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MDMFA PROJECT BOOK
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Project Book
2.0Creative Development
Table of Contents
Company Profile 5
Creative Brief 6 Unique Selling Point 7 Target audience 8
1.0 Research
Competitive Survey 11 Design Research 12 Mood Boards 13 Logo Development 14
Advertisements 37 Digital Media 40Motion Graphic 42 Promotional Items 44 Image References 46 References 51
Author and Designer 53
4.0Final Designs
3.0Style Guide
Voice and Tone 17 Image Standards 18 Color Pallet 19 Textures 20 Typeface 21 Logo Identity 22 Logo Variations 23Clear Space 24 Color Variations 25 Logo Color Pallet 26Logo Typefaces 27 Logo Violation 28 Stationary 29 Print Ads 30 Website 32 Motion Graphics 34 Promotional Items 35
Research
1.0
Company Profile
Creative Brief Unique Selling Point Target audience
5
678
Company ProfileSweat Equity Education (SEE) is an
innovative nonprofit organization. Its mission
is to be a pioneer in the education revolution by providing a working student relevant education model. This model promotes 21st Century readiness by providing students with transferable skills that can be used throughout their academic career as well as their future lives.
SEEs mission is on trend with what the USs nation leaders are discussing but it has not gained any recognition for its program. This is because the organization is in its formative
stages and lacks a solid cohesive brand and loyal participants. In order for SEE to be a
successful education example it must position itself as a valued part of the community by conveying a brand that people respect and trust.
The proposed re-branding campaign will aim to solve these problems. It will generate brand loyalty by updating all of SEEs media outlets. The campaign will focus on the benefits of being involved in the organization.
SEEs new brand will place the consumer at the center of the organizations success,
making them a valued facilitator in the education revolution.
5
678
Creative BriefSweat Equity Enterprises, also known as
SEE is a nonprofit organization that combines
a design based education program with mentoring at-risk high school students.
The objective of this project is to rejuvenate the organization's brand in order to increase
revenue and consumer interest. The creative materials will create a cohesive sold brand identity that will elevate SEE to the forefront of its targeted consumers mind as well as evoke a positive impression of the brand.
This will also ensure that the organization is
properly represented and its core values are
threaded through all creative materials. These materials will reflect the brands
appearance guidelines through using the same core color scheme and carefully selected typefaces.
The final deliverables are to be delivered
within a year from start date of project and will be in the form of: logo rejuvenation,
website, print & billboard ads ,company
apparel, motion graphic for web,and
take home informational pack. The final
deliverables will coincide with the launch of company expansion in other cities.
Unique Selling Point
Non-profits rely on individual involvement and sponsorship
and when deciding to give: people act with their heart not their head(Ruby & Andersen, 2008). In order for SEE to successfully
expand it must provide people with a reason to care about its cause and position itself as a vital part of society. SEE''s key tenets will
help to guide the right way to communicate what SEE is about to its community, helping to build a better connection with its target
audience.
Sweat Equity Education Style Guide 7
SEEs program is unique because it provides a real world education experience. Students are immersed in a professional design studio where they are taught intensive design,
technology and entrepreneurship training. SEE realizes that a
successful education model relies on good student/teacher relationship therefore, classes have a student-adult
ratio of 3:1 and are taught by SEE trained educators, college students,
and professional design volunteers. Students gain professional, social
and academic skills that can be transferred to every aspect of their lives (Sweat Equity Education, n.d). In
partnership with a company sponsor,
SEEs participants take original graphic, product, or apparel designs
from concept to prototype. SEE believes that this connection of youth and industry will create an education revolution that invests in the limitless potential of at risk youth, making
them 21st century ready, while also
stimulating education reform.
Key TenetsEducate Innovate Inspire
Unique Selling Point
8 Sweat Equity Education Style Guide
The target audience consist of at risk high school students grade 9-12, Parents with an income
under 20,000 a year with teens in high school, Educators who work at low income schools,
Men and women who are college educated working professionals ages 20 and up looking for a way to make a difference, Art advocates, Innovative corporations wanting to connect with
younger audiences, Volunteers ages 20 and up wanting to mentor youths, Philanthropist
wanting to work with at-risk youths, Community leaders within low income areas.
Target Audience
Sweat Equity Education Style Guide 9
2.0
Creative DevelopmentCompetitive Survey Design Research Mood Boards Logo Development
11121314
Sweat Equity Education Style Guide 11
Competitive SurveyThe education sector is a fast growing industry. Because of the low quality education found in the US many new companies are arising, pushing forward a mix of basic education with the
advancement of technology to better connect with today's youth. A few basic facts about this
industry are, the programs offer youths a chance to work with art professionals to bring to life
their own design ideas. They also rely on collaborations with professionals, the community and
sometimes corporate sponsors. They believe that setting kids up with mentors while working on creative projects not only builds a better future for the youth but sheds a positive light on the design world. There is no cost for students to participated in many of the programs.
11121314
12 Sweat Equity Education Style Guide
Swot Analysis
Design Research
StrengthsInnovative educational program
High end sponsors
Strong mission and vision statements
High praises from participants
Founder is well known designer and
philanthropistProgram provides its own high tech lab and
trained teachers
OpportunitiesEducation advocates need help calling
attention to education reformEducators and youth mentors need an
example of how to help at-risk youthShortage of free educational after school
programsCompanies need to know how to connect
with their younger marketArt advocated need an example of a
successful art education modelCompany plans to expand
WeaknessesBrand appearance does not correspond with
brand mission, purpose, or values
Location and recognition only in the N.Y.
areaVery young non-profit organization
Low media presence
No mentoring kit for organization
Low media presence
No media promoting the current expansion
of the program
ThreatsOlder non-profit art organizations
Down turned economy causing people to
focus more on themselvesPoor participation rate of at-risk youths
Art programs being seen as unnecessary
Loss of corporate sponsorship
Constant change of technology and software
Sweat Equity Education Style Guide 13
Mood Boards
Original logos
14 Sweat Equity Education Style Guide
Logo Development
Finial logo
Sweat Equity Education Style Guide 15
Style Guide
3.0 Brand Voice & Tone
Voice and Tone 17 Image Standards 18 Color Pallet 19 Textures 20 Typeface 21 Logo Identity 22 Logo Variations 23Clear Space 24 Color Variations 25 Logo Color Pallet 26Logo Typefaces 27
Logo Violation 28 Stationary 29 Print Ads 30 Website 32 Motion Graphics 34 Promotional Items 35
Sweat Equity Education Style Guide 17
The style and tone of our communications should reflect our brand personality
and vision. SEE serves as an educator and facilitator of the arts, therefore all
communication should have a formal, down
to earth, humanistic, passionate tone. It
should be approachable, engaging, clear
and conversational. SEE communicates with many audiences, each with its own
expectations. Remember to tailor messages for each audience, using language that is
appropriate, relevant, believable and useful,
while avoiding acronyms and slang words. When communicating with SEE's audience
always use the companies key tenets; educate,
innovate, and inspire to help guide your voice
and tone. Here are a few examples of phrases
using our voice and tone.
"Be a part of a program that is an inspiration for tomorrows future."
"We are passionate about educating today's youth."
"Your donations help to get troubled teens off the street and into the classrooms where they not only get an education but become community leaders."
One-third of students drop out of high school, and another third arent college-ready when they graduate.
Brand Voice & Tone
Voice and Tone 17 Image Standards 18 Color Pallet 19 Textures 20 Typeface 21 Logo Identity 22 Logo Variations 23Clear Space 24 Color Variations 25 Logo Color Pallet 26Logo Typefaces 27
Logo Violation 28 Stationary 29 Print Ads 30 Website 32 Motion Graphics 34 Promotional Items 35
Image Standards
18 Sweat Equity Education Style Guide
A good photograph can tell a story faster than two paragraphs of great copy. Therefore it is important that you choose dynamic crisp photography that is at least 300 dpi. Since SEE speaks to a diverse audience our imagery must depict this in order to connect with them. Our imagery should show our target audience as they would appear in their own environments and how they would interact with SEE. Whenever we communicate, we want to tell people what
we do and how we do itthink of our key tenets and try to depict them in photos. Below are samples of the type of imagery used for our brand.
Color Palette
Sweat Equity Education Style Guide 19
RGB 3 65 93CMYK 99 71 42 30DS 202-2C
RGB 116 206 235 CMYK 50 0 5 0DS 239-6C
RGB 209 224 229CMYK 17 5 7 0DS 248-9C
RGB 243 207 7CMYK 6 15 100 0DS56-4C
RGB 212 106 39CMYK 5 69 100 0DS 46-1C
RGB 241 237 234CMYK 4 5 5 0DS 67-9C
RGB 0 0 0CMYK 30 24 24 0DS Process Black C
RGB 54 131 66CMYK 80 26 97 11 DS 289-1C
RGB 169 31 35CMYK 23 100 99 16DS 81-1C
RGB 180 180 180CMYK 30 24 24 0DS 69-8C
Textures
20 Sweat Equity Education Style Guide
Below are approved textures for the brand. Textures should relate to brand color palette and should be used as accents or to add depth to a page.
Dark red paint texture color should not be altered
Rough fabric texture can be changed to match any of the colors in the company color palette
Rough canvas texture can be changed to match any of the colors in the company color palette
Rough canvas texture can be changed to match any of the colors in the company color palette
Sweat Equity Education Style Guide 21
Body TextGeorgiaGeorgia ItalicGeorgia BoldGeorgia Bold Italic
Body TextBodoni SvtyTwo ITC TT BookBodoni SvtyTwo ITC TT BookltaBodoni SvtyTwo ITC TT Bold
HeadingsFutura Condensed MediumFutura Condensed EtraBoldFutura MediumFutura Medium Italic
SubheadsOptimaOptima ItalicOptima BoldOptima Bold ItallicOptima ExtraBlack
The following typeface have been specifically chosen for this brand and should be used for the
following.
Typefaces
22 Sweat Equity Education Style Guide
Logotype
Tagline
Graphical mark
Logo IdentitySEE's logo consists of two elements, a
multi color graphical mark and the logotype set in the typeface Futura medium. In some instances the logo will appear with its tagline set in Bodoni SvtyTwo ITC TT Book. The graphical mark, logotype, or tagline should
never be used alone. The graphical mark is made up of seven
color swatches which are representative of a painters pallet. The color swatches symbolize
the creative aspect of SEE's education
program. The typeface Futura, chosen for its
crisp geometric shapes and its no nonsense appearance, represents the strong scholastic
curriculum of the SEE programSEE's logo is the most visible and important
asset of the organization. In order to preserve
its value, it is crucial to use the SEE logo
correctly and consistently. This is to ensure the visual impact and overall integrity of the logo is not compromised. The following guidelines will help to ensure that all standards are met.
Sweat Equity Education Style Guide 23
Logotype
Logo Variations In order to increase the usability of the
company logo, it is set up in 4 approved
variations, horizontal, stacked and
abbreviated format. This is to allow for ease of usage in horizontal and vertical
arrangements. In certain instances, such as
promo items where the full name is too large to fit, the logo mark will appear with the
abbreviated form of the company name, SEE,
set in Futura medium. It is not necessary to use the tagline when using the abbreviated version of the logo.
A minimum clear space equal to the height of the upper case "E"" within the logotype must be maintained at all times around all variations of the logo. No graphic elements or typography should impede this minimum clear space. Whenever possible, keep a larger clear area.
24 Sweat Equity Education Style Guide
Clear Space
Sweat Equity Education Style Guide 25
Four approved color variations of the SEE logo have been created to provide maximum usability across a variety of applications. These variations can be used for all approved versions of the logo shown on page 19 of this guide. The full color logo is the most desirable version for most applications. Gray scale and the solid black version should only be used for black-and-white ads or when budget constraints are an issue. The white logo should be used only on dark backgrounds or when the background is the same color as the logo. Printing capability, background colors, textures and patterns will determine which logo you should use.
Color Variations
26 Sweat Equity Education Style Guide
Logo Color Palette
RGB 3 65 93CMYK 99 71 42 30PMS DS 202-2C
CMYK 50 0 5 0RGB 116 206 235PMS DS 239-6C
RGB 209 224 229CMYK 17 5 7 0PMS DS 248-9C
CMYK 23 100 99 16RGB 169 31 35PMS DS 81-1C
CMK 80 26 97 11RGB 54 131 66PMS DS 289-1C
RGB 243 207 7CMYK 6 15 100 0PMS DS56-4C
CMYK 5 69 100 0RGB 212 106 39PMS DS 46-1C
Sweat Equity Education Style Guide 27
Logo Typeface
Futura medium: used for logotype
Bodoni SvtyTwo ITC TT Book: used for tagline
28 Sweat Equity Education Style Guide
Logo ViolationsIt is not possible to account for all the ways
the company logo can be misused. Because of this it is important to follow the guidelines in this style guide and only use the approved logo variation shown in this book and given with the accompanying CD. To maintain the integrity of the company logo it should never be altered in anyway for any reason. To allow for maximum visibility the logo should never appear smaller than 2 inch wide.
Do not alter the logo mark or logotype,
enlarge or rearrange one element, use a
different color or font or re-create it in any way. Reference the logo standards and approved logo versions section of this style guide for the approved logo usage.
Sweat Equity Education Style Guide 29
Stationary
30 Sweat Equity Education Style Guide
Print AdsSEE's print ad's are an important part of the
way the organization connects with its target
audience. It is important that they convey the essence of the company as well as have an appearance that will grab the audience attention. Although we allow for some creative freedom when creating our ads there are some basic standards we would like you to adhere to.
Always make sure that you use the voice and tone discussed earlier in this guide. Always use colors from the corporate color pallet. Make sure that the company logo along with
tagline and web address is clear and present on all ads with appropriate clear space. Ads should be at least letter size and should have
0p9 bleed on all sides. Any photography should be at least 300dpi and adhere to the photography standards. Headlines should
appear in either Futura or Optima. Body copy that is 12pts and less should appear in Georgia above this size use Optima. To allow
for easy readability never use body copy that is less than 9pts. The Following are approved templates for ads and an example ad.
Sample Print Ad Templates
Text larger than 12pts or headline in Optima or Futura.
Minimum size Letter
with 0p9 bleed
Photo at least 300 dpi
All ads must have atagline
Must have web address
Logo must be present
Sweat Equity Education Style Guide 31
Sample Ad
32 Sweat Equity Education Style Guide
WebsiteThe website works as the main hub of information about SEE. It is where SEE's target audience
will connect with the program and find out valuable information on the company. Therefore it
is important that the pages reflect the same brand image as the rest of SEE's media. It is also
important that there be consistency within all web pages. The following are the web standards and approved templates for web usage.
Sample Web Templates
Home Page
Sweat Equity Education Style Guide 33
Inner Pages
Must include web
address at the end
Must include full color
logo
34 Sweat Equity Education Style Guide
Motion GraphicSEE' is willing to take advantage of every
opportunity available to reach their audience. Motion graphics is another such opportunity to relay SEE's core message. Our motion
graphics can be used as tv spots, internet ads
and will be hosted on our social media sites. Although there are countless subject matters and arrangement for these they should adhere to the following specifics in order to
convey a solidified brand.
Imagery, voice and tone should follow the
guidelines set earlier in this book. Always considers SEE's key tenants when picking a
subject matter for the motion graphic. The logo should always appear in either full color version at the beginning, end, or both of the
graphic. Always use the web address at the end of the graphic. The minimum time for all motion graphics is 30sec.
Logo shown here does not require usual clear space but is visibly clear.
Sweat Equity Education Style Guide 35
Specialty items such as shirts, hats, key chains, pencils, bags and folders are used to promote
SEE and generate additional profit for the organization. The full color logo is the most
desirable option for these items. For most promotional items a clear space equal to the height of the upper case "E" is the most desirable. There are some cases where this is not possible,
such as key chains, pens, pencils and other small promotional items. In these cases If a
specialty item has space limitations regarding the imprint area, come as close to this amount of
white space as possible or at least make sure that the logo is clearly visible.
Promotional Items
Final Designs
4.0
Advertisements 37 Digital Media 40Motion Graphic 42 Promotional Items 44 Image References 46 References 51
Author and Designer 53
Sweat Equity Education Style Guide 37
AdvertisingPrint Ads
sEETo Learn More Visit Us At wwww.sweatequityeducation.org
Powering Minds Through Art and Technology.
SEE is much more than a creative outlet, or business training for youth. SEEs combination of design and entrepreneurship learning (grounded in educational research and proven by evaluators) invests in the creative potential of young people, helping them to discover their own possibilities as income-generators and world class thinkers. The nal outcome is eitherconceptual or a one of a kind hand made piece.
For More Information Visitwww.sweatequityeducation.org
Advertisements 37 Digital Media 40Motion Graphic 42 Promotional Items 44 Image References 46 References 51
Author and Designer 53
38 Sweat Equity Education Style Guide
Billboard
Poster
Sweat Equity Education Style Guide 39
FlyerFront
Back
40 Sweat Equity Education Style Guide
Digital MediaWebsite
Sweat Equity Education Style Guide 41
42 Sweat Equity Education Style Guide
Motion Graphic
Sweat Equity Education Style Guide 43
44 Sweat Equity Education Style Guide
Promotional Items
Sweat Equity Education Style Guide 45
46 Sweat Equity Education Style Guide
Image References1.) The picture named Supernatural, 2005 (Acrylic on canvas), Copyright owner: Jerome
Valbuena, located at: http://www.gettyimages.com/detail/72025765/ArtBox-Images
2.) The picture named Abstract of letter E, digitally generated image, Copyright owner:
GRAFIKA/Miyano Takuya/Norihiro Uehara, located at http://www.gettyimages.com/detail/
dexph090_014/Dex-Image
3.) The picture named Detail of red graffiti on the wall of an old abandoned house,
Copyright of Vasiliki Varvaki, located at: http://www.gettyimages.com/detail/78567107/
iStock-Exclusive
4.) The picture named Young Asian man in library, Copyright owner: Kris Timken located
at: http://www.gettyimages.com/detail/72458906/Blend-Images
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owner Flying Colours Ltd, located at: http://www.gettyimages.com/detail/dv590046/
Digital-Vision
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located at: http://www.gettyimages.com/detail/103919253/Blend-Images
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http://www.gettyimages.com/detail/103742229/the-Agency-Collection
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Copyright owner Digital Vision, located at: http://www.gettyimages.com/detail/dv1644054/
Digital-Vision
Sweat Equity Education Style Guide 47
9.) The picture named Portrait of a teenage boy, Copyright owner, Image Source located at:
http://www.gettyimages.com/detail/79065405/Image-Source
10.) The picture named Five teenagers sitting in a row, Copyright owner Image Source,
located at: http://www.gettyimages.com/detail/79065350/Image-Source
11.) The picture named A young Girls Face Divided in Half by the Photographs Frame. Al
Barsha, Dubai, United Arab Emirates, Copyright owner Belinda Muller, located at: http://
www.gettyimages.com/detail/77516597/Gallo-Images-ROOTS-RF-collection
12.) The picture named Close up of pair of woman's hands, Copyright owner Rogerio
Mesquita, located at: http://www.gettyimages.com/detail/87993721/Workbook-Stock
13.) The picture named Group of Students Looking at Schedule Posted on a Wall, Copyright
owner Flying Colours Ltd, located at: http://www.gettyimages.com/detail/dv590081/
Digital-Vision
14.) The picture named Profile of young adult woman, Copyright owner Thinkstock Images,
located at: http://www.gettyimages.com/detail/86482845/Comstock-Images
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American, Copyright Bahman Farzad, located at: http://www.flickr.com/photos/21644167@
N04/3339398495/in/set-72157603433497856#/
16.) The picture named Student's hand writing with pencil, Copyright owner Hill Street
Studios, located at: http://www.gettyimages.com/detail/102754792/Blend-Images
17.) The picture named Male high school teacher and students in classroom, Copyright
owner Image Source, located at http://www.gettyimages.com/detail/103060388/
Image-Source
48 Sweat Equity Education Style Guide
18.) The picture named Three boys in college library Copyright owner Image Source, located
at: http://www.gettyimages.com/detail/79065394/Image-Source
19.) The picture named Three teenage boys near a window, Copyright owner Image Source
located at: http://www.gettyimages.com/detail/79065384/Image-Source
20.) The picture named Group of Students Using Computers, Copyright owner Flying Colours
Ltd, located at: http://www.gettyimages.com/detail/dv590063a/Digital-Vision
21.) The picture named Teen girl standing against a red wall, laughing, copyright of Ron
Levine located at: http://www.gettyimages.com/detail/91993992/Digital-Vision
22.) The picture named College teacher giving a lesson in classroom, Copyright owner
rubberball located at http://www.gettyimages.com/detail/72471892/Rubberball-Productions
23.) The picture named Teacher asking question, Copyright owner Image Source located at
http://www.gettyimages.com/detail/75940778/Image-Source
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Purestock
25.) The picture named Close-up of a bicycle leaning against a wall, Republic of Ireland,
Copyright owner Glowimages located at http://www.gettyimages.com/detail/71442853/
Glowimages
26.) The picture named Blank white billboard against blue sky, Copyright of Steven Puetzer
located at http://www.gettyimages.com/detail/96230464/Photographers-Choice-RF
27.) The picture named Student doing homework, Copyright owner momentimages located
at http://www.gettyimages.com/detail/102759368/Tetra-images
Sweat Equity Education Style Guide 49
28.) The picture named Student smiling in class, Copyright owner Jose Luis Pelaez Inc
located at http://www.gettyimages.com/detail/57226539/Blend-Images
29.) The picture named Male student holds folder and smiles, Copyright of William King
located at http://www.gettyimages.com/detail/82039844/Taxi
30.) The picture named Mixed race woman sitting near stack of books, Copyright of Eye
Candy Images located at http://www.gettyimages.com/detail/88974886/UpperCut-Images
31.) The picture named Teenage girl smiling in classroom, Copyright of Keith Brofsky located
at http://www.gettyimages.com/detail/80668110/UpperCut-Images
32.) The picture named Young Asian man next to school lockers, Copyright of Kris Timken
located http://www.gettyimages.com/detail/72458931/Blend-Images
33.) The picture named Young man leaning against a wall Copyright of Neef Gilbert located
at http://www.gettyimages.com/detail/89804268/Workbook-Stock
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http://www.gettyimages.com/detail/103060554/Image-Source
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www.gettyimages.com/detail/103060563/Image-Source
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gettyimages.com/detail/108272733/Vetta
37.) The picture named Red hat, side view Copyright of Howard Shooter located at http://
www.gettyimages.com/detail/79711572/Dorling-Kindersley-RF
50 Sweat Equity Education Style Guide
38.) The picture named Teacher with school children (14-19) working in computer lab, Copyright of Jetta Productions located at http://www.gettyimages.com/detail/
sb10069478bo-001/Lifesize
39.) The picture named Six year old boy and teen brother, portrait, Copyright of Ron Levine
located at http://www.gettyimages.com/detail/91958485/Photodisc
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at http://www.gettyimages.com/detail/85872583/Photographers-Choice-RF
41.) The picture named talking on cell phone at school, Copyright of Bruce Laurance, located
at http://www.gettyimages.com/detail/102063842/Photodisc
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Sweat Equity Education Style Guide 53
I have spent most of my life living in small country towns in Georgia, where good morals
values and hard work were a part of everyday life. Think Mayberry only with a little more diversity amongst the town people. I like to credit small town life with aiding in my creativity because when you live in places where going to the one and only Walmart in town is considered the highlight of the day,
you are forced to develop your creativity.I received my BFA in Art from Georgia
Southern University, where I learned to love,
appreciate, and experiment with all art forms.
It is also where I personally experienced how art can be a powerful tool in the learning process. This is one of the reasons I picked the nonprofit organization, Sweat Equity
Education, to focus on for my campaign.
In 2008, on a whim, I packed up my bags
and moved to Florida to discover what life had to offer me in the Sunshine State. Since then I have worked as a photographer and a marketing and design assistant for Kate
McRostie Designworks.My life thus far has been about
experimenting with new ideas and learning new things. I am currently pursuing my Masters degree from Full Sail University in order to expand my knowledge of the design world and help further my career as a designer.
About the Author