.

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Regardless of denomination, faith-based non-profits strive to be world changers; they breathe as activists, relief providers, culture shifters and life savers.

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MISSION GROUP PROVIDING SHELTER TO REFUGEES

MINISTRY TO CHILDREN AFFECTED BY DISABILITIES

ORPHANAGE FOR VICTIMS OF CHILD TRAFFICKING CHURCH YOUTH GROUP

ORPHANAGE FOR VICTIMS OF CHILD TRAFFICKING

THE PROBLEM

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RESEARCH There are over 1.5 million nonprofits

My research and experience shows

in the United States today. It is impos-

that a large percentage of faith-

Design is not on their

sible to know what all their needs are

based nonprofits are poorly utilizing

or provide a solution that would work

design, if using it at all. Through

radar as a nonprofit,

for all of them in the same way.

numerous inter views, par ticipation in

but it needs to be.

events, and delving deep into awareness projec ts and campaigns, I came to realize many of these nonprofits have no clue where to star t. Design is not on their radar as a nonprofit, but it needs to be. This thesis projec t can help faithbased nonprofits understand how design can play a role in their effor ts. It can also empower with the design tools that they need to better accomplish their mission and reach their goals.

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Questions asked by faith-based nonprofits: “ Do I even need a brand? Can’t I just use my name as the logo?” “ How does social media work to raise money? I don’t know how to use it.” “ We don’t have a budget for design, so how are we supposed to get a good brand?” “ Do you know of anyone who can design a postcard for us for free?” “ Can you give me a design file that we can edit ourselves for future years?”

THE PROBLEM

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RESEARCH

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RESEARCH

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INITIAL RESEARCH My initial research focused on figuring

I reviewed numerous nonprofits and

out which areas within a faith-based

evaluated their brand, website, social

nonprofit could be most affected by

media presence, print collateral, and

good use of design. With the varying

fundraising campaigns. I conduc ted

t ypes of nonprofits in existence I

inter views and spoke members and

knew I needed to pinpoint areas that

volutneers. I began to see a common

would be prominent regardless of the

thread regarding poor use of design.

services offered by the nonprofit.

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RESEARCH

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INTERVIEWS WITH NONPROFITS I interviewed a number of faith-based nonprofits, asking them questions specifically about how they are using graphic design and where they feel their nonprofit could improve incorporating design. I asked each nonprofit thir ty-five questions. The ones that yielded the most helpful information are highlighted in the following pages.

INITIAL QUESTIONNAIRE EXPLORATION

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FINAL QUESTIONS Do you think your nonprofit has a strong logo/brand?

What type of information is on your website?

What made you choose the logo that you currently have for your nonprofit?

Are there oppor tunities on your website for people to get involved with your nonprofit?

Do you think your brand accurately fits the purpose of your nonprofit?

Do you use Google Analy tics with your website?

Can you easily explain what your nonprofit does and why? Are there any branding needs that you have?

How impor tant do you think your brand is to the success of your nonprofit?

What campaign strategies, if any, have you done? Do you feel they were successful? Why or why not? What types of things have you done to acquire donors? Who are your donors? How do you retain your donors? What do your donors receive when they give? (Thank you card, letter, receipt, etc.) How do you ask for money?

Does your nonprofit use social media? If so, how?

Are you comfor table asking for money?

How of ten do you post something about your nonprofit on social media?

Do you have any “Asks”? What do they look like?

What types of posts to do make? Fac ts about your nonprofit? Stories of those you ser ve? Which social media platforms do you use most? Do you feel you successfully use social media to raise suppor t for your nonprofit? Do you intentionally connec t with your donors through your social media? Do you coordinate any social media events? Do you have a website? Who created your website? Do you think your website is easy to use? Is there any thing not working well on your website?

What have you done to raise awareness for your nonprofit? Why do you do what you do? (How does that inspires other’s to want to do the same?) Are there other nonprofits that are doing what your nonprofit does? Have you experienced advocacy programs for other nonprofits that you’ve liked? What ways can people show their support to your nonprofit? Where would you go if you had a graphic design need? How impor tant is design to your nonprofit? What do you think your greatest design need is? Have you worked with designers before? If so, what was your experience with them? Do you have a budget for design work?

RESEARCH

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INTERVIEW HIGHLIGHTS These interviews were extremely

Below are highlight responses from

helpful. They further reinforce the

four of the interviews I conducted.

reality that faith-based nonprofits

Their responses helped me fine-

have a great need for utilizing design

tune which areas are most in need

to support their efforts.

of design solutions.

INTERVIEWEES

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Whitfield Christian Academy

Twinless Twins Suppor t Group Intl.

Slaver y No More

Calvar y Christian Church

Do you think your nonprofit has a strong logo/brand? Our logo isn’t anything special inherently. It doesn’t communicate anything particularly strong or particularly weak. Somewhat, but it needs work. I need to find someone who can improve it for us. No, it is out of date and looks tired. Yes. Recently a member of the church offered his services and redesigned our logo. How important do you think your brand is to the success of your nonprofit? It’s a pretty big deal because our main battle right now is name recognition and recollection. So we use our logo and identifiers all the time and we don’t use any photos in marketing in which our brand standards weren’t followed. It is vital. Completely. As it tells our non-profit story. On a scale of 1-10, it’s up there. (8) Do you think your website is easy to use? Is there anything not working well? It’s ridiculously text-heavy, has about 100 too many navigation options, utilizes poor photography, and looks outdated and ugly. It’s easy to use once you know exactly what you want to get to, otherwise it’s embarrassing. Yes, I think it is. It’s difficult keeping it up to date though. It is not easy to use, we get complaints of it not working well. The information is disorganized. We took an approach to “put it all” on the web but it got out of control and we lost organization. Because of this we do not update articles just keep adding. We do see the issues this created, however, we just are unaware how to organize it all now. Website works well, but with limited functionality. We don’t have the ability for our community to log in and interact as “insiders”.

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Where would you go if you had a graphic design need? If it’s small-scale, it’s my job. If it’s bigger, the marketing firm we work with takes care of it, but we try to avoid doing that because of low budget. I would approach graphic designers I have worked for in the past because of trust has been established and their work has proven to be effective. Try to find a member, friend, or family member who may know something about design. We’ d do it ourselves. We have better-than-average capability, though it’s not entirely professional. How important is design to your nonprofit? Very. It’s kind of the high-end side of education, so we have to constantly look professional and cutting-edge. Vital- it can either catch someone’s attention, or they can overlook it, which can have a direct effect on the charitable work we are trying to do, so essential effects our clients. It is really important. However, we do not have funds to pay for the service. Very important. I believe it’s a key influencer in the community’s impression of us. What do you think your greatest design need is? We’re currently working with a company to create a new athletic logo because ours is pretty awful and our coaches keep going off-brand because they dont like what we have. A strong brand and consistency Logo, branding, getting our message out. People are often confused as to who we are/what we do. Social media. There’s great potential for promotion on Facebook & Instagram, but we’re not tapping it effectively. Biggest issue your non-profit faces? Awareness. We’ve been around for 17 years and we’re kind of tucked away on a side street. Most people in the area don’t know we exist. Awareness and engagement with our supporters. We have a high retention rate, but getting our name out there has been really hard for us. Getting the message out of who we are, looking like an authority in the field and by far fundraising. We need money to survive. Declining membership. We aren’t sure how best to retain people. Because of this tithing is inconsistent.

RESEARCH

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WORKSHOPS + CONFERENCES In an effor t to learn from other

Christian Leadership Alliance Conference, Dallas, TX

nonprofits and hear from exper ts in

National Religious Broadcasters Convention, Nashville, TN

specific fields such as fundraising

Blackbaud Peer-to-Peer Fundraising Workshop, Los Angeles, CA

and social media, I attended various

5Q Communications Conference, OH

workshops and conferences.

Center for Nonprofits Workshop: Social Media & Your Ministr y, CA

I gained a lot of great insight and direc tion on what would make up the key areas of my thesis.

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Facebook Workshop: Your Nonprofitâ&#x20AC;&#x2122;s Message, Nashville, TN

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RESEARCH

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THE OUTCOME There are design resources and services

Itâ&#x20AC;&#x2122;s impossible to provide ever y thing

available for faith-based nonprofits,

to ever yone. Therefore, I need to

however, most are beyond the scope

star t at the beginning and address

and budget of what they can afford.

foundational areas in which design

Many of these nonprofits revealed that they are using design, but admit that they arenâ&#x20AC;&#x2122;t using it well or to its full potential because of a lack of resources. For those who outsource their design work, it is minimal at best due to limited budgets. For others, design is a foreign concept to them and they cannot grasp why or how it would help their nonprofit.

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can empower these faith-based nonprofits. Based on my research and inter views I believe these foundational areas are where the focus needs to be: BR ANDING SOCIAL MEDIA WEBSITE FUNDR AISING ADVOCACY

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RESEARCH

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CONCEPT DEVELOPMENT

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KEY WORDS From my research and findings I

SIMPLICIT Y

VELOCIT Y

began to explore key words that

INFLUENTIAL

STORY TELLING

embody the meaning and purpose of

PURPOSEFUL

PASSION

my thesis. These key words were used

INSTRUMENTAL

RECOGNITION

as the foundation for my thesis mes-

UNAMBIGUOUS

PROBLEM SOLVING

saging and deliverables.

DEDICATION

MOTIVATING

EFFECTIVE

CONCISE

STRATEGIC

EMPOWER

CHALLENGING

ABRIDGE

FEARLESS

TRANSPARENCY

COLL ABORATIVE

INNOVATIVE

ENGAGING

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ASPIR ATIONAL STATEMENT Empower faith-based nonprofits to successfully share their passion and influence global change through effective graphic design systems.

CONCEPT DEVELOPMENT

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VISUAL RESEARCH Using my keywords and aspirational

This visual research included looking

statement, I began my visual research

through digital media and print

to explore possible themes and imag-

publications, focusing on a variety of

ery that could take shape in my final

images, typography, color palettes,

thesis deliverables.

and illustrations.

INFLUENTIAL

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PASSION

EMPOWER

CONCEPT DEVELOPMENT

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MATERIALS MATRIX With most of my research and content

MATERIALS MATRIX

development complete I began to

Becky Sehenuk Academy of Art University

flesh out what deliverables I needed to design. This matrix evolved over the course of two years as I explored possible deliverables and worked

BRANDING A cohesive brand that is simple and straightforward and speaks to nonprofits. This will be implemented through all deliverables including the website.

through beginning concepts.

Branding Guidelines - single sheet that outlines how the brand should be used.

DECK OF CARDS Set of Cards (2.5â&#x20AC;łx3.5â&#x20AC;ł). A deck of 15 cards with an accordion, tri-fold instructional card. The cards will contain questions pertain to 5 components that a faith-based nonprofit would need to be successful at in order to thrive. Each component (Brand, Social Media, Website, Fundraising, Advocacy) will have 3 associated cards that lead a nonprofit through a series of questions that ultimately drive them to momentumnonprofits.org. The deck of cards will be housed in custom-shaped box that is each to use and compliments the cards.

PSA VIDEOS (30 seconds to one minute in length) Three short PSAs which will include stories from volunteers/founders/donors of faithbased nonprofits. Highlight the importance of strong branding, good use of design. PSA 1: Brand Recognizability PSA 2: Brand Messaging PSA 3: Brand Cohesiveness The primary objective of the PSAs is to educate the audience on the importance of having a brand that is recognizable, has strong messaging, and is cohesive, and to encourage them to visit momentumnonprofits.org to find out more.

WEBSITE The website will be the hub where all deliverables and tools are made available to faith-based nonprofits. These nonprofits will be able to access a number of resources, educate themselves on design strategies, and enable themselves to effectively implement design systems. Included in the website will be: applicable information, resources, success stories, testimonials, best practices, and design tips specifically for faith-based nonprofits.

FINAL MATERIALS MATRIX

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TIMELINE With the direc tion of my deliverables

MATERIALS TIMELINE

in place, I was then able to create a

Becky Sehenuk Academy of Art University

timeline marking the completion of each of my deliverables.

SPR 2014

FALL 2013

BRANDING

SUM 2014

FALL 2014

SPR 2015

GR801: Directed Study: Thesis Development

GR801: Directed Study: Thesis 2: Exploration

GLA676: Professional Practices for Designers

GLA800: Directed Study: Thesis 3: Refinement

GR650: Design Seminar/ Portfolio

GR429: Information Design

GR434: Typography 4: Motion Graphics

Develop Content and Wireframes for Website

Create Deck of Cards

Create Thesis Process Book

Produce PSAs

Create Portfolio

Research small faith-based non-profits Research causes that use different campaign strategies Research and gather info for case studies Build Thesis Website

Build Website

Research and gather info for website and resource database

Research and gather info for DIY Design Cards Develop Brand/ Logo/Business Collateral

Finalize Visual System Guidelines

Develop Final Review Presentation

Sketch & begin developing components of Deck of Cards

CL ASSES RESEARCH DEVELOPMENT

FINAL TIMELINE

CONCEPT DEVELOPMENT

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PROJECT SUMMARY VIDEO Combining my research, materials matrix, and timeline, I developed a video summarizing my thesis to that point. This ser ved as a great checkpoint in my development process. I worked at developing a concise message to communicate the purpose and desired outcome of my thesis projec t.

INITIAL SCRIPT

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The final summary video is housed on my thesis process website: www.momentumnonprofits.info.

FINAL SCRIPT

are over ute there ch ban Instit range from and the Ur ts CS fi NC ro e np th to ese no oup According d today. Th ficking, gr rl af wo tr e d th il in ainst ch nonprofits vocates ag ons, to ad . denominati nst hunger ai ag ng ti figh rs and or people rld change s to be wo half of t er fit strive ov ro np e, no ic d base hie urs of serv Each faithence or ac endless ho their audi ssion and ledge, i ully reach valiant pa ow sf kn es of cc su ck never s and a la nonprofits all budget sources, sm limited re d. ee to succ h nonprofits nonprofits ith-based lp sha e small fa he er n wh ca d at rl s th ine a wo ctive tool Now... imag ities chan , and effe the commun affordable uches and to tangible, eir passi s th ve e li y shar sion the effectivel to one anot world. Envi d e re rv we se her, were empo ct each ot pa im nonprofits at th mmunities gns and healthy co sign campai in the poor de seem ignite exposed to t n’ en ca be st ve ve at ju We all ha ey don’t ha nprofits th th no d an om , fr to how engagement don’t know ey th , is The truth that. to change (show man power e next year y. Over th s journal) be this wa es oc to pr ve w ha ho t (s d no It doesn’t d implemen faith-base develop, an will help research, ssion. (sh tools that pa gn r si ei de th e e iv shar st and effect helps them th step-bya way that Package, wi design in ies of su DIY Design ud a st e se ud ca cl in plans, will tools will marketing package I rategies, with this campaign st the fo in ion. Along at cs rm ti fo is in ce ies, stat and resour tool will ccess stor contain su urces. This that will tional reso s that wi di ie ad or d st an and ls, testimonia gether tips to ll be hou wi ng gi es in bl vera e, br these deli print piec of d nonprof l se Al ba . hfait rofits based nonp e, enabling it bs we le ssib em. easily acce lable to th tools avai the design d nonprofi faith-base ousands of nded by th ou rr su e We ar ntial. non-influe ith-bas empower fa is is I will ment, to ra at! My thes ge th ga ge en an d ch an ess Let’s from this. ease awaren t cr fi in ne to be , higher world will The entire change...

CONCEPT DEVELOPMENT

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CONCEPT DEVELOPMENT

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CONTENT Before I began exploration into the design of my deliverables, I needed to flesh out the content of the following key areas: BR ANDING SOCIAL MEDIA WEBSITE FUNDR AISING ADVOCACY I dove into grasping a deeper understanding of what those areas mean to faith-based nonprofits. I also used this time to construct the bulk of the content for my the final website deliverable, which houses information, strategies, and resources pertaining to design for faith-based nonprofits.

CONCEPT DEVELOPMENT

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BR ANDING Having a good brand is necessar y for

I knew I needed to not only educate

any nonprofit. A brand goes beyond

them, but also provide them resources

just a logo. It is the face of who they

that would enable them to develop

are, and it represents their mission

a new brand and/or improve on their

and values. There are many facets

existing brand.

towards building a successful brand that most faith-based nonprofits do not understand.

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CONCEPT DEVELOPMENT

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SOCIAL MEDIA The world of social media is constantly

If used incorrectly, however, it can

evolving and more organizations

quickly become burdensome and have

and nonprofits are using it than ever

lasting negative effects for a user.

before. It has become a powerful tool

Itâ&#x20AC;&#x2122;s important to properly brand your

for raising awareness, increasing sup-

social media efforts and utilize strate-

port, and impacting change.

gies that are proven to be effective.

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CONCEPT DEVELOPMENT

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WEBSITE A nonprofit’s website is their front

Too often, however, a nonprofit’s brand

door. It’s more than simply a pretty

is lost on their website and their web

place for people to see what they do.

users are left confused and unengaged.

It is where they can share their passion,

Fill pages with information supersedes

provide vital information, engage their

the user experience, and the website

supporters, receive donations, and

because a negative platform that

strengthen brand awareness.

doesn’t in fact help a nonprofit.

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CONCEPT DEVELOPMENT

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FINAL DESIGN MATERIALS Fundraising for a nonprofit is essential

It requires integrating oneâ&#x20AC;&#x2122;s fundraising

to their growth and sustainability and

campaigns with their brand strategy,

yet it seems to be one of the things

web presence, social media, and

faith-based nonprofits struggle with

advocacy efforts. Engaging design,

the most. It is ac tually easier than

when implemented across these

one might think.

platforms can how power ful results for a nonprofit.

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CONCEPT DEVELOPMENT

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ADVOCACY I have found that nonprofits who have

Advocacy is about enabling others

Nonprofits can use their fundraising

embraced the concept of advocacy

to be a part of something. The most

strategies and brand awareness to

have reached a much wider audience,

successful advocacy efforts have

engage their suppor ters in a way that

resulting in more funds raised and

been those that are engaging and

motivates them to ac tion.

more lives touched.

memorable, which requires good brand integration and communication.

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CONCEPT DEVELOPMENT

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IDENTIT Y

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BR AND DEVELOPMENT Once I determined what deliverables

ILLUMINATED

IGNITE CHANGE

I wanted to create, I needed to come

YOUR VOICE

BE THE CHANGE

up with an identity that was strong

BE YOUR VOICE

STEPS TO BRING CHANGE

and representative of the design

IGNITE, BURN, INFLAME

REACH

systems I was developing for faith-

IGNITE PASSION

FORWARD REACH

based nonprofits.

FIRE, LIGHT, CATCH FIRE

GO BEYOND

CHARGE

RESULTS

PROPEL

EMPOWER

BE KNOWN

EMPOWER FORWARD

PUSH YOUR CAUSE

EMPOWER AHEAD

DESIGN SMART

EMPOWER +

EFFECTIVE DESIGN

EMPOWER CHANGE

PURPOSE

BECOME MORE

WITH PURPOSE

DESIGN FOR CHANGE

YOUR PURPOSE

TEACHING DESIGN FOR CHANGE

PURPOSE FORWARD

AUX ANO

PASSION FORWARD

ACUTUS

HEARD PASSION

FIDES

PASSION SHARED

ENRICH

CONVEY YOUR PASSION

RAISED

DESIGN WITH PURPOSE

RISE

FUELING CHANGE

PUSH

I explored numerous names and tag lines, along with varied color palettes and logo types.

YOUR INFLUENCE INFLUENTIAL DESIGN INFLUENCING FORWARD NONPROFITS FORWARD NONPROFITS ADVANCE ADVANCE FORWARD MOVE FORWARD MOMENTUM

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EARLY BRAND SKETCHES

IDENTITY

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MOMENTUM

MOM E N T UM

MOMENTUM MOM ENTUM

M O M EN T U M

IDENTITY

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MOM ENTU M

MOMENTUM: THESIS PROCESS

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momentum

IDENTITY

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momentum

MOMENTUM: THESIS PROCESS

momentum

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momentum

MOMENTUM

momentum

MOMENTUM

MOM E NTU M

MOMENTUM

MOM E NTU M

MOMENT UM

momentum

MOMENTUM

M O MENTU M

MOMENTUM

IDENTITY

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MOMENTUM

MOMENT UM

MOMENTUM

momentum

MOMENTUM: THESIS PROCESS

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DESIGN SOLUTIONS FOR FA I T H-B A S ED N O N P R O F I T S

IDENTITY

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

VISUAL SYSTEM GUIDELINES The final identity system incorporates a bold color palette with the sans serif typeface of Brandon Grotesque.

MOMENTUM: THESIS PROCESS

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PRIMARY COLORS

SECONDARY COLORS

CMYK 2-30-100-0

CMYK 2-77-100-0

CMYK 15-89-100-5

CMYK 89-50-44-19

CMYK 77-9-36-0

CMYK 0-0-0-50

RGB 245-165-28

RGB 263-96-36

RGB 200-64-28

RGB 26-97-112

RGB 0-171-173

RGB 147-149-152

PRIMARY T YPEFACE

abAB12345 Lorem ipsum dolor sit amet, coni sectetur adis ing elit, sed do eiurj mod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad miim veniam, quis nostrud erel ercitation ulla aboris nisi ut aliquip ex ea commodo conseqt.

BRANDON GROTESQUE LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@$%&!? BRANDON GROTESQUE BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@$%&!?

IDENTITY

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MOMENTUM: THESIS PROCESS

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The business card and other print materials suppor t the angle of the Momentum logotype by having the same angle cut from the right.

MOMENTUM BUSINESS CARD

IDENTITY

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MOMENTUM: THESIS PROCESS

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EARLY CONCEPTS

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

DELIVER ABLE EXPLOR ATION Focusing on the key areas of brand-

HOW-TO-KIT

POP-UP BOOK

ing, social media, website, fundraising,

PHOTO BOOK

MOBILE APP

and advocacy, I wanted to design

PROMO CARDS

APPAREL

deliverables that would tie each area

BROCHURES

POSTER SERIES

together in a seamless way.

PSA VIDEOS

PUZZLE

LARGE FOLDED MAP

CAMPAIGN KIT

INFOGRAPHIC CARDS

JOURNAL

FLASH CARDS

COMMERCIALS

DISPOSABLE CAMERA

CAMPAIGN TEMPLATE

ADVOCACY BOX

WEBSITE

I explored a lot of different directions and ideas in an ef for t to design deliverables that are unique, yet clearly convey a large amount of information in a way that can be digested easily.

MOMENTUM: THESIS PROCESS

MAGAZINE

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

EARLY WEBSITE SKETCHES

EARLY HOW-TO KIT AND MAGAZINE SKETCHES

EARLY CONCEPTS

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

INITIAL CONCEPTS My initial concept was to create a â&#x20AC;&#x153;How-To Kitâ&#x20AC;? that would include cards with design strategies/ideas for faith-based nonprofits to work through. Originally the kit was going to include resource templates such as fundraising campaigns and advocacy strategies. This concept eventually evolved into a deck of cards pointing people to the thesis website.

MOMENTUM: THESIS PROCESS

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YOUR

BRAND

THERE ARE OVER

500,000 FAITHHBASED NONPROFITS

IN THE WORLD TODAY, AND MOST OF THEM GO UNNOTICED AND UNREMEMBERED.

SO WHAT MAKES

YOUR NONPROFIT STAND OUT AMONG ALL THE OTHERS?

How do you get people to not only remember you, but to value what you do? The key is in your brand. YOUR BRAND IS YOUR IDENTITY. It’s the face of what you do. It embodies your story. What kind of story does your brand tell people? There are simple steps that YOU can take to launch your nonprofit to be ahead of the rest. We know that your nonprofit is working to shape the hearts and minds of those you serve. WE APPLAUD YOUR EFFORTS and we want to give you the tools you need to have a brand that is compelling and accurately reflects your passion.

FIND OUT MORE AT MOMENTUMNONPROFITS .ORG .

EARLY CARD CONCEPTS

EARLY CONCEPTS

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MOMENTUM: THESIS PROCESS

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FINAL DELIVER ABLES

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ICON SYSTEM I wanted to create an icon system to represent the different areas that I was working into my deliverables. After many iterations, the final system includes modes of transpor tation, representing the different areas in which a nonprofit can move them-

Advancing faith-based nonprofits forward requires movement: active steps forward. They need a path to follow and the tools to guide them on their journey.

selves for ward.

BRANDING

MOMENTUM: THESIS PROCESS

SOCIAL MEDIA

WEBSITE

FUNDRAISING

ADVOCACY

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

The icons are used as visual indicators that represent Branding, Social Media, Website, Fundraising, and Advocacy. They are referenced on the final deck of cards and prominantly on the Momentum website.

FINAL DELIVERABLES

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DECK OF CARDS The final deck contains a total of fifteen cards. Each card asks a simple and straight for ward question pertaining how a nonprofits is utilizing Branding, Social Media, Website, Fundraising, and Advocacy. Many faith-based nonprofits have been able to successfully implement design into one of these areas, but very few have implemented all of them well. These cards challenge that and lead users to go to the Momentum website to find out how they can advance their nonprofit further.

MOMENTUM: THESIS PROCESS

The purpose of the cards is to challenge faithbased nonprofits with very simple questions that push them to think about their potential and ultimately drive them to the website.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

The intial design of the cards crops

IN YOUR HANDS ARE CARDS THAT WILL HELP YOU TO IDENTIFY AREAS IN WHICH NONPROFIT CAN BETTER PROMOTE, ENGAGE, AND HAVE A LASTING IMPACT.

the icons to the lef t of the card,

Your

with a question or statement on the front side. The back side included an insight or response to the question and references the website. Through user testing and feedback

Sample

THIS DECK OF BR ACARDS N D? Sample CAN CHANGE THE IMPACT OF Your NONPROFIT.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

ARE YOU WILLING TO LET IT?

EACH CARD POSES A SIMPLE QUESTION THAT YOU SHOULD ASK YOURSELF. IF YOU DON’T KNOW THE ANSWER TO EVEN ONE OF THE QUESTIONS, YOU MUST CHECK OUT MOMENTUMNONPROFITS.

DID YOU KNOW THAT THERE ARE OVER 500,000 FAITH-BASED NONPROFITS IN THE WORLD TODAY?

AS ONE OF THOSE NONPROFITS,

You HAVE THE RESPONSIBILIT Y

THERE ARE FIVE SIMPLE COMPONENTS THAT YOUR NONPROFIT CAN ENHANCE TO BE MORE SUCCESSFUL.

OF IMPACTING LIVES FOR A

GREATER SOCIAL GOOD. SampleENORMOUS YOU CONFRONT

B R A N D?

AND COMPLICATED Sample CHALLENGES EVERY DAY.

LET MOMENTUM EMPOWER YOU TO USE DESIGN TO FURTHER YOUR CAUSE & STRENGTHEN YOUR IMPACT.

BRAND

SOCIAL MEDIA

WEBSITE

FUNDRAISING ADVOCACY

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

from my instruc tor, I realized that showing the entire icon and simplifying the content made the cards easier for people to understand and quickly grasp.

Do you have a Sample

B BR RA AN ND? D? Sample

YOU SHOULD. SO HOW DOES NONPROFIT GET ONE THAT IS GOOD?

Your

FIND OUT AT >> MOMENTUMNONPROFITS.ORG

What does

S O CI A L M ED I A change?

IT CHANGES THE WAY PEOPLE SEE

Your

NONPROFIT.

LEARN MORE >> MOMENTUMNONPROFITS.ORG

INITIAL CARD DECK DESIGN

FINAL DELIVERABLES

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

USER FEEDBACK /OBSERVATION STUDY Using the first design of the cards,

For these obser vation sessions I

IRMA AND ED

I conduc ted four obser vation studies

recorded the audio, took pic tures,

Pastors of a small Christian church.

where I had users test the designs.

and kept thorough notes. Overall the

Each user provided helpful feedback

deliverable was well received and

not expect this to be a church

that led to many modifications of

fur ther suppor ted the usefulness of it

resource based on the packaging.”

both the design and content.

for faith-based nonprofits.

“ I’m actually really surprised. I would

“ This is a great resource for starting up a church plant or new ministry.” “ Our generation didn’t have these types of resources for churches, but it’s things like this that better equip the next generation of church leaders.” “ I wonder where we’ d be if we had this resource 20 years ago.” “ Can I keep one?”

MOMENTUM: THESIS PROCESS

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

ERIC AND LAUREN

TED AND SANDY

MICHELLE

Eric ser ves as a volunteer with The

Founders of a Christian nonprofit that

Executive Direc tor for a nonprofit

Wounded Warrior Projec t and Lauren

helps fight against child trafficking.

that exists to suppor t grieving twins.

is former Peace Corp. “I like the design of the wood box, it feels permanent, more professional.” “I know I should do some of these things to help The Wounded Warrior Project, I just haven’t known where to start.”

“ Do you think Twitter would help Second Story?” “ Oh, I believe this statistic – it’s what’s making our store work.”

“I love the colors of these cards and the bold logos.” “I love the pictures because I feel like I can identify with the people in them… like it’s my organization.” “I never would have thought that advocacy could help my organization.”

FINAL DELIVERABLES

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MOMENTUM: THESIS PROCESS

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FINAL DELIVERABLES

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

FINAL DECK OF CARDS Based on user feedback from my observation studies I changed the layout of the cards, simplified the design, and streamlined the typography. The final cards incorporate the icon Do you have a

system and ask users ver y simple questions. The back side of the cards

3.5”

B R A N D?

provide a thought provoking answer

FIND OUT MORE >> MOMENTUMNONPROFITS.ORG

and encourage users to visit the Momentum website to learn more. Integrating the visual system of Momentum, each area of focus is designated with a unique icon and color, making flipping through the cards easy and memorable.

MOMENTUM: THESIS PROCESS

YOU WILL NEED ONE! IT IS MORE THAN JUST A LOGO.

2.3”

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Do you understand

S O CI A L M ED I A?

SOCIAL MEDIA POWERFULLY ENGAGES YOUR AUDIENCE & PROMOTES YOUR CAUSE.

Do you have a

W EB S I T E?

LET US SHOW YOU HOW >> MOMENTUMNONPROFITS.ORG

IT’S CRUCIAL THAT IT BOTH ENGAGES & EQUIPS YOUR SUPPORTERS FIND OUT HOW >> MOMENTUMNONPROFITS.ORG

Do you actively

FUND RAISE?

IT’S IMPOSSIBLE TO SUCCEED WITHOUT FINANCIAL SUPPORT. LEARN HOW TO GAIN SUPPORT >> MOMENTUMNONPROFITS.ORG

Do you know what

ADVOCACY is?

IT’S PEOPLE SPEAKING UP FOR YOU, PLEADING YOUR CASE, FIGHTING FOR YOUR CAUSE. LEARN HOW TO FIND ADVOCATES >> MOMENTUMNONPROFITS.ORG

FINAL CARD DESIGNS

FINAL DELIVERABLES

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Do you have a

B R A N D?

YOU WILL NEED ONE! IT IS MORE THAN JUST A LOGO.

Is your

BRAND successful?

FIND OUT MORE >> MOMENTUMNONPROFITS.ORG

A SUCCESSFUL BRAND TELLS A STORY. WHAT KIND OF STORY DOES YOUR BRAND TELL?

Is your

BRAND memorable?

LET US HELP >> MOMENTUMNONPROFITS.ORG

Do you understand

S O CI A L M ED I A?

SOCIAL MEDIA POWERFULLY ENGAGES YOUR AUDIENCE & PROMOTES YOUR CAUSE.

Do you know what

S O CI A L M ED I A can do for you?

LET US SHOW YOU HOW >> MOMENTUMNONPROFITS.ORG

IT CHANGES HOW PEOPLE SEE YOUR NONPROFIT.

LEARN MORE >> MOMENTUMNONPROFITS.ORG

Are you using

S O CI A L M ED I A?

Do you have a

W EB S I T E?

IT’S CRUCIAL THAT IT BOTH ENGAGES & EQUIPS YOUR SUPPORTERS FIND OUT HOW >> MOMENTUMNONPROFITS.ORG

MOMENTUM: THESIS PROCESS

Does your

W EB S I T E raise support?

WE CAN SHOW YOU HOW >> MOMENTUMNONPROFITS.ORG

45% OF A MERICANS LEARN ABOUT NONPROFITS THROUGH SOCIAL MEDIA EFFORTS. FIND OUT MORE >> MOMENTUMNONPROFITS.ORG

LEARN MORE >> MOMENTUMNONPROFITS.ORG

PROMOTING YOUR CAUSE ONLINE IS THE FASTEST WAY TO GAIN SUPPORTERS.

IT IS THE FACE OF WHAT YOU DO AND IT SHOULD BE VISIBLE EVERYWHERE.

Do you have a

W EB S I T E?

OVER 20% OF VISITORS TO NONPROFIT WEBSITES ALSO DONATE ONLINE. LEARN MORE >> MOMENTUMNONPROFITS.ORG

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Do you actively

FUND RAISE?

IT’S IMPOSSIBLE TO SUCCEED WITHOUT FINANCIAL SUPPORT.

Do you have others

FUND R AISE for you?

YOUR VOLUNTEERS CAN RAISE MORE $$$ THAN YOU. SHOW THEM HOW >> MOMENTUMNONPROFITS.ORG

Do you know how to

FUND R A I S E?

FUNDRAISING FOR YOUR NONPROFIT IS EASIER THAN YOU THINK . FIND OUT JUST HOW EASY IT IS >> MOMENTUMNONPROFITS.ORG

LEARN HOW TO GAIN SUPPORT >> MOMENTUMNONPROFITS.ORG

Do you know what

ADVOCACY is?

IT’S PEOPLE SPEAKING UP FOR YOU, PLEADING YOUR CASE, FIGHTING FOR YOUR CAUSE. LEARN HOW TO FIND ADVOCATES >> MOMENTUMNONPROFITS.ORG

Do you know how to use

ADVOCACY?

PEOPLE WANT TO BE A PART OF SOMETHING BIGGER THAN THEMSELVES.

Do you exercise

ADVOCACY?

WORD OF MOUTH IS TWICE AS EFFECTIVE AS PAID ADVERTISING. FIND OUT WHY >> MOMENTUMNONPROFITS.ORG

SHOW THEM HOW >> MOMENTUMNONPROFITS.ORG

15 TOTAL CARDS IN DECK

FINAL DELIVERABLES

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

“ I wonder where our church would be if we had this resource 20 years ago.”

—Ed M., Pastor

MOMENTUM: THESIS PROCESS

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

“I found the cards to be so easy to understand. I love how simply stated things are on them. Makes me think that my organization could actually benefit from Momentum.” —Sandy S., Volunteer

FINAL DELIVERABLES

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

TRI-FOLD INSTRUCTIONS Accompanying the deck of cards is a tri-fold instructional booklet. These instructions guide the user through the purpose and usage of the cards and introduce the user to the icon system.

SHARE YOUR PASSION

MANY NONPROFITS NEED TO TAKE AN HONEST LOOK AT THEIR DESIGN. Each card in this deck contains a question you should ask your self. Each question focuses on one of FIVE KEY AREAS that utilize design.

BE AN INFLUENCER

Think about how your nonprofit is using design these areas.

BRAND

SOCIAL MEDIA

FUNDRAISING

WEBSITE

ADVOCACY

Read the questions on each card. THINK THROUGH THEM. DISCUSS THEM, BEND THEM AND SORT THEM. TRY YOUR BEST TO ANSWER THEM. Then go to our website to learn more about how to move your design forward. MOMENTUMNONPROFITS.ORG

MOMENTUM: THESIS PROCESS

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

CARD BOX I explored a number of avenues for the construc tion of the box. I wanted the box to be sturdy and have a unique shape and way of opening. The first box was made of super fine modeling wood. The construc tion of this would not be cost effec tive, so I construc ted a second version out of thick matte board.

INITIAL BOX SKETCH

WOOD BOX

MATTE BOARD BOX

FINAL DELIVERABLES

BOX PACKAGING BOX PACKAGING FOR DECK FOR DECK OF CARDS OF CARDS Must hold Must a deck hold of a deck cardsofthat cards arethat 2.5”are x 3.5”, 2.5”with x 3.5”, a depth with aofdepth 5/16.of 5/16.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

FINAL BOX FRONTFRONT

BACK BACK

The final construction of the box is made out of photopolymer resin and

LET'S LET'S WORK WORK OUT THIS OUT THIS WHOLE WHOLE DESIGN DESIGN THING THING TOGETHER. TOGETHER.

was created using a Stereolithography Apparatus (SLA machine). Creating it using this technology allows mass pro-

Inside Inside this box thisyou boxwill you find will find cards which cards which can help canyou helptoyou to understand understand and use and design use design to improve to improve your nonprofit. your nonprofit.

duction at a very low cost per piece. The detail in the box mimics the angles present in the cards, with the top of the box sliding up to reveal the box contents. It’s light weight and smooth to the touch. Because I was able to use a SL A machine, the dimensions are perfec t and refined.

MOMEMOME N TUM N NON TUM PNON ROF ITS.ORG P ROF ITS.ORG

FINAL BOX FRONT

FINAL BOX BACK

“Having everything together in this cool box allows me to easily keep it close and refer back to it. I love how it slides open too! It’s such a unique and inviting design.” —Michelle G., Executive Director of a Nonprofit

BECKY SEHENUK BECKY SEHENUK [ACADEMY [ACADEMY OF ARTOF UNIVERSITY] ART UNIVERSITY]

MOMENTUM: THESIS PROCESS

CARD BOX CARD GRAP BOX

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

FINAL DELIVERABLES

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MOMENTUM: THESIS PROCESS

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

FINAL DELIVERABLES

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MOMENTUM: THESIS PROCESS

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

FINAL DELIVERABLES

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

“The icons are great! They’re so clever and interesting. The cards have so much useful information. I would keep them in my desk and use them as a guide.”

MOMENTUM: THESIS PROCESS

—Lauren H., Volunteer

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

FINAL DELIVERABLES

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

PSA VIDEOS Three PSA videos were created, each

These videos are promotional tools

under one minute. All three address

to encourage faith-based nonprof-

a fundamental aspec t of branding:

its to go to the Momentum website

BR AND RECOGNITION BR AND MESSAGE BR AND COHESIVENESS

to learn the impor tance of having a good brand. The primar y avenue in which they would be most useful is online on YouTube and Vimeo, as well

Af ter a number of stor yboards, script

as at large conferences that target

rewrites, and numerous produc tion

churches and faith-based nonprofits.

dates, each video challenges the viewer to think deeper about their brand and the message it tells.

ORIGINAL STORYBOARDS

MOMENTUM: THESIS PROCESS

100

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Voice overs were recorded in a sound studio for each video which was later laid over video footage.

Original sound tracks were also composed to play in the background of each PSA.

FINAL DELIVERABLES

101

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

For my first round of PSAs, shot lists were created to ensure we captured ever y thing we needed on the day of filming and used our time efficiently.

CAMERA SHOT LIST CAMERA SHOT LIST CAMERA SHOT LIST

MOMENTUM: THESIS PROCESS

102

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

FINAL DELIVERABLES

103

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

These PSAâ&#x20AC;&#x2122;s took a more abstrac t approach, following the behavior of a charac ter working through processing ideas for their nonprofit. Feedback on these proved that the visual concept needed to be refined and more direc t.

PSA 1 (Brand Recognition) focused on the different areas in which a person is exposed to a brand. It walks through the behavior of a charac ter who works for a faith-based nonprofits and the avenues in which their brand could be recognized.

PSA 1 STILLS (BRAND RECOGNITION)

MOMENTUM: THESIS PROCESS

104

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

PSA 2 (Brand Message) focused on the challenge nonprofits have in communicating what they do through their brand. Many nonprofits use different messaging to share with their audience what they do. This video focuses on developing a brand message that accurately conveys a nonprofitâ&#x20AC;&#x2122;s mission and values.

PSA 2 STILLS (BRAND MESSAGE)

FINAL DELIVERABLES

105

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

PSA 3 (Brand Cohesiveness) focused on the workings of a letterpress, with the charac ter pulling different components together to create one final produc t (the idea). The message behind this was that while nonprofits have many facets to what they do, all elements must come together and be cohesive with one another in order to convey a strong message.

PSA 3 STILLS (BRAND COHESIVENESS)

MOMENTUM: THESIS PROCESS

106

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

For version two of the PSA videos, I aimed to present visuals that were more direct. Af ter receiving feedback on my first round of PSAs, using the same scripts, I aimed to present visuals within the videos that were more direc t and easier to understand by someone unfamiliar with design. For the rework of PSA 1 I simplified the visuals, quickly showing brand examples of well-known nonprofits. I communicated how oneâ&#x20AC;&#x2122;s brand has an influence on their audience. I then challenge the viewer to think about the brand of their nonprofit and I list some of the things a good brand should have.

PSA 1 STILLS ( VERSION TWO)

FINAL DELIVERABLES

107

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

For the rework of PSA 2, I aimed at showing visuals that were simpler and more direct than the first version. I used a mock website and clean typography in an effor t to enable viewers to relate to the content in a less abstrac t way.

PSA 2 STILLS ( VERSION TWO)

MOMENTUM: THESIS PROCESS

108

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

For the rework of PSA 3 I included visuals that direc tly represented the words within the script. This PSA focuses on brand cohesiveness, so I brought in images of different deliverables to illustrate how they can transform when a brand is probably incorporated across them.

PSA 3 STILLS ( VERSION TWO)

FINAL DELIVERABLES

109

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

FINAL PSA VIDEOS The feedback I received on my second

I decided to rewrite the scripts.

round of PSAs led me to go back and

By significantly condensing them,

do more research on what makes a

I was able to focus and simlify each

successful PSA video. After watching

message. I made sure to incorporate

PSA videos, I aimed

many professional PSAs and reading

the elements that I previously listed.

to present visuals that

ar ticles and blogs, I determined I

I also integrated Momentumâ&#x20AC;&#x2122;s visual

needed to incorporate the following

system, which was something that

were more direct.

elements into my final videos:

was lacking in the previous versions.

> > > > > > > >

One core message

You can watch the final PSA videos at

Include 3-5 key points

www.momentumnonprofits.org.

Keep to 30 seconds in length Incorporate humor or surprise Use simple, concise statements Create simple calls to action Write about results Use language that is every day (easy and comfortable)

MOMENTUM: THESIS PROCESS

110

For version two of the

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

The final video for PSA 1 challenges viewers to compare their nonprofitâ&#x20AC;&#x2122;s brand to that of other well known nonprofits. It gives them clear direc tion on what makes a brand recognizable, and it reinforces the impor tance of having a good brand. The video closes by sharing potential results that can be achieved by implementing a strong brand.

PSA 1 STILLS (FINAL)

FINAL DELIVERABLES

111

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

The final video for PSA 2 focuses on ef fec tive tag lines of well known nonprofits, such as the Salvation Army and Volunteers of America, and compares them to unsuccessful tag lines. Through that comparison, it explains what makes a brandâ&#x20AC;&#x2122;s message successful and the potential benefits a nonprofit can have when their brand has a strong message.

PSA 2 STILLS (FINAL)

MOMENTUM: THESIS PROCESS

112

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

The final video for PSA 3 gives a clear example of a fic titious brand that is not cohesive or integrated across various deliverables, such as a website, flyer, and business card. It explains what a cohesive brand is and what is needed to achieve that kind of cohesion. All three videos end with a call to ac tion prompting viewers to visit Momentumâ&#x20AC;&#x2122;s website in order to build a strong brand.

PSA 3 STILLS (FINAL)

FINAL DELIVERABLES

113

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

PSA VIDEOS IN USE When attending conferences and workshops during the research process of my thesis, I paid special attention to the video presentations and exhibit halls. These venues are a prime platform for the PSA videos. There are many conferences specifically for faithbased nonprofits in which vendors and sponsors are showcased over a series of days. The videos can be played in between keynote speakers and music entertainment, as well as at exhibitor booths for conference attendees.

EXHIBIT HALLS

MOMENTUM: THESIS PROCESS

114

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

CONFERENCES

FINAL DELIVERABLES

115

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

WEBSITE The website ser ves as the main deliverable for my thesis. It is where all the research, information, and resources are housed. It is where faith-based nonprofits can go to learn how to ef fec tively integrate design into their branding, social media, website, fundraising effor ts, and advocacy campaigns.

MOMENTUM: THESIS PROCESS

116

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Once a website visitor learns the impor tant role that design can play in their effor ts, they are provided with affordable and accessible design resources that will help them truly become empowered with design. I wanted the Momentum website to be robust, as well as clean and simple. I went through many rounds of sketches and wireframes while fine tuning the content to be concise and easy to understand.

FINAL DELIVERABLES

117

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

My initial idea with the website was to include the questions addressed in the deck of cards on the home page. I thought this would be a good way to connect the two deliverables. Each image represented a question, which was written out when hovered over.

INITIAL WEBSITE DESIGN

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118

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

CONTACT

ABOUT

ADVOCACY

FUNDRAISING

WEBSITE

SOCIAL MEDIA

BRAND

HOME

YOUR BRAND IS MORE THAN JUST A LOGO. IT IS THE FACE OF WHO YOU ARE. IT REPRESENTS YOUR MISSION AND VALUES. A WELL DESIGNED BRAND NEEDS TO: ACCURATELY REFLECT YOUR PASSION

BE COMPELLING

Your brand carries a message. Does that message clearly define what you do and why you do it?

Does your brand tell a compelling story? It needs to, and it needs to be shared with the world. Learn how to captivate your supporters.

BE VISIBLE AND MEMORABLE

BE CONSISTENT AND COHESIVE

You need to get your nonprofit out there and share your brand on your website, in social media, and through fundraising.

If you were to line up everything that your nonprofit uses to commmunicate (flyers, posters, ads, etc), would they all look like they’re for the same nonprofit?

DO YOU HAVE A BRAND YET? IF SO, DOES IT NEED TO BE IMPROVED?

There are quality design professionals and teams that work specifically with faith-based nonprofits like yours.

LEARN MORE

INITIAL SUB PAGE DESIGN

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USER TESTING Over the course of three weeks, I did

Originally I had fifteen questions

ETHAN

two phases of usability testing on the

presented on the home page, each

Volunteers doing IT work for a local

Momentum website, using four dif-

paired with an image of a nonprofit

nonprofit. (Tested using a PC)

ferent test subjec ts. I made sure to

at work. Some of the users liked that

”This is really sleek. I’m a bit confused

have the site tested using both a PC

approach, while others found it con-

by all the questions, but I’m sure it’ ll

and a Mac, as well as a tablet, as the

fusing. I decided to revamp the home

make sense to me as I dive into the

site is built to be mobile responsive.

page, making it much simpler. I struc-

website. I like the simplicity of the

tured it more logically with stronger

navigation bar. I’m not overwhelmed

visual hierarchy. Instead of presenting

with too many options.”

Overall the content itself received great feedback, but some of the users had difficulty understanding how to find cer tain information.

all fifteen questions at one time, I created a rotating carousel that automatically rotates each question with it’s corresponding image. Lastly, I reworked the sub-pages, combing text headers with the images themselves to take up less space. I condensed the copy to better lead users through each page.

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EMILY

MICHELLE

RICK

Ac tive volunteer at her church.

Executive Direc tor for a small non-

Deacon at his church. (Tested using

(Tested using a tablet)

profit. (Tested using a Macbook Pro).

a Macbook Air). I had Rick test the

”This is so cool Becky. Is this live? Like,

I had Michelle test the website two

website two different times, both

can I present this to my church? I’ve

different times, both before and af ter

before and af ter the redesign.

never heard of most of these resources

the redesign.

“Who decides what resources are

before. I love that there are statistics

“The website is so compelling. And

featured on this site? I’ d be interested

on this website because I can show

the colors are so inviting. Fundraising

in knowing more about them. I do like

those numbers to our pastors.”

is one of the hardest things for our

how easy it is to navigate between

organization so I went straight to that

pages. The content makes a lot of

page. I was shocked to find out how

sense to me and I think my church

much we are not doing as an organiza-

could easily implement this stuff. I

tion. And it doesn’t seem like it would

think if I was able to show them this

be hard for us to start doing some of

website they would change a lot of the

those things.”

things they’re currently doing.”

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FINAL WEBSITE The website serves as the main thesis

Once a website visitor digests the

deliverable. It is where all the research,

information about each key area,

information, and resources are housed.

they are provided with af fordable

It is where faith-based nonprofits can

and accessible design resources that

go to learn how to effectively integrate

will help them truly become empow-

design into their branding, social

ered with design.

media, website, fundraising efforts, and advocacy campaigns.

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Visit: www.momentumnonprofits.org

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Each area of focus is represented by a series of sub pages. For the pages that address branding, clear ac tion steps are provided to inform faithbased nonprofits of what constitutes a good brand. Real life examples of existing faithbased nonprofits are also given to allow viewers to see what implementing a good brand can look like. Each sec tion then provides a list of recommended resources that the user can utilize to improve their nonprofitâ&#x20AC;&#x2122;s brand.

RECOMMENDED RESOURCES EX AMPLES OF NONPROFITS

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The web pages on social media provide statistics that can help faith-based nonprofits make smar t decisions about their social media ef for ts. They also educate on how best to incorporate your oneâ&#x20AC;&#x2122;s into their social media presence. Resources to aid in managing social media content are also provided.

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The web pages that addresses websites lists the do’s and don’ts of website content. It reinforces the principles of proper branding and it emphasizes the impor tance of being able to meaure one’s website. It also provides an excellent list of resources that can provide affordable web design specifically for faithbased nonprofits.

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Fundraising is something that all faith-based nonprofits must do, however, all too of ten it is done poorly. The Momentum website provides clear instruction on what type of fundraising strategies works best, and how to execute them properly. More importantly, it provides insight into how design should be implemented into oneâ&#x20AC;&#x2122;s fundraising efforts.

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Advocac y is a critical component to the success of a nonprofit. The website clearly addresses the best ways to utilize advocac y and the potential benefits it can produce. It also provides examples of other nonprofits who have successful advocac y programs and ef for ts.

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The website was design to be mobile responsive so viewers have the ease and accessiblit y to review from any t ype of device.

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FUTURE APPLICATION

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THE AUDIENCE In response to feedback gathered

This thesis addresses fundamen-

from usability testing and obser-

tal areas in which many nonprofits

I wanted to create

vation studies, I feel strongly that

can radically advance their effor ts

Momentum can be a long lasting

for ward. Momentum doesnâ&#x20AC;&#x2122;t just pro-

something to help

tool for faith-based nonprofits. It can

vide helpful information. It provides

provide them with a better grasp of

analyzed and proven strategies for

design and how best to implement

successfully implementing design.

the different facets of design into their effor ts.

More impor tantly, Momentum connec ts faith-based nonprofits with

There is nothing quite like Momen-

outside vendors and resources

tum in existence today. No other

that can help them achieve greater

company, resource, or tool addresses

design solutions.

design from the standpoint that Momentum does.

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people in a new and practical way.

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Momentum would be best promoted

urbana.org

at large conferences that are spe-

catalystconference.com

cifically for faith-based nonprofits.

www.268generation.com

I have attended a handful of these

ncym.org

conference and have experienced

www.planetshakers.com/awakening

the exhibit halls that highlight various

c3conference.com

vendors. This type of environment

newspring.cc/leadershipconference

could provide a great platform for

www.navigatethechange.com

promotion and exposure direc tly to

surrender.org.au/surrender15

the target audience.

hillsong.com/conference

The deck of cards could be made

www.christianleadershipalliance.org

ver y inexpensively and given out through conference raffles or as takeaways. The PSA videos could play on a projec tor screen in between keynote speakers as a featured sponsor or vendor.

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How can Momentum monetize its services and become a sustainable business?

The recommended resources that

Design firms that work specifically

are highlighted on the Momentum

with faith-based nonprofits, as well as

website were selec ted based on

other companies and organizations,

personal experience in working with

can pay a monthly fee to be featured

them and/or through recommenda-

as a recommended resource on the

tions from other designers. They

Momentum website.

have been vet ted and are of high caliber. Potentially, being featured on the website could be considered profitable â&#x20AC;&#x153;real estateâ&#x20AC;? as each visitor is a potential clients.

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The purpose of Momentum is to empower faith-based nonprofits with design. I believe there is a great need for this, and as time continues this need will only continue to grow.

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Contact If you are a designer or represent a business that offers design ser vices, and are interested in par tnering with Momentum, please contac t Becky Sehenuk at beckysehenuk@yahoo.com.