HUMAN TRAFFICKING SUMMIT BRANDING PROCESS BOOKLET Stephanie Mills Ian Kaufman
Table of Contents Abstract 5 The Team 6 Learning Objectives 7 Project Goals 8 Project Scope 9 IRB Statement 10 Initial Research 11 Resources and Limitations 12 The Process 15 Reflection 30
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Abstract California Cybersecurity Institute is hosting a Human Trafficking Summit Event. Our project is to provide branding for the event and produce deliverables such as flyers, social media headers, shirts, stickers, and event materials. The goal of the brand we created was to break free from stereotypical, negative human trafficking representation and instead focus on hope for people in need.
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The Team Stephanie Mills I am a Graphic Communication student concentrating in Design Reproduction Technology. I am a people-oriented graphic designer, who strives to have a positive impact on the lives of people around me by focusing on the needs of others. Ultimately, I want to facilitate problem solving through graphic design.
Ian Kaufman I want to influence the future development of my peers to become more empathetic. I also want to be continuously challenged, grow, and explore new ways of thinking. Strong professional with a Bachelor of Science (B.S.) in Graphic Communication and a Minor in Psychology and a Minor in Photography from California Polytechnic State UniversitySan Luis Obispo.
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Learning Objectives Stephanie
Ian
Personal
Personal
• Increase skill in digital
illustration Refine design and branding process
• Further understand what kind of design speaks to me Research and look for inspiration Improve my design taste and skills by practicing and taking time to see what I like and make more of it Make time for myself to design
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Professional
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• Visually communicate
the goals and purpose of an organization through rebranding Manage time effectively by scheduling weekly blocks to focus on certain projects tasks Work with a team and develop strong communication and team building skills
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Corporate
• Rebrand an organization in a
way that reflects their mission and values Become familiar and work closely with an organization larger than myself Continue to work with an organization after senior project is completed
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Professional
• Have a strong portfolio piece • Develop marketable skills • Attain experience working
with a client and designing for their needs
Corporate
• Work with deadlines and
meet them Work with other departments and collaborate to make cohesive products Communicate and be mindful Work within specified guidelines, such as branding guidelines Submit items for review ahead of time
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Project Goals Problem Statement:
The California Cybersecurity Institute is hosting a Human Trafficking Summit Event and they needed branding for the event. Previous attempts at branding for Human Trafficking related organizations includes graphic images of victims that elicit emotions of sadness and despair. Although this branding strategy generates feelings of empathy from its audience, it does not communicate how an audience member can contribute to the cause and can lead people to feel helpless. The Human Trafficking Summit is about teaching individuals about how they can help combat human trafficking, and so The California Cybersecurity Institute wants a brand that portrays a message of hope for those who are vulnerable.
Problem solution:
Create cohesive branding to be used across all mediums at the Summit that expresses a positive message of hope for victims of human trafficking.
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Project Scope Deliverables:
• Fliers and posters for social media identified and made unique for each audience, including: » Students » Law enforcement » Cal Poly representatives » First responders (firefighters, EMT, etc.) » Advocates » IT crowd
• Shirts and stickers • Event Materials: posters for speakers, door signs,
sponsor banners, name tags, agenda packets, etc.
• Presentation slide templates with cohesive branding Social Media headers and posts
• Event web page
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IRB Statement If an activity includes conducting a systematic investigation based on obtaining information from human subjects, it must have an Institutional Review Board statement. This project is not a systematic investigation, and our we are not conducting research on human subjects, and therefore an IRB review is not necessary.
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Initial Research We researched similar events and organizations to get an idea of how human trafficking is typically represented. We found that the most successful web pages used a more uplifting marketing strategy rather than marketing that evokes sadness and despair. Websites surveyed included Freedom Network USA, The University of Toledo’s International Human Trafficking & Social Justice Conference, Agape International, and International Justice Mission. We also worked with our mentor, Danielle Borrelli, who guided us on our research towards the other entities who run similar events.
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Resources and Limitations The California Cybersecurity Institute doesn’t have its own brand that is separate from Cal Poly’s. It also doesn’t have its own logo and follows the format that sub-departments of Cal Poly use.
CCI’s current logo
Our mentor Danielle Borelli, Operations Coordinator at CCI, wanted us to create a brand that communicates to the audience that the event is a Cal Poly event. In order to do that we generally followed Cal Poly’s new branding guidelines. These guidelines were both a resource and a limitation. However, the brand guidelines proved to be more limiting than we initially thought. Cal Poly University Marketing provides all of their brand guidelines online, specifying how designers must use the Cal Poly name, logo, university seal, colors, typography, brand messages, and photography. For our brand, the color and typography guidelines were the most relevant to our designs.
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Cal Poly Colors
The Cal Poly Brand offers a wide range of colors. We created a color palette for our brand that includes Cal Poly Green, Poly Canyon, Mission Beige, and Heritage Orange.
Our Color Palette
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Cal Poly Typography We found the typefaces offered by the Cal Poly Brand to be limiting and not at appealing as we wanted. We decided Filson Pro would be a more inviting typeface to use.
Our Typeface Choice
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Filson Pro Regular Filson Pro Bold Italic Filson Pro Light Filson Pro Book Italic Filson Pro Heavy
The Process Establishing the needs of our client Over several meetings with Danielle Borelli, Operations Coordinator at the Cyber Security Institute, we established a base to begin creating a brand. We discussed the goal of the summit, who our audience is, researched various human trafficking conferences and organizations to inspire branding, and determined the what deliverables we needed to produce.
Goal of the Human Trafficking Summit We determined that the goal of the Human Trafficking Summit is to not only create a higher awareness of human trafficking as an issue, but to emphasize how individuals can contribute an be a part of combating it themselves.
Target Audience The Human Trafficking Summit is open to the public. Specifically, we wanted to target students, law enforcement, Cal Poly representatives, first responders (firefighters, EMT, etc.), advocates, and the IT crowd. Part of the purpose of the summit is to introduce the CCI’s new tool Minerva to law enforcement officers.
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Research Current Examples To inspire the design process, we researched websites of previous human trafficking conferences and current organizations. Those examples included Global Emancipation Network, Exodus Cry, National Initiative for Cybersecurity Education, International Justice Mission, Agape International Missions, and Brittany’s Place. Some websites were more successful than others and we noted which websites portrayed a message of hope and which ones displayed images of despair.
The Global Emancipation Network uses images that evoke sadness and despair that we thought were ultimately not engaging for an audience seeking to help victims of human trafficking.
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We were impressed with Exodus Cry’s strategy of creating a message of hope for human trafficking victims and strived to create the same message for our own brand.
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Deliverables Danielle laid out what kind of deliverables we would need to produce in order for this event to be successful. Those included: Flyers directed towards general public and law enforcement Social media headers for Facebook, LinkedIn, Twitter, and Instagram Shirt and sticker designs Event materials such as poster boards for speakers, door signs, sponsor banners, name tags, and agenda packets
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These deliverables were to be branded as Cal Poly event materials. We determined that the imagery used should represent hope, freedom, and working together, and should avoid graphic images.
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Establish Brand Our plan to begin establishing a central brand for the summit was to design a flyer directed to the general public and the brand would launch from there. The design process began by creating a visual language for the message we wanted to convey, then finding inspirational imagery that matched the language through a mood board, creating mockups of our own designs, and finally establishing a color theme and typography.
Visual Language We developed a visual language by first brainstorming themes for the Human Trafficking Summit. These included: Hope and breaking free Contribution to a cause Disruption Representation through storytelling New movement Coming togetherness
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With these themes in mind, we brainstormed possible imagery that could represent those themes. Images such as: Sun rising Happy individuals or groups Waves Hand holding Silhouette of a woman’s face
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Mood Board We researched various online resources for inspirational imagery that matched our visual language, such as Pinterest and Unsplash. Pinterest Mood Board
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Unplash Mood Board
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Mockups Inspired by our mood boards, we sketched our own designs to be used on the summit flyer.
January 26-28
HUMAN TRAFFICKING SUMMIT
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Establish Color Theme and Typography We then completed prototype flyers by establishing color themes and typography.
HUMAN TRAFFICKING SUMMIT Find hope for those in need. California Cybersecurity Institute is hosting a Human Trafficking Summit Event. The event is open to the public and professionals, and will have trainings for a myriad of groups (law enforcement, nonprofits, students, advocacy groups, tech professionals, general public). For more information please contact Danielle Borrelli using the email below.
Cal Poly MAC Building
January 26-28 dborell@calpoly.edu
The flyer with illustration was chosen and the girl became the symbol for the Human Trafficking Summit Brand.
HUMAN TRAFFICKING SUMMIT Find hope for those in need. California Cybersecurity Institute is hosting a Human Trafficking Summit Event. The event is open to the public and professionals, and will have trainings for a myriad of groups (law enforcement, nonprofits, students, advocacy groups, tech professionals, general public). For more information please contact Danielle Borrelli using the email below.
Cal Poly MAC Building
January 26-28 dborell@calpoly.edu
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Produce Deliverables Once the brand was established, the next steps were to produce deliverables that aligned with our brand.
Flyer Directed Towards Law Enforcement We designed a flyer that would appeal more to law enforcemnt audienced by omitting the girl as a symbol.
HUMAN TRAFFICKING SUMMIT Find hope for those in need. California Cybersecurity Institute is hosting a Human Trafficking Summit Event. The event is open to the public and professionals, and will have trainings for a myriad of groups (law enforcement, nonprofits, students, advocacy groups, tech professionals, general public). For more information please contact Danielle Borrelli using the email below.
Cal Poly MAC Building
January 26-28 dborell@calpoly.edu
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Social Media We designed an Instagram post and social media headers to help promote the event.
HUMAN TRAFFICKING SUMMIT January 26-28 Cal Poly MAC Building Email Danielle dborrell@calpoly.edu
To the left is the Instagram post. Below are the social media headers to be used on Facebook, LinkedIn, and Twitter.
HUMAN TRAFFICKING SUMMIT
January 26-28 | Cal Poly MAC Building
HUMAN TRAFFICKING SUMMIT
January 26-28 | Cal Poly MAC Building
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T-shirt and Sticker Designs Danielle was very enthusiastic about the illustration of the girl becoming the symbol of the summit and encouraged us to design t-shirts and stickers.
HUMAN TRAFFICKING SUMMIT
Basic logo design
Sticker design
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T-shirt design
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Event Materials Event materials include poster boards for speakers, door signs, sponsor banners, name tags, and agenda packets. So far we have only designed an agenda packet for the event but the rest will be completed in the month preceding the summit.
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Reflection What went well? As a team, we were flexible and able to collaborate with a busy client while maintaining productivity. We effectively defined the scope of the project and initiated the project prior to first contact with our client. In regards to goals, we were able further understand what kind of design speaks to our audience and research and look for relevant inspiration. We developed new technical and design skills, such as digital illustration. We gained valuable experience working with a client, and working within specific guidelines.
What did we struggle with? In the beginning, we struggled with communication with our client but we managed to produce deliverables regardless.
Future work We will continue to keep in contact with Danielle and continue working on the collateral prior to the event at the end of January.
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