Dr. Bronner s
One Soap One Planet
The Campaign Project Book
Dr. Bronner’s Magic All-One is a successful company, with an excellent product, that does many good works beyond its commercial enterprise. At the core of Dr. Bronner’s there remains a passion and an active involvement with causes that have a positive effect upon our world. Dr. Bronner’s has been faithfully and successfully adhering to their vision since 1948. But their branding needs a “face lift” to give the company the exposure it deserves. This campaign will present Bronner’s in a more vibrant and contemporary manner. You will see on the following pages how an outstanding total visual package will invite a large new audience to the brand, and thus magnify Dr. Bronner’s solid success and real benefit to the world at large.
Table of Contents 1
Brand Research
3
Style Guide
2
Creative Process
4
Final Solutions
Company Overview.........3 Brand Objectives..............7 Target Audience................11
Moodboards........................15 Infograph.............................17 Logo......................................19 Print.......................................21 Web........................................23 Packaging............................25 Additional Media...............27
Logo Standards.................31 Color Palette......................35 Font Choice........................36 Images & Textures............37 Brand Personality..............39
Print Ads...............................43 Packaging............................45 Brochure..............................47 Billboard...............................48 Website.................................49 Social Network..................50
References.................... 53
1 BRAND RESEARCH Company Overview.........3 Brand Objectives..............7 Target Audience................11
COMPANY OVERVIEW Dr. Bronner’s Magic All-One Introduction
Emanuel Bronner
3 Brand Research
The Dr. Bronner’s company was established by Emanuel Bronner in 1947. Bronner ran the company until his death, (at which time it passed to his son). The company is currently being run by his grandsons, David and Michael. Not only did Bronner make soap; he also put forth a strong philosophical message. As his soap gained popularity, so did his message of transcendent unity and equality as an answer to religious and ethnic division in the world. His view became widely accepted by the counter-culture of the time, mainly young anti-establishment idealists. The “call to peace” is literally spelled out on Bronner’s product label. Not a spec of space is left blank. The soap maker found a way to deliver his message—he was “on a soap box” and could reach the world. In addition, his soap was on its way to becoming the number one organic health product of the era. Today Dr. Bronner’s is an active company with a high degree of involvement in many causes. The company’s present position regarding advertising and branding is worth scrutiny. Currently Bronner’s still does not advertise. This lack of exposure minimizes the possibility of a larger customer base and a corresponding increase in revenue. The visual media this company uses is out of date and its product line has an inconsistent look. Proposed changes will include magazine advertising, billboard advertising, re-designing branding, and updating the current website. Development of social media exposure will also be recommended.
Abstract The purpose of this research is to see how advertising and brand re-development would increase consumer awareness and revenue for Dr. Bronner’s, thus increasing their ability to positively affect our planet. (The company provides support to many causes throughout the world.) To attain this objective, a new marketing campaign including print, digital, and social media makeovers, is proposed. The brand re-design incorporates current trends more than the present design. Color, typeface, and image are paramount among the visual elements of the makeover. Logo reconstruction is a key component. A transmedia approach will place new media pieces into an interactive cycle. This ensures that Bronner’s customers are also participants. The goal of the interactive plan is to show the full range of benefits that come with Dr. Bronner’s products—much more than just soap. When purchasing Bronner products, the consumer invests in several Earth-friendly causes that ensure the future health of our planet. With a widespread campaign, consumers have ample opportunity to recognize the same quality product. Bronner loyalists will not be left feeling betrayed. New consistent packaging incorporates familiar Dr. Bronner’s brand icons to prevent any confusion or doubt regarding the company’s identity. The idea is to make the product visibly superior to all others on the retail shelves.
Brand Research 4
COMPANY OVERVIEW
Conclusion When a company shows growth and success for decades it is encouraging to consider its continued success in our world. The core of Dr. Bronner's mission is to contribute to the health and well being of all persons on our planet. Expanding consumer awareness and providing Dr. Bronner's with an increase of revenue, in order to further support the worldwide “human projects” in which the company is involved, is the objective of the proposed campaign. It is true that Dr. Bronner's has already left an important environmental footprint upon our planet. It is also true that Dr. Bronner's products have been acknowledged as the best in the organic health and beauty industry. However, the core truth is that Dr. Bronner's needs to expand and continue to produce so that the benefits of their conscientious efforts can be experienced by all. For Bronner products to be brought into every home and used by every person would have a profound impact on the planet. Increasing awareness of the benefits of Dr. Bronner's is not out of reach. The solution is spelled out in this paper. The proof is evident in the research. Re-defining and re-designing the basic branding of Dr. Bronner's will only add to the quality the consumer already believes in. In this case it comes with an added benefit. The continued growth of Dr. Bronner's guarantees a healthier cleaner planet for generations to come.
5 Brand Research
“Each swallow works hard to be a perfect pilot, provider, builder, trainer, teacher, lover, mate, no half-true hate! So each day like a bird, perfect thyself first!”
~ Dr. Bronner
Brand Research 6
BRAND OBJECTIVES Key Tenets
Brand Mission
To establish a renewed awareness of the Dr. Bronner’s brand is the main goal for Dr. Bronner’s. To increase the customer base, increasing sales to enable the company to continue and expand its involvement in the causes it supports. To make Dr. Bronner’s a household name in the industry of healthy organic products.
Passionate
Brand Vision
The ultimate vision for Dr. Bronner’s is to make it the only organic product in the home. This would also mean the dream of planet health is one step closer to reality.
Conscientious
Generous
Unique Selling Proposition
Besides the product being 100% organic, Bronner’s USP (unique selling proposition) is that it truly has 18 uses in 1 product. You can wash your body, your clothes, mop your floors with it, and so on. It is even safe to use on pets.
Brand Attributes Conscientious Playful
Environmental
7 Brand Research
Organic
Fragrant
Invigorating Splashy
Passionate Energetic
Creative Brief Primary Products
Organic skin care soaps Lotions and body treatments Hair products All-purpose cleaner
Services
Organic Awareness and Education Certified Fair Trade Industrial Hemp Advocate Fair Shake Re-entry Resource Program GMO Labeling All-One Interblastic Foam Shower Going Green with a Bronner Mom
Positioning Statement l l l
Currently Dr. Bronner’s is high ranking, (4.5 out of 5 on Amazon) The company is rated the “Greenest Beauty Brand” on the market The product has a loyal following
Campaign Goals l l l l
Develop a consistent and current look for Dr. Bronner’s to the market Improve the look of the website for an expanded visitor base Increase exposure to a larger population to increase sales Increase sales to provide increased involvement in causes
Tagline
One Soap One Planet l Clean Body, Clean Conscience, Clean l Dr. Bronner’s, The everyone product l
Key Features and Benefits Feature
Feature
Benefit
Benefit
Dr. Bronner’s is good for your conscience and body. When you use Dr. Bronner’s you do not have to worry about what you are using since it is not only 100% USDA Organic but it is good for the environment.
World
Dr. Bronner’s is dedicated to “Human Projects” on the planet. Money spent on this product will help fund the many causes the company supports.
Brand Research 8
BRAND OBJECTIVES SWOT Analysis
Strengths l Label
is nostalgic and recognizable l Expert knowledge of organic benefits l Explores new ideas for product l Positioned in major stores l Excellent employee benefits l Brand has a loyal following
Weaknesses
Packaging design may be outdated l Company may be identified as liberal l Target audience is limited l Product line has an inconsistent look l Website is clunky and outdated l Product lacks exposure l
Opportunities l Positive
publicity can increase sales health and beauty products l Promote awareness of the brand vision l Position in more locations l Outreach opportunities are growing l Packaging label re-design l Re-design online communication l It is all about marketing l Expand
Threats
Weather could increase supply costs l Economic downturn l Could lose their high ranking l Supporting political causes is costly l Label is easily overlooked l Foreign involvement is risky l More companies are going organic l
SWOT Plan of Action
The plan of action is to develop an effective brand strategy that will increase the customer base by utilizing a new exposure to all products, giving the company an ability to increase involvement in services they have a passion for.
9 Brand Research
Competition Both Kiss My Face and Mrs. Meyer’s have an impressive display of product used in the stores. This is a visual marketing that communicates directly to the consumer and gives them choices involving the brand instead of other shelf brands placed next to each other. Shari Waters says, “Creating an attractive product display can draw the customer in, promote a slow-moving item, announce a sale, or welcome a season. If your store front is fortunate enough to feature one or more windows, then you have one of the most proven (and least expensive) forms of advertising at your disposal.” (Waters, 2012).
Dr. Bronner’s has no advertising available to compare. However, the passion of the company is to further increase the ability to support the activism they are involved in. So, it is feasible that an advertising campaign would benefit Dr. Bronner’s. Maintaining the company passion and integrity
will be key in exposure of the product. Dr. Bronner’s does participate in community events and has a physical presence in local markets, street fairs and music festivals. An attractive display in the stores would stimulate increased awareness of the product.
Brand Research 10
TARGET AUDIENCE Demographics
The target audience is 25 – 65 years old (about 60% women) with incomes of $26k – $70k per year. College students with exposure to worldly knowledge are candidates for the use and interaction in company products and causes. The socially responsible individual with a passion for the environment uses Dr. Bronner’s. One might call individuals that would use Dr. Bronner’s, “Eco-conscious trend setters.”
Clubs and Tribes l l l l l l
Purists Health and Alternative Medicine Seekers Environmentalists, Green and Earth Advocates-Green Party Natural Food Store Shoppers-Whole Foods, Trader Joes Socially Responsible People Baby Boomer, Generation X and Millennial-Hippies, Hipsters
11 Brand Research
Brand Research 12
2 CREATIVE PROCESS Moodboards........................15 Infograph.............................17 Logo......................................19 Print.......................................21 Web........................................23 Packaging............................25 Additional Media...............27
MOODBOARDS Vibrant The creative process begins with research. Developing the moodboard guides the initial exploration of different images and textures. Color and font choices are also investigated in this process. This helps to establish the choice for the campaign directive. For this campaign the decision was to design the brand based on the directive “vibrant.�
15 Creative Process
Green Living
Sacred/Visionary
Creative Process 16
GRAPHIC TOOLBOX Infograph
The infograph is a tool used to visually display the data information of the campaign. The execution of the Dr. Bronner’s infograph revealed the elements of the project on one media piece.
17 Creative Process
“Remember that design isn’t just about making things pretty. It’s about making things work, and in the case of infographics, that means representing data accurately and clearly” ~ Nathan Yau
Creative Process 18
LOGO DEVELOPMENT Objective The development of re-branding the Dr. Bronner’s company began with creating a new company logo. The old logo is outdated and does not represent the company in the best way. Research showed that the personality of the company is best described as colorful. The new logo represents the characteristics of Dr. Bronner’s in a vibrant and exciting delivery. The design reflects the environmental ties and the connection to humankind with the rainbow bubbles and green leaf as an apostrophe in the name.
Old Logo
19 Creative Process
Concept Sketches The logo design started with sketches of ideas that might fit into the company brand.
Refined Logo Concepts
Final Logo The final logo design combined elements from the beginning stages into the refined stage. Using bubbles, and a leaf as a token of the environment, caters to a target audience of all ages. The rainbow color scheme reflects the directive “vibrant.” Fabulous 50’s font turns the logo into a fun and nostalgic piece
without making it outdated. The new logo is the most effective choice for the complete campaign brand essence. The goal is to set the tone for the campaign and stand out against the competitors, effectively pulling the consumer first to Dr. Bronner’s
“To design is to communicate clearly by whatever means you can control or master.”
–Michelangelo (March 6, 1475 – February 18, 1564)
Creative Process 20
PRINT Objective The objective for magazine advertising is the increase of widespread brand recognition. The relevance of this choice is increased exposure. Dr. Bronner’s currently does not advertise at all. The idea is to provide a deeper information portal to the consumer. This can be in the form of persuasion, influence, communication, and help build a stronger relationship with the consumer. Size and placement of an advertisement can over-shadow any competitor. With added benefit to the viewer like free samples and discounts on products, the advertising campaign can provide a significant increase in revenue and a larger target audience number. The increase in revenue will increase the ability to provide a deeper support in the causes the Dr. Bronner’s company is involved in. The advertisement campaign leans toward the testimonial style ad. The purpose is to deliver a personal message about Dr. Bronner’s. The importance of the ads is the message. Imagery is meant to please the conservationist or eco-conscious, a major sector of the target audience. Using the Helvetica font for the body text reads in a clean way.
21 Creative Process
Concept Sketches
Final Designs
Creative Process 22
WEBSITE Objective The objective for re-designing the current website is to update the current outdated material. The current website design is flat in color. Navigation is difficult because the content is crowded. Re-design will organize the information making the visit more pleasant and more productive to the company. The strategy is to incorporate images, color and font that will define the essence of the company message. Inevitably the audience will have an easier experience navigating the new website layout. The audience will also have an easier time ordering product. The re-design will highlight material pertaining to the activities in causes. The result directly ties communities together in a common goal.
Site Map Home Products Body Care
23 Creative Process
Hair Care
Baby Care
History Cleaner
Activism GMO
Fair Trade
Contact Hemp
FAQ
Splash Page The splash page contains the animated logo graphic. The animation will play upon opening and re-direct to the home page after a six second motion. Bubbles appear to fan out from the center of the page as the logo also transitions from the center
from small to full page within the time alloted. One reason designers use splash is “to awake excitement for the actual content of the site,” and “the decision to use a splash page is design-driven and realizes some designer’s idea” (Lennartz, 2007)
Final Home Page
Creative Process 24
PACKAGING Objective The objective for a re-design of the packaging media is to encourage new consumer awareness. The goal is to follow the directive design concept of “vibrant” to all other media deliverables. This consistency of the brand and resulting added audience increase is essential to the overall Dr. Bronner’s company objective and solution. It is important to maintain the piece of history that is currently printed on the packaging, Most of the text will be edited down without sacrificing its message. The visual elements added to the new packaging will provide a positive draw to the product. The idea is to make the product visually superior to other competitors. “The shelf is probably the most competitive marketing environment that exists” (Wheeler, 160).
Old Packaging
25 Creative Process
Gathering Resources Images used on the packaging will connect to the brand essence and relate the vision of clean, organic, and playful. The packaging will remain consistent with the campaign’s color palette. Using bubbles on the label enhances the new logo design, creating a cohesive perception of the re-branding campaign.
Final Proof Designs
Bottle Front Designs
Creative Process 26
ADDITIONAL MEDIA Billboard Objective The objective for the billboard is a larger-than-life interactive, quick invitation to Dr. Bronner’s. The chief value of this medium choice is exposure. Billboards can provide a high frequency message to a wide range of people depending on the location. The target audience will be excited to see the product they use. The visual design is meant to enhance and stimulate a positive environmental message and direct the viewer to the company. “The OOH (out of home) media environment is fairly uncluttered, compared with television and magazines” (Levens, 199). One benefit of the billboard is long-term commitment, and that makes the target audience feel secure.
27 Creative Process
Brochure Objective The main objective of the full color brochure is to provide a detailed source of education about company goals. The strategy is to place the brochure into positions where consumer traffic is heavy. The vibrant use of color and imagery will stand out and encourage consumers to take and read.
Social Network Objective The objective for the social media asset is to link together social networking with day to day activities within the industry and company. The strategy is to provide interactivity and information about products, events and education on Earth projects. Blogging is a way to share to the masses. The strategy is to maintain the daily writing and provide video presentation when possible.
Creative Process 28
3 STYLE GUIDE Logo Standards.................31 Color Palette......................35 Font Choice........................36 Images & Textures............37 Brand Personality..............39
LOGO STANDARDS
Primary Logo The primary logo for Dr. Bronner’s reflects the colorful energy of the company and connects with the integrity of the environmental ties. The organic connection is important to the company. Anything colorful and exciting is often defined as vibrant. The logo incorporates a vibrant experience with the rainbow colors but maintains the green-living vision with the leaf used as a apostrophe in the logo type. The font choice is expressive and supports the brand strategy. The following standards have been developed to create a memorable experience of the brand essence.
Logo Orientation
The orientation is intended to be used in a horizontal format only. Stacking the logo in any other way is not permitted and will diminish the integrity of the brand.
One Soap One Planet 31 Style Guide
Logo Components
Dr. Bronner s One Soap One Planet
Brandmark Logo Type Tagline
Using bubbles, and a leaf as a token of the environment, caters to a target audience of all ages. The rainbow color scheme reflects the directive “vibrant.” Fabulous 50’s font turns the logo into a fun and nostalgic piece without making it outdated. The brandmark and logo type will always be used together to ensure optimal recognition of the brand. The tag line is meant to be used to further define the Dr. Bronner’s campaign mission.
Logo Minimum Size
s
Clear Space
s
1.5 in.
s
s
.5 in.
Clear space around the logo is equivalent to the “s� used in the logo type, Dr. Bronner’s. The space is based on the width of the letter as demonstrated. This space is also utilized when including the tag line.
One Soap One Planet
1.5 in.
.6 in.
Maximum legibility is vital to the logo standards, therefore the logo minimum size without the tagline is 1.5 in wide and .5 in. high Maximum legibility is vital to the logo standards, therefore the logo minimum size with the tagline is 1.5 in wide and .6 in. high
Reverse Single Color Using the reverse single color is an option when logo use calls for black and white or one color processing.
Style Guide 32
LOGO STANDARDS Logo Variations Display the full color logo whenever possible. The linear multi-color gradient used in the bubble element should remain the focus of the brand use, be mindful of distracting background. Ensure that the logo remains the focus of the application it is being used on. Black and white versions are available to use when needed.
Logo Colors Use the linear gradient used in combination of the blend option of specified steps set at 30. Blend two gradient filled ellipses and one small white ellipse to create the circular effect.
Logo without Tagline R - 0 G - 153 B - 217
Logo with Tagline
R - 42 G-3 4 B - 128
R - 212 G - 0 B - 118
Logo Fonts Dr. Bronner’s Name
Fabulous 50s One Soap One Planet 33 Style Guide
Tagline
Gurmukhi MN
R - 214 G - 14 B - 31
R - 246 G - 230 B - 0
R - 0 G -144 B - 63
Acceptable Use
One Soap One Planet
Unacceptable Use
Dr. Bronner s
Dr. Bronner s Without Bubble Graphic
Out of Proportion
Different Color Bubbles
One Soap One Planet
Dr. BronnerMs Tagline Misplaced
Different Apostrophe Symbol
Dr. Bronner s Different Color Type
Style Guide 34
COLOR & FONT Colors
C - 100 R - 0 M - 42 G - 103 Y - 0 B - 185 K - 0 Pantone P 109-15 C
C - 0 R - 219 M - 89 G - 41 Y - 100 B - 20 K - 0 Pantone P 45-8 C
C - 64 R - 86 M - 85 G - 45 Y - 0 B - 125 K - 11 Pantone P 93-15 C
Color in the Dr. Bronner’s campaign essentially spells out the directive “vibrant” best. The color scheme found throughout is what conveys the strongest message of change for the new branding. A brilliant color scheme has been implemented to enhance the story of creativity and imagination. The bottom line is to present colors that will induce the shopper to pick up the product, at least once.
35 Style Guide
C - 10 R - 194 M - 100 G - 0 Y - 25 B - 96 K - 0 Pantone P 73-16 C
C - 100 R - 0 M - 10 G - 140 Y - 100 B - 59 K - 0 Pantone P 142-15 C
C - 0 R - 255 M - 0 G - 241 Y - 100 B - 0 K - 0 Pantone P Process Yellow C
Text is about readability in the Dr. Bronner’s campaign. Helvetica is clean and familiar. Gurmukhi has some display curves. Both typefaces will not take away from the vibrant media attention. Considering the texture and color in the typographic choice is important. Which style will best suit the audience? Readability is a primary consideration. An acceptable font does not visually overtake the accompanying color and imagery. The chosen font will add to the impact of the overall design
Typefaces Gurmukhi MN
Helvetica
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNO PQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNO PQRSTUVWXYZ 1234567890
Regular - this typeface has just the right amount of curves without being distracting. Bold - One Soap One Planet Magic All-One
Regular - this typeface is clean and familiar. It will not detract from the other chosen fonts, nor from the message in the body Bold Oblique - Dr. Bronner’s Magic All-One Bold - The main goal
Style Guide 36
IMAGES Photography & Textures Images, textures and patterns will coincide with the colors used for the branding. Images of nature and bubbles will be used wherever possible. This will create harmonious interaction and add to the directive, “vibrant.” New images may be created where desirable. For instance, their number one selling item is the peppermint soap. An image of fresh green peppermint will strongly emphasize the name, while presenting a new visual stimulus for the customer. Images corresponding to specific products will also be used. All things relating the fresh, healthy clean, Dr. Bronner’s provides is an acceptable inclusion. Images connecting the services and causes of Dr. Bronner’s are important for the campaign essence.
37 Style Guide
Style Guide 38
BRAND PERSONALITY
The Voice Dr. Bronner’s is a company that truly expresses care for all mankind and the planet we live on. Their products offer a clean, organic, invigorating, bubbly, and fragrant experience. Organic environmentalism is vital to both the company and the product. It is essential to incorporate this tone when applying any of the brand elements to any brand medium. It is just as important to maintain a sense of playfulness and fun. The brand’s voice should emphasize passion and generosity. This campaign is conscientious about human nature.
39 Style Guide
“We do not inherit the earth from our ancestors; we borrow it from our children� ~ Chief Seattle
Style Guide 40
4 FINAL SOLUTIONS Print Ads...............................43 Packaging............................45 Brochure..............................47 Billboard...............................48 Website.................................49 Social Network..................50
PRINT SOLUTIONS Advertisement Testimonial advertising for Dr. Bronner’s communicates the relationship between the consumer and the product on a personal level.
43 Final Solutions
Final Solutions 44
PRINT SOLUTIONS Packaging New packaging design for Dr. Bronner’s provides a superior visual product in a competitive market.
45 Final Solutions
Final Solutions 46
PRINT SOLUTIONS Brochure The Dr. Bronner’s brochure design is vibrant and will provide valuable information about the company.
47 Final Solutions
Billboard Billboards in the Dr. Bronner campaign are a sure way to increase exposure to a larger audience, thus increasing the customer base.
Final Solutions 48
DIGITAL SOLUTIONS Website Website re-design provides easier navigation and a more pleasant visit. Ordering on the new website provides a simpler action.
49 Final Solutions
History and Contact Pages
Splash Page Motion Graphic
Social Network
Final Solutions 50
REFERENCES
REFERENCES Brand Research Resources
Dr. Bronner’s. (2013). Retrieved on January 13, 2013 at http://www.drbronner.com/. Notable Quotes. (n.d.). Nature quotes. Retrieved on January 29, 2013 at http://www.notable-quotes.com/n/nature_quotes.html. Waters, Shari. (2012). Creating attractive displays. Retrieved on December 12, 2012 at http://retail.about.com/od/storedesign/a/ create_display.htm
Image References
Heart Water Drop: http://www.lightworkersworld.com/wp-content/uploads/2011/02/spiritual-love.jpg Hand Holding Earth: http://www.ci.berkeley.ca.us/uploadedImages/Mayor/Level_3__-General/EarthInHand.gif Hand Holding Earth Bubble: http://www.naturecleanliving.com/files/ambryBOX.jpg?1304431366 Kiss My Face (n.d.). Retrieved on December 11, 2012 at http://www.kissmyface.com/ Mrs. Meyer’s. (n.d.). Retrieved on December 11, 2012 at http://www.mrsmeyers.com/ Sky Bubbles: http://www2.hiren.info/desktopwallpapers/3d/sky-bubbles-1.jpg Woman Meditating at Waterfalls: http://insidethemindofisadora.files.wordpress.com/2013/05/ meditation1-copy.gif Bathtub with Candles: http://a.abcnews.com/images/Travel/ht_outdoor_showers_101223_ssh.jpg Older Yoga Man: http://maystreetcreative.com/wpcontent/uploads/2012/07/Yoga_Sterling_WW_1581.jpg Organic Shopper: http://www.thedailygreen.com/cm/thedailygreen/images/mX/capital-city-vt market-lg.jpg Dr. Bronner: http://www.drbronner.com/History Mother: http://www.elizabethstreet.com/sites/default/files/LIV_11.07_Latham_Thomas_ Image4_636x424_0.jpg College Yuppie: http://thames2thayer.com/blog/wp-content/uploads/2008/08/yuppie1.jpg Outside Bath: http://sittersister.files.wordpress.com/2012/07/12_outside_bath.jpg
53 References
Creative Development Resources Johnson, Ben. (2009). Inspirational quotes. Retrieved on July 22, 2013 at http://www.logoinn.net/inspirational-quotes/ Lennartz, Sven. (2007). Splash pages, do we really need them? Retrieved on July 22, 2013 at http://uxdesign.smashingmagazine. com/2007/10/11/splash-pages-do-we-really-need-them/ Levens, Michael. (2010). Marketing: defined, explained, applied. (pp. 196, 199). Upper Saddle River, NJ. Prentice Hall Wheeler, Alina. (2009). Designing Brand Identity: An Essential Guide for the Whole Branding Team, (3rd Edition, pp. 151, 159, 160). Hoboken, NJ. Wiley Custom Select. Yau, Nathan. (2011). The do’s and don’ts of infographic design: revisited. Retrieved on June 19, 2013 at http://www.smashingmaga zine.com/2011/10/21/the-do%E2%80%99s-and-don%E2%80%99ts-of-infographic-design-revisited/#more-117672
Image References
Dr. Bronner’s Logo: http://www.i4es.org/Images/drb_horiz_logo_color.jpg Water Drop: http://www.waterrenewaltech.com/images/faq/1earthdroplet.jpg Splash Background: http://www.themindfulword.org/wordpress/wp-content/uploads/2013/01/god-spiritual-healing.jpg Home Page Background: http://img.wallpaperstock.net:81/bubbles-and-sky-wallpapers_13913_1920x1200.jpg Rose: http://s11.beta.photobucket.com/user/soulfullyyours/media/purple_rose1.jpg Eucalyptus: http://homescentscandlecompany.com/images/Eucalyptuse.jpg Peppermint: http://rbgsocialclub.files.wordpress.com/2011/12/benefits-of-peppermint.jpg Lavender: http://www.seriouseats.com/images/20100824lavender.jpg Dr. Bronner’s Soap Bottles: http://www.drbronner.com/DBMS/LS.htm Bubble Background: http://www.cover4face.com/covers/preview/Colorful-bubbles.jpg Flower Background: http://www.sparkbow.com/News/Imaging.ashx?ArticleId=1595&Pin= Soapy Couple: http://www.drbronner.com/all_one_ark.php Backpacking Man: http://www.cupcakemommies.com/wp-content/woo_custom/375-camping.jpg Camping Family: http://lorriemiller.files.wordpress.com/2010/08/p1010847.jpg Business Woman: http://cdn.blogs.sheknows.com/gardening.sheknows.com/2011/05/woman-shopping-at-farmers-market.jpg Bath Tub and Elephant: http://roarafrica.com/images/accomodation/4797_aTrish-shoulder_-Bath-bubbles-ellies-Granite.jpg Waterfall Bather: tumblr_lxnr1lePWK1qcvg17.jpg Copper Bathtub: http://www.kiwicollection.com/blog/wp-content/uploads/2011/08/009349-04-bathtub.jpg
References 54
REFERENCES Style Guide Resources
Seattle’s Travels. (2011). Top 15 Chief Seattle quotes. Retrieved on July 21, 2013 at http://seattlestravels.com/chief-seattle-quotes/
Image References
Woman with Cap: http://www.elizabethstreet.com/sites/default/files/LIV_11.07_Latham_Thomas_Image4_636x424_0.jpg Backpacking Woman: http://2.bp.blogspot.com/_TRZsXXGO-nE/SKWJTTvNQAI/AAAAAAAAAmM/q8559jPyQtk/s400/cm BACKPACKER_article_wideweb__470x368,0.jpg Man in Chair: http://media.hamptonroads.com/cache/files/images/481801000.jpg Mother and Son: http://www.serenbecommunity.com/newsletters/2007-05/images/mayday18.jpg Girl Watering: http://homeguides.sfgate.com/DM-Resize/photos.demandstudios.com/getty/article/189/177/86501811. jg?w=600&h=600&keep_ratio=1 Kid Holding Vegetables: http://www.foundationfarm.com/_borders/Picture%20011.jpg Chakra Image: http://1.bp.blogspot.com/-VxtCaGUWyhQ/UHltYPDq2eI/AAAAAAAAAyw/IxEZwAoVn1k/s1600/meditation1.jpg Water Drop: By Michael Melgar (english wikipedia.) [GFDL (www.gnu.org/copyleft/fdl.html) or CC-BY-SA-3.0 (http://creativecommons. org/licenses/by-sa/3.0/)], via Wikimedia Commons Palm Seeds: http://thumbs.dreamstime.com/thumblarge_585/1298397941h2z7ZJ.jpg Girl in Foam: http://wb3b.com/images/Soap%20suds%20Em.jpg Bubble on Grass: http://3.bp.blogspot.com/-vG3gWg-Lf30/UR99PPQUMiI/AAAAAAAAA5w/VJWoFOajQ4w/s1600/ earth+in+a+bubble.jpg Hand Holding Earth Water Drop: http://wakeup-world.com/wp-content/uploads/2012/11/spiritual_environment.jpg Woman with Stick: http://upload.wikimedia.org/wikipedia/commons/9/9c/Palm_oil_extraction%2C_DR_Congo.jpg Earth in Grass: http://4.bp.blogspot.com/-ad0o1ehvHYs/TtWkpyYLCuI/AAAAAAAAC4c/1THXQW0DQ5s/s400/earth7.jpg Red Tub: http://farm6.staticflickr.com/5104/5652822432_e5f7f3565e_z.jpg
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Final Solutions Resources
Facebook. (n.d.). Home page. Retrieved on May 14, 2013 at https://www.facebook.com/ Twitter. (n.d.). Home page. Retrieved on May 10, 2013 at https://twitter.com/
Image References
Man Stretching: http://pamgraybonaventure.files.wordpress.com/2013/04/ senior-man-doing-yoga-on-the-beach.jpg Muddy Hand Girl: http://www.naturenet.com/NatureNetNews/NNNews_ graphics/Muddy%20Hands.jpg Yuppie Woman: http://cdna.lystit.com/photos/2013/05/15/free-people-ivory waterfall-tank-product-3-9697885-492841235_large_card.jpeg Young Backpackers: http://www.destination360.com/north-america/us/kansas/ images/s/camping.jpg Couple at Farmers Market: http://www.theveganwoman.com/wp-content/ uploads/2012/06/Choosing-organic.jpg Young Farm Man: http://www.ecotrust.org/foodfarms/images/zoe2.jpg Workers with Baskets: http://www.drbronner.com/palm_oil_from_ghana.php Dr. Bronner’s Products: http://www.drbronner.com/DBMS/LS.htm Baby in Tub: http://3.bp.blogspot.com/_I7PTzxSzt5Q/TDyVckmeAoI/ AAAAAAAAAfc/ltdoXNYUPCw/s1600/IMG_9604.JPG
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REFERENCES Research Paper Color Matters. (2013). New frontiers of color. Retrieved on January 24, 2013 at http://www.colormatters. com/color-and science/new-frontiers-for-color. Fast Company. (n. d.). Unify, simplify, amplify: how the Mrs. Meyer’s brand conquers a tough market. Retrieved on January 16, 2013 at http://www.fastcodesign.com/1664014/unify-simplify-amplify-how-the-mrs-meyers-brand conquers-a-tough-market. Felton, George. (2006). Advertising concept and copy. New York, NY. (pp 19, 37, 174). W. W. Norton and Co. Franke+Fiorella. (2011). Redesigning your brand’s identity: knowing when it’s time. Retrieved on January 22, 2013 at http://www.frankefiorella.com/wp-content/uploads/2012/02/identityWise-Redesigning-Your-Brands-Identity Knowing-When-Its-Time.pdf. Kiss My Face. (2012). Retrieved on January 13, 2013 at http://www.kissmyface.com/. Labrecque, L., & Milne, G. (2012). Exciting red and competent blue: the importance of color in marketing. Journal Of The Academy Of Marketing Science, 40(5), 711-727. doi:10.1007/s11747-010-0245-y. Landa, Robin. (2006). Graphic design solutions. Clifton Park, New York. (3rd edition, pp. 74-99). Thompson. Lipson, Elaine. (2008). Organic consumers share values, not demographics. Retrieved on January 17, 2013 at http://newhope360.com/organic-consumers-share-values-not-demographics. Morton, Jill. (2010). Why color matters. Retrieved on January 24, 2013 at http://www.colorcom.com/ research/why-color-matters. Mrs. Meyer’s. (2010). Retrieved on January 17, 2013 at http://www.mrsmeyers.com/. Smashing Magazine. (2012). Typography guidelines and references. Retrieved on January 26, 2013 at http://www.smashing magazine.com/typography-guidelines-and-references/#b2. Thomas, Jerry. (2008). Advertising effectiveness. Retrieved on January 17, 2013 at http://www.decisionanalyst.com/ publ_art/adeffectiveness.dai. Total Beauty. (2013). Editors’ favorites: 10 best natural beauty products. Retrieved on January 17, 2013 at http://www.total beauty.com/content/gallery/natural-beauty-products/p110042/page10. Webdesigner Depot. (2011). The most popular fonts used by designers. Retrieved on January 21, 2013 at http://www. webdesignerdepot.com/2011/08/the-most-popular-fonts-used-by-designers/.
57 References
“Look deep into nature, and then you will understand everything better.�
~ Albert Einstein
References 58
“One touch of nature makes the whole world kin”
William Shakespeare
“We’re all-one or none”
Emanuel Bronner
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