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WELCOME The following presentation is a detailed rebranding and awareness campaign project book for the No Limits Youth Ministry, Bayamon, P.R. The presentation takes you on the journey of discovering research about the brand, the creative development process with preliminary sketches, and finally, the development of high brand standards and effective campaign solutions. Stretch your arms up and jump into the uplifting environment of NLYM, have fun and enjoy!
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NLYM CAMPAIGN
WE LOVE YOUTH!
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TABLE OF
CONTENTS
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NLYM CAMPAIGN
2.0 CREATIVE DEVELOPMENT
1.0 RESEARCH 1.0 Introducing NLYM 1.1 Key Findings 1.2 SWOT + Action Plan 1.3 Target Audience 1.4 Campaign Project Brief
8 10 14 16 18
3.0 BRAND STANDARDS 3.0 What we are made of? 3.1 Brand Attributes + Personality 3.2 Brand Textures + Imagery 3.3 Logo + Tagline Standards 3.4 Typography + Color Palette 3.5 Print Media Applications
38 40 42 44 48 50
2.0 Moodboard 2.1 Logo Sketches + Explorations 2.2 Ad Sketches + Mockups 2.3 Website Sketches + Mockups 2.4 Motion Graphic Sketches 2.5 Graphic Toolbox
24 26 28 30 32 34
4.0 DESIGN SOLUTION 4.0 Design Solution 4.1 Website Design 4.2 Motion Graphic Design 4.3 Project Conclusion 4.4 References
60 62 64 68 70
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1.0
{RESEARCH}
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NLYM CAMPAIGN
1.0 RESEARCH 1.1 Introducing NLYM 1.2 Key Findings 1.3 SWOT + Action Plan 1.4 Target Audience 1.5 Campaign Project Brief
1.0 RESEARCH
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1.0 RESEARCH
Introducing No Limits Youth Ministry...
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NLYM’s passion and commitment is to help the local community of students live purposeful and healthy lifestyles individually and within their families.
”
No Limits Youth Ministry, a Hispanic nonprofit Christian youth organization, part of Restoration in Christ Church in Bayamon, Puerto Rico offers high school to college age students the best creatively uplifting entertainment, fellowship and support in a safe, loving environment. NLYM’s passion and commitment is to help the local community of students live purposeful and healthy lifestyles individually and within their families.
NLYM CAMPAIGN
Students today are struggling with many issues such as: insecurity, drugs, sex, alcohol and depression, among others. But young people also have an unavoidable craving for fun. NLYM breaks away from the crowd of other religious organizations or secular entertainment attractions by providing a unique style of ministry and entertainment, delivering the message of hope and purpose in fun, creative ways that students can relate with and easily apply.
Nonetheless, NLYM needs to strengthen its current membership to reach more students than ever before, and be known as the best place to get uplifting youth entertainment and fellowship every Saturday afternoon in the Bayamon Metro area. To accomplish this goal, NLYM needs to develop strong brand essence and identity through a rebranding campaign, with logo and tagline redesign. To increase brand awareness, developing a professional advertising campaign with various elements will build brand equity reinforcing brand recognition and support. The rebranding and awareness campaign will communicate and grab the target audience’s attention innovatively using impacting images, a bright color scheme, edgy typography, ad presence, social networking and web technology that will help position it and achieve the campaign objective.
1.0 RESEARCH
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1.1 RESEARCH
KEY FINDINGS The ministry has over 10 years of experience working with youth and creatively delivers youth-focused teachings and 24/7 counseling support. The desire to see community youth living purpose-driven lifestyles is the main focus of its services, but poor management strategies and brand development has caused significant decrease in membership in the last five years. Currently, No Limits’ need to reach and attract a larger crowd of community students to its weekly Saturday afternoon services, strengthen its current membership and ultimately increase ministry funds are the primary objective for development of a rebranding and awareness campaign.
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NLYM CAMPAIGN
No Limits Youth Ministry is an integral part of the non-profit Christian organization, Restoration in Christ Church, located in the urban metro area of Bayamon city, Puerto Rico. The youth ministry’s pastor, Abigail Alvarez, is also the church’s head pastor’s daughter, and has devoted over 20 years to serving and counseling young people. She started with a small group of ten young people in 1991, and it kept on growing to a group of 400 in 2005’s weekly service attendance. Good wordof-mouth and print media promotional efforts in nearby high schools gave the ministry an active awareness for a few years. Since 2006, leadership issues, poor brand awareness and promotional efforts have currently taken its weekly Saturday service attendance to a significant decrease of 30-50 young people (Alvarez, 2011). No Limits Youth Ministry’s retention rate is poor to none because of aspects such as poor volunteer involvement, poor brand essence and equity.
ATTENDANCE GROWTH HISTORY
The hurts young people are dealing with and holding in is truly disturbing, and NLYM wants to help heal and restore peace to students’ lives. A study of youth ministry approaches states that: Young people are crying out for relationships. Myers (2006) supports this, abhorring both what he terms a “ministry of performance,” aimed at keeping the young entertained, and a “ministry of purpose,” aimed at engaging them in meaningful activity… a ministry prepared to walk beside the young, engaging in the search and journey together, but not targeted at conversion, evangelization or any other intrusion into their lives (McQuillan, 2009).
1.0 RESEARCH
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1.1 RESEARCH
KEY FINDINGS
CAMPAIGN OBJECTIVE Attracting students to the ministry is the first task, by promoting the ministry’s fun side it will catch the target audience’s attention. But what will ultimately earn member loyalty is the fellowship and support services provided for individuals and families. The organization is committed to serving young people and their parents along the way providing life-long relationships of trust and faith, and guiding them throughout their life-purpose journey. OBJECTIVE: To rebrand No Limits Youth Ministry by completing a brand identity and awareness campaign for the purpose of strengthening its current membership, achieving the projected growth in weekly service attendance by 100% in the next 12 months and increasing ministry funds.
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NLYM CAMPAIGN
Current Logo: The current logo looks too serious and doesn’t communicate the brand’s attributes effectively. The new brand logo will bring together a modern, refreshing and innovative logotype with an iconic brandmark that can be used on all marketing collateral that will bring the brand essence to life.
CONCLUSION NLYM is ready for the challenge to effectively reach and help local high school to college age students that are in massive need of purpose and guidance. By fulfilling a fun rebranding and youth-focused awareness campaign NLYM will achieve the positioning it needs for its brand recognition and support. By establishing the organization as the best place to get uplifting youth entertainment and fellowship every Saturday afternoon in the Bayamon Metro area, the campaign will reintroduce the brand with fresh designs, modern-edgy typography, attention grabbing images and bright color schemes. NLYM’ brand purpose, fun personality and inspiring message will be clearly expressed in the ads with engaging and inviting language along side eye-catching designs. The campaign will showcase its strongest features and benefits of fun and inspiring entertainment, fellowship and 24/7 support.
1.0 RESEARCH
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1.2 RESEARCH
S.W.O.T. ANALYSIS &
ACTION PLAN S.W.O.T. ANALYSIS OBJECTIVE: • Evaluate the brand’s internal conditions. • Develop an informed Action Plan for a strong brand differentiation and growth. • Identify current and future opportunities and threats for growth.
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NLYM CAMPAIGN
KEY STRENGTHS & WEAKNESSES:
S: W:
1. Creative church style 2. Accessible location and building with 500 seat facility and audiovisual equipment 1. Lack of brand essence and awareness 2. Poor sense of volunteer involvement
INTERNAL
STRENGTHS • Creative, professional and experienced youth leaders. • 500 Seat Capacity Facility with good audiovisual equipments. • Variety of departments for talent expressions. • Fellowship home small groups. • Creative and different church style.
EXTERNAL
OPPORTUNITIES • High community percentages of troubled youth in depression, suicide tendencies, addictions, broken families, in finantial problems, etc. • Provides a safe place, free of violence and a safe place to express needs. • Variety of nearby school and college campuses.
WEAKNESSES • Low budget. • Small amount of volunteers. • Poor volunteer commitment. • Poor sense of of ownership in leaders. • Past leadership issues and failures.
TAKING ACTION! Develop a brand awareness campaign targeting nearby
THREATS • Variety of competitors for youth entertainment and attractions. • Community’s negative general perception of churches. • Fear of rejection and guilt in students. • Society’s aggressive media promotions that encourage superficial and empty youth lifestyles. • Negative publicity.
schools and colleges. By taking advantage of this local opportunity the ministry and this campaign will achieve its purpose of contributing to the weekly service attendance increase and community service funding effort.
1.0 RESEARCH
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a c i s s e J
1.3 RESEARCH
TARGET
AUDIENCE CL
• 15-24 yrs. of age • Female and Male • Single and Married • Hispanic • Low to Middle Class • Public High School and College Level Education Students
TRIB & E BS
S
U
The campaign will target an audience with the following Demographics:
Students who are: • Contemporary music lovers • Dance enthusiasts • Movie theatre loyalists • Social Media users • Wal-Mart, Marshalls, Footlocker, Coca-Cola, McDonalds,
• Non-church going
Burger King, Rainbow, and Ecko
• Car owners or have means of transportation
brand loyalist
• Within Bayamon Metro area, Puerto Rico • And their parents
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NLYM CAMPAIGN
PERSONAS:
JESSICA
JOSE
A female 22 year old Hispanic Puertorrican
A male 17 year old Hispanic Puertorrican with NY
Undergraduate student, who has a part-time job at
inmigrant family heritage and he’s a full time High
her college’s work and study program. She’s an only
School student. He’s the older brother of three, and
daughter that lives with her mother and stepfather,
lives with his single mother, and has a 4 year old
she’s single and has pet chihuahua called “Princess”
mixed-breed dog Rocky. He lives in a $25,000 home
and lives in a $35,000 home income. She’s a runner,
income. He plays basketball on Sunday afternoons,
has a weekly dance class, and enjoys healthy
Domino’s Pizza and BK, likes action and dance
restaurants, night pubs, romantic comedy movies.
movies. He’s a Yahoo, Facebook, YouTube loyalist,
She’s a Facebook, Twitter loyalist, reads InStyle,
Urban and pop music lover. His political standpoint
Cosmopolitan and Fit magazines, she’s also a
is undefined, not a politics fan. He has a democratic
fashion enthusiast and pop music lover. She has
viewpoint. His personal values are: family,
a democratic viewpoint. Her personal values are:
competition, determination, friendship, fun, service,
commitment, determination, discipline, beauty, hard
respect for others. He’s an Android mobile phone
work, improvement, love, romance, fun, and health.
lover. He believes that God exists, but only goes to
She’s a race-track loyalist, Starbucks, Subway,
church with his family during Easter Friday or Sunday.
José
Iphone, Apple loyalist. Her religious beliefs are: non church-goer with catholic family heritage.
1.0 RESEARCH
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1.4 RESEARCH
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PROJECT BRIEF
v i e t a e r c | g n loving|uplifti
BRAND KEY TENETS:
U.S.P. {UNIQUE SELLING PROPOSITION} The best place to get uplifting youth entertainment and fellowship every Saturday afternoon in the Bayamon Metro area.
CLIENT COMPANY Name: No Limits Youth Ministry Company: Restoration in Christ Church Industry: Christian church organization Category: Hispanic Christian youth ministry Location/Ethnicity: Bayamon, P.R. - Puerto Ricans
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S.C.A. {SUSTAINABLE COMPETITIVE ADVANTAGE}
No Limits Youth Ministry is the best place for uplifting youth entertainment that provides a wide variety of support services with no fee attached.
NO LIMITS YOUTH MINISTRY PRIMARY SERVICES • Weekend worship services: Saturday at 5:00pm • Fellowship small groups • Live music and engaging youth lessons • Variety of service departments for talent • 24/7 spiritual coaching with experienced and professional leaders and 1-800-number
POSITIONING NLYM is positioned as a creative Christian youth ministry that offers quality entertainment and fellowship for High School to College age students in a free and safe environment vs. other youth entertainment attractions like malls and movie theatres in the Bayamon metro area.
1.0 RESEARCH
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1.4 RESEARCH
NLYM CAMPAIGN
PROJECT BRIEF KEY FEATURES & BENEFITS Weekend Worship Services: the consumer will find a safe place to hang out with friends and meet new people while growing in faith.
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24/7 Praying and Counseling Professionals: the consumer will find value in the trustworthy service and professional life counseling support.
NLYM CAMPAIGN
COMPETITIVE LANDSCAPE Strongest nearby non-Christian youth entertainment attractions such as: Plaza del Sol Shopping Mall and Caribbean Cinemas Movie Theatre.No Limits Youth Ministry doesn’t consider other Christian organizations as competitors, but as collaborators with their ministry and community goals.
BIG AUDACIOUS GOAL/OUTCOME To increase brand awareness toward local high schools and college campuses, increase student membership to 500, volunteer staff to 50 and ministry funds to 100% in 3 years.
CAMPAIGN CALL TO ACTION • To evoke a response to visit the new website. • To evoke a response to visit the Saturday weekend services and join a Fellowship Small Group. • To evoke a response to call the 1-800-number for 24/7 praying and counseling service. • To evoke a response from parents to take students to the weekend services.
PRIMARY CAMPAIGN DELIVERABLES • Brand Essence + Awareness Evaluation, Development + Strategy • Logo redesign and Tagline • Campaign Marketing Collateral: Promotional Ads and Flyers • Local Billboard, Subway and Bus Stop Ads • Fundraising Branded Promotional Items: T-Shirts, Wristbands, Sunglasses, Glass Stickers • Motion Graphic Commercial • New Website Design
1.0 RESEARCH
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2.0
{CREATIVE
DEVELOPMENT}
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2.0 CREATIVE DEVELOPMENT 2.0 Moodboard 2.1 Logo Sketches + Explorations 2.2 Ad Sketches + Mockups 2.3 Website Sketches + Mockups 2.4 Motion Graphic Sketches 2.5 Graphic Toolbox
2.0 CREATIVE DEVELOPMENT
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2.0 CREATIVE DEVELOPMENT
LOOK INTO OUR
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MOODBOARD
NLYM CAMPAIGN
loving, creative, uplifting, fun, inspiring, colorful
2.0 CREATIVE DEVELOPMENT
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2.1 CREATIVE DEVELOPMENT
LOGO SKETCHES
& EXPLORATIONS
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NLYM CAMPAIGN
Logo Character/Brand Mark Iterations and Final Black and White Version...
2.0 CREATIVE DEVELOPMENT
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2.2 CREATIVE DEVELOPMENT
AD SKETCHES
& MOCKUPS
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NLYM CAMPAIGN
2.0 CREATIVE DEVELOPMENT
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2.3 CREATIVE DEVELOPMENT
WEBSITE SKETCHES
& WIREFRAMES
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NLYM CAMPAIGN
Research in youth targeted websites and web navigation tendencies have been very important for the process of design. It has helped the creation of the site’s main menu and subpages decisions. Young people need to be entertained, but also they need real help. They need to be heard and supported, loved and respected. Young people love to share their excitement, but not many share their deepest feelings, so trust is the key to connecting with them. The N.L.Y.M. website will grab their attention with its color and creativity, but will embrace their heart with updated, real life-changing content, topics,
people and help. The web design will take this focus and bring it to life within the whole site. Young people will be the face of the site communicating the brand’s message within web banner images and ads. Then the ministry’s youth pastor will be the 2nd face they’ll meet to communicate the brand’s purpose and service focus. 3rd will be the staff and small groups that provide a family feel and a safe fellowship environment even on the web. All these human elements will be integrated within the website with videos, photos, blog posts and Twitter/Facebook feeds.
2.0 CREATIVE DEVELOPMENT
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2.4 CREATIVE DEVELOPMENT
MOTION GRAPHIC SKETCHES
& ITERATIONS Motion Graphics Production: Format: TV/Web :20 sec. Commercial Frame Rate: :02 sec. per frame Color Palette, Background, Textures: Hand-illustrated black and white with the brand’s bright colors and light textures. Fonts: Qlassic Bold, Sansation Word usage: same language as the print ads. Fun and uplifting. Call to action: “Saturdays at 5pm / nolimitsyouth.com” (Eventually visit NLYM on location.) Purpose: To create brand awareness and to evoke a response to visit NLYM’s website and location.
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2.0 CREATIVE DEVELOPMENT
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2.5 CREATIVE DEVELOPMENT
NLYM BRAND
GRAPHIC TOOLBOX No Limits Youth Ministry is a passionate non-profit organization committed to serving and impacting young people with the love of God. Its desire to connect evermore effectively and creatively has inspired a new look and a strategic awareness campaign that will convey their loving and creative nature, along with its bright, uplifting and joyous personality. The proposed new logo, images, textures, colors and typography design communicate the brand’s essence in all deliverables with a bright, colorful, youthful and fun theme.
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2.0 CREATIVE DEVELOPMENT
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3.0
{BRAND
STANDARDS}
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3.0 BRAND STANDARDS 3.0 What we are made of? 3.1 Brand Attributes + Personality 3.2 Brand Textures + Imagery 3.3 Logo + Tagline Standards 3.4 Typography + Color Palette 3.5 Print Media Applications
3.0 BRAND STANDARDS
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3.0 BRAND STANDARDS: WHAT WE’RE MADE OF...
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NLYM CAMPAIGN
No Limits Youth Ministry’s brand isn’t just our logo, and not just the ministry’s name. Our brand is who we are; it represents our heart and soul communicated to the world. It’s how others will meet us and how they’ll recognize us. It’s how we see ourselves and how we want people to know us. That’s why it’s so important to care for our brand and stay true to it. As a youth ministry, we love to care and uplift students in creative and fun ways. Our brand gives hope with a smile on its face and it always stays young at heart. It raises defeated hands and welcomes life with faith in its heart. This something we must always remember when using it, No Limits is targeted at young people and evokes love, creativity and hope. When a student sees our brand they’ll connect with something truly special, a heart of hope and fun-filled service that just hugs them. By caring for our brand standards we will “enhance marketing efforts so that effective use of the brand logo, design and expression consistently generate the intended message.” (York, 2012)
3.0 BRAND STANDARDS
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3.1 BRAND ATTRIBUTES & PERSONALITY
WHAT A
PERSONALITY! No Limits Youth Ministry is a passionate non-profit organization committed to serving and impacting young people with the love of God. Its desire to connect evermore effectively and creatively has inspired this new look and a strategic awareness campaign that will convey their loving and creative nature, along with its uplifting and joyous personality. We must “remind people that behind our brand is a -ministry- that invites trust and confidence” (York, 2012). We’ve got attributes and loads of personality, so lets show it to the world!
No Limits Youth Ministry’s brand is...
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NLYM CAMPAIGN
3.0 BRAND STANDARDS
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3.2 BRAND TEXTURES & IMAGERY
BRING OUT THE
JEANS AND... ... the bright-colored paint, the metal surfaces and light flares. These are the textures that the NLYM brand uses to create its youthful-hearted, technology-inspired and colorfullyvibrant look. With an imagery full of young people in casual wear, with joyful, hopeful, welcoming and accepting expressions these images present the brand’s moodboard from which to always draw insight from when representing the brand in all media.
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3.0 BRAND STANDARDS
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3.3 BRAND LOGO & TAGLINE
INTRODUCING
OUR LOGO & TAGLINE Our new logo communicates NLYM brand’s essence with a bright, colorful, youthful and fun feel. Our logo’s smiling character has different symbolic aspects such as: the open square head that represent the creative side of our “out-of-the-box-thinking”. Another is the smile, which evokes love, happiness, compassion, fun and hope. The two strokes that form the character’s body, legs and raised arms represent the uplifting quality of the brand and the ministry’s desire to love, worship, and serve God. Our new tagline evokes the brand’s focus: loving youth, but in an individual and plural expression at the same time. We love youth, and we love YOU is suggested with a character case play design. This also evokes the fun aspect of our brand’s personality. The tagline must be used in all promotional ads and flyers, but not necessarily in all branded items.
We love YOUth!
We love YOUth!
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NLYM CAMPAIGN
We love YOUth!
When using the whole brand logo in any media it’s important to maintain its integrity with enough clear space around it, always use the size of the No Limits font logo letter “m” size as reference for this space.
3.0 BRAND STANDARDS
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3.3 BRAND LOGO & TAGLINE
IMPORTANT
Use Full Color Logo on all white or light gray background.
LOGO DO’S We love YOUth!
ACCEPTED VARIATIONS
The Black and White Logo is to be used only for black and white documents.
Solid or 45% Opacity White Logo on approved Color Palette shades and textures.
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NLYM CAMPAIGN
WE LOVE YOUTH!
WE LOVE YOUTH!
Use the NLYM Brand Mark in branded items such as T-Shirts. This version is the only one that can use the tagline in the Sketch Rockwell font beside it. Only in 100% or 45% Opacity White over color palette shades. The Logo and website address combined design with the tagline underneath is a version that can only be used in simple ads or billboards and web targeted media.
WARNING!
LOGO DONT’S A & B: Never apply vertical or horizontal distorsion. C: Never change logo colors, except to white on approved color palette or black for BW documents. D: Never change logo typography and its positioning. E: Never apply any type of gradients as fill for the logo. F: Never place logo over gradients. G: Never place the full color logo over images or colorful backgrounds. H: Never change the logo typography proportions, position and hierarchy.
A:
B:
C:
D:
E:
F:
G:
H:
no limits Youth Ministry
3.0 BRAND STANDARDS
th! We love YOU
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3.4 TYPOGRAPHY & COLOR PALETTE
BRAND IT WITH
TYPE & COLOR
Using a consistent Typography and Color Palette in all brand documents and marketing collateral is an essential aspect in maintaning the brand’s integrity, quality and harmony.
PRIMARY
We love
YOUth!
WE LOVE YOU
Th!
Have fun. Find hope. Experience it for yourself at: nolimitsyouth.com
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NLYM CAMPAIGN
HEADLINE Font: Qlassic Bold • Size: 53 pt.
SECONDARY
HEADLINE Font: Sketch Rockwell • Size: 48 pt.
SUBHEAD Font: Sansumi-Extra Bold • Size: 19 pt.
BODY COPY Font: Aller + Aller Bold • Size: 12 pt.
The NLYM logo uses the Sansation Bold font for the “no limits” letters, and this
The bright and lively colors of our selected palette express the brand’s
font is exclussively used for the logo. The other four typography families chosen to represent the brand are Qlassic Bold, Sketch Rockwell, Sansumi-Extra Bold and Aller font family illustrate our modern yet inspiring, fun and edgy timeless style.
youthful nature while conveying: hope, fun, joy, healing, freshness, trust, integrity, happiness, energy, spirituality, friendliness, purpose and innovation. “Colors make a product look new and catch consumer attention” (4imprint, Inc., 2008).
Sansation Bold
Qlassic Bold
Sketch Rockwell Sansumi-Extra Bold Aller: Regular, Italic, Bold, Bold Italic
COLOR PALETTE Pantone: 380 C C: 23 M: 7 Y: 100 K: 0 R: 207 G: 208 B: 41 Pantone: 1925 C C: 5 M: 97 Y: 61 K: 1 R: 225 G: 41 B: 82 Pantone: 298 C C: 76 M: 18 Y: 11 K: 0 R: 0 G: 162 B: 204 Pantone: 715 C C: 3 M: 53 Y: 100 K: 0 R: 239 G: 141 B: 33 Pantone: 294 C C: 100 M: 87 Y: 15 K: 2 R: 33 G: 66 B: 137 Pantone: Cool Gray 7C C: 41 M: 33 Y: 34 K: 1 R: 157 G: 157 B: 156
3.0 BRAND STANDARDS
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3.5 PRINT MEDIA APPLICATIONS
LET’S SEE OUR BRAND
ON EVERYTHING! // Stationary: • 8.5”x11” Letter Head, • 10pt. Envelope, • Folder with full color • Brand Mark + Tagline, • 2-Sided Business Card // Fundraising Branded Promotional Items: • Color Palette Shaded • T-shirts printed in front with the Brand Mark, • Brand Character Sunglasses, • White Brand Mark 6” Glass Stickers, • No Limits Silicone Bracelets
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We love YOUth!
WE LOVE ! YOUTH
WE LOVE TH! YOU
NLYM CAMPAIGN
Abigail Alvare z Youth Pastor P: 787.798.3 158 E: aa@nolimi tsyouth.com W: nolimitsyo uth.com
West Main Ave . Station 1 Sierra Bayamo n, PR 00961
Uth! We love YO
WE LOVE TH! YOU
We love YOUth!
JOHN
RINKENBERG
JOHN
RINKENBERG
WE LOVE YOUTH!
3.0 BRAND STANDARDS
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3.5 PRINT MEDIA APPLICATIONS
The NLYM website top head section must always display on the left side the
WEBSITE + MAGAZINE ADS
STANDARDS The brand’s selected typography, logo personality, texture, imagery and colors have been integrated to maintain a unified style within the website. Our website’s purpose is to connect with our target audience provinding different services like weekly lessons on audio and video, live broadcasting of weekend services, quick links to the social media pages and many other website features. Social media ties into the organization’s passion and commitment to fellowship and delivering our message of hope through a sense of community. The website must maintain the brand style intact and consistent with all marketing collateral.
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NLYM CAMPAIGN
brand logo in full color over white background.
MAGAZINE ADS The promotional ads must always portray a youthful image and engage the audience with fun, uplifting and creative language. By using language that young people can relate to, understand and connect with, the ads will help grab the target audience’s attention and convince them to be part of the ministry. The target audience is in constant focus by the media, they need eye-catching and different styles of advertising to be persuaded to pay attention and act upon its message.
“Life isn’t always fun and games.”
Always use logo standards rules, place in a legible size and with enough clear space around it; use brand approved typography, colors, imagery and textures. Always place website address and social media icons beside it on the bottom left side of the ad.
3.0 BRAND STANDARDS
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3.5 PRINT MEDIA APPLICATIONS
BILLBOARD & BUS STOP ADS
STANDARDS
In the case of Billboard ads, the NLYM website address logo variation must always be used under the headline. This logo variation should always be used in full color or one color over a white background . The images, colors and textures must be consistent with the rest of the brand marketing collateral items. By using this logo variation on billboards, we maintain a unified color and personality scheme and deliver our message in a clean, concise and simple layout.
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NLYM CAMPAIGN
BUS STOP ADS The Bus Stop ads can use the same design layout used for magazine ads or the Billboard ads.
3.0 BRAND STANDARDS
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4.0
{DESIGN
SOLUTIONS} 56
NLYM CAMPAIGN
4.0 DESIGN SOLUTIONS 4.0 Design Solution 4.1 Website Design 4.2 Motion Graphic Storyboard 4.3 Project Conclusion 4.4 References
4.0 DESIGN SOLUTIONS
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4.0 DESIGN SOLUTIONS
TIME TO DELIVER
SOLUTIONS!
The No Limits Youth Ministry rebranding and awareness campaign presents a great opportunity for the organization to connect with its target audience with a new website, social media networking and a motion graphic :20 seconds commercial. Young people today are constantly surfing the web and looking to connect with others electronically. By reaching students where they spend most of their time will add to the brand’s awareness and effectiveness in serving their target audience.
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NLYM CAMPAIGN
4.0 DESIGN SOLUTIONS
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4.1 DESIGN SOLUTIONS
WEBSITE
DESIGN The website is intended to make the target audience, high school to college age students, feel at home, welcome, accepted and well served even without yet visiting the ministry’s church location. Using youth-spirited, uplifting and fun language, the pages will connect with the audience and promote visitors to come back to the site.
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NOLIMITSYOUTH.COM SITEMAP
Home I’m New
Who Are We
Fun Stuff Resources
Events
Parents
Get Connected
New Events
Staff Join In
Media
Parenting Blog/resources
Videos
Blog
Photos
Games + Tests
Audio Sermons + Outlines
Need Help
Contact 911 Topics + 24/7 Help Line
Small Groups Ministry Teams
Links Always Present On Footer Facebook
Vimeo
irecpr.com (Home Church)
4.0 DESIGN SOLUTIONS
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4.1 DESIGN SOLUTIONS
WEBSITE
DESIGN 24/7
24/7
Help Line, Prayer & Counseling
I’m New
Who are we Fun Stuff
Events
Get Connected
Parents
Contact
Help Line, Prayer & Counseling
I’m New
Who are we Fun Stuff
Events
Get Connected
Parents
Life
isn’t always
fun & games.
I’m so glad you’ve come to discover what No Limits is all about. Take a tour, just push play...
WELCOME!
CURRENT SERIES
Let us give you a
Tour!
DOWNLOAD TODAY!
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Who are We? Staff & Groups
DOWNLOAD
TWITTER FEED
NLYM CAMPAIGN
Resources
loving | creative | uplifting Subscribe to our NLYM Daily Hope Devotionals | Email:
Contact
These pages are the core of what the site is all about and what the ministry looks to provide: hope, fellowship, fun, resources and 24/7 help to both young people and their parents.
24/7
24/7
Help Line, Prayer & Counseling
I’m New
Who are we
Fun Stuff
Events
Get Connected
Parents
Contact
Help Line, Prayer & Counseling
I’m New
Fun Stuff
Who are we
no limits
Media { }
Who are we?
Blog
Youth Ministry
Events Staff & Groups Resources
Resources
PHOTOS VIDEOS SERMONS
Subscribe to our NLYM Daily Hope Devotionals | Email:
Related Test Need Support? What God says
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Sinopsis: > When do I know I’m ready for a relationship?
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We all have a deep desire to connect with others, to love and be loved, to share our lives with someone. But what happens when we run too soon into a relationship and get hurt or hurt them?...
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4.0 DESIGN SOLUTIONS
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4.2 DESIGN SOLUTIONS
MOTION GRAPHIC
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STORYBOARD Frame 1: The motion graphic :20 second web commercial story begins with; Visuals: a tracking shot of a dreary gray scale animated urban environment in the background, some rain falling on the ground and two cartoon legs moving on a wet sidewalk. Sound: A playful yet sad melody introduces the commercial. Duration :02 secs.
Frame 2: Visuals: The shot changes introducing the sad animated character’s face, rain is falling on him, representing that he’s not having a good day. Sound: Playful yet sad melody continues. Duration :01 secs.
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Frame 3: Visuals: The shot fades to a long shot, the sad character continues to move on the sidewalk, and gradually stops as some black copy with outer glow falls inside the frame in a playful yet sad manner and reads: “Life isn’t always fun and games”. Then the copy cracks into pieces and falls to the floor. Sound: The playful yet sad melody continues in the background and the voice a young woman reads the copy. Duration :03 secs.
Frame 4: Visuals: Same shot, the sad character stops as the copy pieces fall a rushing new colored line of copy with outer glow arrives from the right and stops beside the sad character, it reads: “or is it?”. A happy and colorful NLYM logo character meets him in the scene. As the NLYM character begins to move toward the sad character, the background sky and city begin to fill with color, lines of color flow through the right side toward the left. Sound: The playful yet sad melody changes to a more up beat, uplifting playful melody in the background and the voice a young woman reads the copy. Duration :02 secs.
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4.2 DESIGN SOLUTIONS
MOTION GRAPHIC
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STORYBOARD Frame 5: Visuals: Same shot, the copy fades out and the NLYM character gets closer to the other character, he stretches out his hands toward him. A new white copy with drop shadow rises up and reads: “Have hope”. The rains drifts away to the back until it disappears, the sun comes up behind the city and the scene keeps filling with color and color rays stretch all the way to the left. Sound: The music continues in an up beat, uplifting playful melody in the background and the voice a young woman reads the copy. Duration :02 secs.
Frame 6: Visuals: The shot cuts to a new setting showing the two characters arriving at the No Limits Y.M.’s entrance. The sad character is now smiling and the rays of color are now stretching from inside the entrance. Another happy character greets them and colored copy with outer glow bounces into the frame and reads: “Have fun”. Sound: The music keeps building up as an uplifting fun melody in the background and the voice a young woman reads the copy. Duration :02 secs.
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Frame 7: Visuals: Same shot, then the word “fun” fades away and the word “Have” enlarges and slides beside the “no limits” and the copy reads: “Have no limits”. Sound: The music keeps building up as an uplifting fun melody in the background and the voice a young woman reads the copy. Duration :02 secs.
Frame 8: Visuals: A tracking shot follows some rays of color that flow from the right side of the No Limits’ entrance toward the right and slide into a white background ending at the logo’s character face. The NLYM logo is introduced and the tagline “We love YOUth” drifts in along with the call to action. “Saturdays at 5pm / www.nolimitsyouth.com”. Sound: The music starts ending as an uplifting fun melody in the background and the voice a young woman says: “No Limits Youth Ministry, We love Youth, Visit us in Bayamon, Puerto Rico, Saturdays at 5pm or go to: nolimitsyouth.com for more information”. Shot fades to black and video ends. Duration :03 secs.
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4.3 DESIGN SOLUTIONS
CAMPAIGN PROJECT
CONCLUSION It is through this presentation of the No Limits Youth Ministry Rebranding and Awareness Campaign that the importance of meeting the needs of today’s young people is made evident and creatively possible. The presentation has demonstrated that NLYM is ready for a great fresh start to launch its brand to effectively reach and help local high school to college age students that are in massive need of purpose and guidance. By using fun branding collateral and a youth-focused awareness strategy, NLYM will achieve the positioning it needs for its brand recognition and target audience support. By establishing the organization as the best place to get uplifting youth entertainment and fellowship every Saturday afternoon in the Bayamon Metro area, the campaign reintroduces the brand with fresh designs, modern-edgy typography, attention grabbing images and bright color schemes. NLYM’s brand purpose, fun personality and inspiring message is expressed in the campaign deliverables effectively with engaging and inviting language along side eye-catching designs. This campaign presentation showcases the ministry’s strongest features and benefits in a colorful, fun and inspiring way, and paves the way for successful ministry membership and funding increase.
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4.0 DESIGN SOLUTIONS
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4.4 RESEARCH REFERENCES Alvarez, A. (2011, November 10). Interview by V Rodriguez [Personal Interview]. No limits youth ministry vision and goals. Brandenberg, D. (2011). The Best Fonts to Use When Advertising. Retrieved November 12, 2011 from http://www.ehow.com/list_5969462_fonts-useadvertising.html Bunge, M. J. (2008). Biblical and theological perspectives on children, parents, and best practices for faith formation: Resources for child, youth, and family ministry today. Dialog: A journal of theology, 47(4), 348-360. doi:10.1111/j.1540-6385.2008.00414.x Castro Velez, A. (2001, October 8). 3,800 suicidios en 10 aùos [Web log message]. Retrieved from http://www.puertorico.com/forums/humanrights-puerto-rico/6383-3-800-suicidios-en-10-anos.html Gould, M. S., King, R., Greenwald, S., Fisher, P., Schwab-Stone, M., Kramer, R., Flisher, A.J., Goodman, S., Canino, G., & Shaffer, D. (1998). Psychopathology associated with suicidal ideation and attempts among children and adolescents. Journal of the American Academy of Child and Adolescent Psychiatry, 37(9), 915–923. Latimer, W. W., Rojas, V., & Mancha, B. (2008). Severity of alcohol use and problem behaviors among school-based youths in Puerto Rico. Pan American Journal Of Public Health, 23(5), 325-332.
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McQuillan, P. (2009). Youth ministry in a changing world: the international research project on youth spirituality. Journal Of Youth Ministry, 7(2), 73-89. Mejia, C. (2011, November 12). Youth ministry advertising on a budget. [Web log message]. Retrieved from http://www. youthesource.com/Index.asp? Function=View&ArticleID=10 90&PageID=7082 Rodriguez-Burns, F. (2006, September 13). The amount of suicidal youth alarms. Primera Hora. Retrieved from http:// stephaniemelendez.webs.com/suicidio.htm Van Petten, V. (Speaker). (2011). Radical parenting. [Web Video]. Retrieved November 12, 2011 from http://www.radicalparenting. com/programs-2/vanessa-van-petten-speaker/ (PuertoRico.com, 2001). 4imprint, Inc. (2008). Blue paper color. Retrieved from info.4imprint. com/wp-content/uploads/Blue Paper Color.pdf IMPORTANT NOTE: The images presented in this presentation were selected and used for educational and proposal purposes only, if the client desires to use these images or any campaign deliverable presented these must then be purchased in the following provided websites.
4.4 IMAGES REFERENCES Cover: Girl - Retrieved from http://www.gettyimages. com/detail/photo/girl-looking-up-royaltyfree-image/74411384
Abigail Alvarez – Retrieved from http://www.facebook.com/photo.php?fbid=238853239 491063&set=a.238841326158921.59987.238815969 494790&type=3&theater
Jose (Target Audience) – Retrieved from http://www.gettyimages.com/detail/ photo/boy-listening-to-music-royalty-freeimage/79305658
Page 3: Hands - Retrieved from http://www. gettyimages.com/detail/photo/teenagefriends-with-hands-placed-in-a-circle-royaltyfree-image/88751748
Friends hugging – Retrieved from http://www.flickr. com/photos/alekiedis/4799610541/
Lights and lifted hands – Retrieved from http://www.gettyimages.com/detail/ photo/outstretched-hands-royalty-freeimage/115084386 Girl smiling – Retrieved from http://www. gettyimages.com/detail/photo/smilingmixed-race-teenage-girl-royalty-freeimage/135538759
Mom and daughter - Retrieved from http://www. gettyimages.com/detail/photo/mother-and-daughterhaving-a-talk-royalty-free-image/102070483
1.0 Research Section Images: Group of students- http://www.gettyimages. com/detail/photo/multi-ethnics-groupof-young-students-at-the-royalty-freeimage/109723517 Jean Texture – Retrieved from http://www.brusheezy.com/textures/25943jeans-textures-x-6 Colorful Legs Vertical - Retrieved from http:// www.gettyimages.com/detail/photo/youngwomen-wearing-colourful-pants-socks-andshoes-royalty-free-image/84541792
No Limits current logo – Retrieved from http://www.facebook.com/photo.php?fbid=239723992 737321&set=a.238830332826687.59982.238815969 494790&type=3&theater Top line of colorful legs – Retrieved from http:// www.gettyimages.com/detail/photo/young-womenwearing-colourful-pants-socks-and-shoes-royalty-freeimage/84542076 Jessica (Target Audience) – Retrieved from http:// www.gettyimages.com/detail/photo/teen-girl-portraitroyalty-free-image/91993996
2.0 Creative Development Section Images: Teenagers Painting- http://www.gettyimages. com/detail/photo/teenage-friends-paintingsky-blue-royalty-free-image/83266926 Paint Textures – Retrieved from http://www.brusheezy.com/textures/25943jeans-textures-x-6 Paint brushes- http://all-free-download.com/ free-vector/vector-misc/effects_of_various_ fine_brush_01_vector_149187.html
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4.4 IMAGES REFERENCES Moodboard & Ad Images – Retrieved from: Jeans -http://www.brusheezy.com/textures/25943jeans-textures-x-6 Teenage Girl- http://www.gettyimages.com/detail/ photo/teenage-girl-lying-on-floor-smiling-portraitroyalty-free-image/75287525 Lightbulb drawing- http://all-free-download.com/ free-vector/vector-clip-art/lightbulb_ooidesign_clip_ art_20086.html
Stainless steel- http://www.gettyimages.com/ detail/photo/stainless-steel-royalty-freeimage/122634441 Arms- http://www.gettyimages.com/detail/photo/ four-young-women-arms-around-each-otherlooking-out-royalty-free-image/73092314 Teenage friends- http://www.gettyimages.com/ detail/photo/teenage-friends-royalty-freeimage/109725570
Outstretched hands- http://www.gettyimages.com/ detail/photo/outstretched-hands-royalty-freeimage/115084386
Teenage friends with hands in circle- http://www. gettyimages.com/detail/photo/teenage-friendswith-hands-placed-in-a-circle-royalty-freeimage/88751748
Boy jumping- http://www.gettyimages.com/detail/ photo/boy-jumping-and-shouting-royalty-freeimage/79305617
Boy Smiling- http://www.gettyimages.com/detail/ photo/boy-listening-to-music-royalty-freeimage/79305658
Colored paints- http://www.gettyimages.com/ detail/photo/coloured-paint-in-tins-high-res-stockphotography/104782298
Painted background- http://www.gettyimages. com/detail/illustration/painted-backgroundroyalty-free-illustration/71040521
Students standing together- http://www.gettyimages. com/detail/photo/students-standing-togetheroutdoors-royalty-free-image/143071469
Girl looking up- http://www.gettyimages.com/ detail/photo/girl-looking-up-royalty-freeimage/74411384
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Teenage heads- http://www.gettyimages. com/detail/photo/young-women-and-youngmen-with-heads-together-in-royalty-freeimage/109374646 Teens studying- http://www.gettyimages.com/ detail/photo/teenagers-studying-the-bibleroyalty-free-image/77889190 Teenage girl- http://www.gettyimages.com/ detail/photo/portrait-of-a-teenage-girl-royaltyfree-image/88622936 3.0 Brand Standards Section additional images: Reading Bible – Retrieved from http://www. gettyimages.com/detail/photo/young-womanreading-book-royalty-free-image/124798945 P. 45 & Back Cover: Colorful Legs Horizontal - Retrieved from http:// www.gettyimages.com/detail/photo/youngwomen-wearing-colourful-pants-socks-andshoes-royalty-free-image/84542073
4.4 IMAGES REFERENCES Print Media Mockups - Retrieved from
4.0 Design Solutions Section:
Blank Stationery- http://all-free-download.com/ free-vector/vector-misc/blank_cards_envelopes_ stationery_vector_157164.html
Girl with laptop- http://www.123rf.com/ photo_11409798_students-on-campusworking-outdoors.html
Notebook- http://all-free-download.com/ free-vector/vector-misc/fine_blank_notebook_ vector_155092.html
Website Images: Staff pictures – Retrieved from http://www. facebook.com/media/set/?set=a.238830332826 687.59982.238815969494790&type=3
Sunglasses- http://all-free-download.com/freevector/vector-misc/free_vector_jaybans_144816. html Compact Car- http://all-free-download.com/freevector/vector-car/4_car_vector_155593.html T-Shirts- http://all-free-download.com/freevector/vector-misc/shirts_and_tshirts_of_ various_styles_vector_155286.html
Page 69: Happy girl- http://www.gettyimages.com/ detail/photo/happy-girl-laughing-royalty-freeimage/136390740 Back Cover: Colorful Legs Horizontal - Retrieved from http:// www.gettyimages.com/detail/photo/young-womenwearing-colourful-pants-socks-and-shoes-royaltyfree-image/84542073
Motion Graphic Sound References: CapoProductionz (Producer). (2010, June 27) Uplifting cinematic music - moment of truth [music video]. Retrieved March 25, 2012 from http://www.youtube.com/watch?v=0yPUq7XkKg&feature=related
iMac- http://all-free-download.com/free-vector/ vector-misc/imac_27_vector_144665.html
CapoProductionz (Producer). (2011, April 22) Uplifting music – legends of time [music video]. Retrieved March 25, 2012 from http://www. youtube.com/watch?v=shrgD2dKz4c
Billboard and Bus stop board- http://all-freedownload.com/free-vector/vector-misc/outdoor_ advertising_billboard_model_01_vector_155050. html
Pages 58-59: Friends holding hands in circle- http://www. gettyimages.com/detail/photo/teenage-friendsroyalty-free-image/109725570
4.4 REFERENCES
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Viviana Rodriguez Media Designer vivianarl@gmail.com
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