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Month 11 week 2 thursday discussion board version for teacher and peer review
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FLAMINGOGARDENS
Project BookREBRANDING2012
Flamingo Gardens is a place to appreciate, enjoy and preserve the natural habitat of the everglades. It has grown and reinvented itself over the years, first being a commercial orange grove turned botanical garden, and currently a non-profit organization dedicated to preserving and rehabilitating the native animals and flora of South Florida.
To take this historical company to another level while continuing the course, a rebranding of its public face will help to solidify their efforts to break into new and emerging markets, while letting their guests and competition know that Flamingo Gardens is always striving for the highest level of excellence. The following Rebranding Style Guide lays the foundation for keeping the integrity of the brand while maintaining consistency for years to come.
TABLE OF CONTENTS
1234
DESIGN RESEARCHResearch Paper ....................................................Communications Audit ......................................Creative Brief .......................................................Demographics ......................................................
1234
STYLE GUIDEVoice & Tone ........................................................Appropriate Imagery ..........................................Color Palette .......................................................Logo Specifications .............................................
123
FINAL DESIGNSAdvertising ...........................................................Promotional Items ..............................................Digital Media ........................................................
1234
Competitive Survey ............................................Design Research .................................................Moodboards .........................................................Logo Development .............................................
CREATIVE DEVELOPMENT
ii
DESIGNRESEARCH
1234
Research Paper ....................................................Communications Audit ......................................Creative Brief .......................................................Demographics ......................................................
DESIGNRESEARCH
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RESEARCH PAPER
AbstractExtensive research has been done to explore, define, and explain the process that should be taken to revitalize the brand of Flamingo Gardens and focus its attention towards a new target audience. Its current brand is dated, has no specific target audience, and does not fully take advantage of marketing opportunities such as the Web, on-site signage, and advertising. Flamingo Gardens is a non-profit organization, and relies on government and donor funds. A brand redesign will help to re-establish its mission and services in the community, increase brand perception in its market, and make a stronger case to attract funds that help to do more for their mission and cause. The redesign will entail updating the logo, website, signage, advertisements and other printed materials. A new branding strategy will keep these elements unified and consistent. Each
of these elements has been thoroughly researched to explain why each choice was made.
Flamingo Gardens exists to remind, educate, and celebrate the beauty of the Florida Everglades by providing a one-of-a-kind eco experience and provide a permanent and safe home for its native flora and wildlife. In order to ensure that this unique establishment survives over the years and maintains the name that it built for itself and its importance in South Florida, a redesign of its brand is imperative.
FLAMINGO GARDENS STYLE GUIDE
The rebranding projectIn order to attract new customers and raise ecological awareness of the Florida Everglades at Flamingo Gardens, a campaign needs to be developed to bring in those new customers and keep them coming, while enticing existing customers to visit again. The company must also boost consumer perception, which is currently not as strong as it could be. Flamingo Gardens currently has a poor brand identity and is not as widely known as its competitors, even though it has the unique selling point of being the only botanical garden and wildlife sanctuary in south Florida. They currently target everyone as their audience, and in doing so their lack of direction towards a specific demographic results in a slower stream of customers. A new target audience will be the focus of the campaign, which will be launched along with a company rebranding effort that will allow Flamingo Gardens to reposition itself
in its competitive market. This paper explains how the elements of the Flamingo Gardens rebranding project will create a stronger brand identity to bring more customers and raise ecological awareness of the Florida Everglades.
COMMUNICATIONS AUDIT
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FLAMINGO GARDENS STYLE GUIDE
HeadingLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec mattis orci sed nunc imperdiet dignissim. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Pellentesque facilisis tincidunt feugiat. Proin est mauris, mollis eu posuere ac, placerat ut nunc.
HeadingLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec mattis orci sed nunc imperdiet dignissim. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Pellentesque facilisis tincidunt feugiat. Integer ac rutrum sapien.
HeadingWhen images of people are used, opt for waist-up shots where they are smiling in front of a natural
outdoor setting with foilage similar to what a visitor could see at Flamingo Gardens. Use single-person shots moderately and more of groups of friends and/or groups of families having fun together outdoors.
HeadingLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec mattis orci sed nunc imperdiet dignissim. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Pellentesque facilisis tincidunt feugiat. Proin est mauris, mollis eu posuere ac, placerat ut nunc. Phasellus cursus, purus sed pulvinar accumsan, mi massa sagittis nulla, eget ullamcorper nisi nisl eu tellus. Ut ultrices euismod est, vel commodo tortor facilisis sit amet. Integer ac rutrum sapien. Sed rhoncus congue purus vel tristique. Sed tincidunt euismod nisi, ac dignissim odio dignissim quis.
CREATIVE BRIEF
CAMPAIGN PROJECT OBJECTIVE
To rebrand Flamingo Gardens by applying a new brand strategy, logo, and web design towards a new target audience.
PRIMARY DELIVERABLES
• Redesigned logo• Redesigned website• Brand strategy - style guide & campaign
COMPETITION
• Morikami Japanese Gardens• McCarthy Wildlife Sanctuary• Fairchild Botanical Gardens
TARGET AUDIENCE
Children and families
POSITIONING
Flamingo Gardens is the only attraction in South Florida to view native trees, plants, and animals at one location.
KEY TENETS
• Eco-awareness• Eco-responsibility• Wildlife Rehabilitation
In order for the Flamingo Gardens Rebranding Project to be successful, all creative work must align with these core objectives:
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FLAMINGO GARDENS STYLE GUIDE
CAMPAIGN CALL-TO-ACTION
• Visit the location• Visit the website
HEADING
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin vel turpis dolor. Pellentesque nis.
HEADING
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin vel turpis dolor. Pellentesque nis.
HEADING
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin vel turpis dolor. Pellentesque nis.
HEADING
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin vel turpis dolor. Pellentesque nis.
TARGET AUDIENCE
Above: Woman at Flamingo Gardens, circa 1950’s. Top right: Wray family photos.
Loves spending time together as a family
Text here text here text here
text here text here
Text here text here text here
text here text here
Text here text here text here text here text here text
Text here text here text here text here
Profile Stats
30 - 40
BFA
$65,000
Electrician, Project Manager
5-10
K-5
Science, biology
Playing outdoors, exploring, puzzles
Age:
Education:
Income:
Job:
Age:
Education:
Interests:
Hobbies:
PARENTS
CHILDREN
KIDS AND FAMILIES
FLAMINGO GARDENS STYLE GUIDE
19
CREATIVEDEVELOPMENT
CREATIVEDEVELOPMENT
Competitive Survey ............................................Design Research ..................................................Moodboards .........................................................Logo Development .............................................
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COMPETITIVE SURVEY
Morikami Museum and Japanese GardensLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec mattis orci sed nunc imperdiet dignissim.
Fairchild Tropical Botanic GardenLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec mattis orci sed nunc imperdiet dignissim.
McCarthy’s Wildlife SanctuaryLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec mattis orci sed nunc imperdiet dignissim.
LOGO COMPARISON
Brief description here max 2 lines of type.
Brief description here max 2 lines of type.
Brief description here max 2 lines of type.
Brief description here max 2 lines of type.
Brief description here max 2 lines of type.
Brief description here max 2 lines of type.
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FLAMINGO GARDENS STYLE GUIDE
WEBSITE COMPARISON
Brief description here max 2 lines of type. Brief description here max 2 lines of type.
Brief description here max 2 lines of type.
WEBSITES
DESIGN RESEARCH
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FLAMINGO GARDENS STYLE GUIDE
Brief description here max 2 lines of type.
Brief description here max 2 lines of type.
Brief description here max 2 lines of type.
MAGAZINES
Brief description here max 2 lines of type.
Brief description here max 2 lines of type.
Brief description here max 2 lines of type.
Brief description here max 2 lines of type.
DESIGN RESEARCHPHOTO ETHNOGRAPHY
Brief description here max 2 lines of type.
Brief description here max 2 lines of type.
Photo ethnographyBased on the headline, “When was the last time YOU took a field trip?”, the voice should be slightly humorous and thoughtful, intuitive and playful. Since the target audience is children and families, the copy should appeal to kids and the ‘kid at heart’ in adults. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard when reading the type.
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FLAMINGO GARDENS STYLE GUIDE
MOODBOARDS
Board 1Brief description here max 2 lines of type. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard.
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FLAMINGO GARDENS STYLE GUIDE
Board 2Brief description here max 2 lines of type. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard.
LOGO DEVELOPMENTMINDMAP
text area
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FLAMINGO GARDENS STYLE GUIDE
WORD CLOUD IMAGE HERE
WORD CLOUD
Need to change this copyBased on the headline, “When was the last time YOU took a field trip?”, the voice should be slightly humorous and thoughtful, intuitive and playful. Since the target audience is children and families, the copy
should appeal to kids and the ‘kid at heart’ in adults. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard when reading the type.
WEE
K 1
LOGO DEVELOPMENTSKETCHES
WEE
K 4
WEE
K 3
WEE
K 2
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FLAMINGO GARDENS STYLE GUIDE
STYLEGUIDE
STYLEGUIDE
Color Palette .......................................................Voice & Tone ........................................................Fonts ......................................................................Approved Imagery ..............................................Logo Versions .......................................................Clear Spacing .......................................................Logo Usage ..........................................................Backgrounds ........................................................
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Above: Woman at Flamingo Gardens, circa 1950’s. Top right: Wray family photos.
About Flamingo GardensFlamingo Gardens is a 60 acre wildlife sanctuary and botanical reserve in Davie, Florida. It began as a home that was built in the 1930’s by the Wrays, a business couple who used the property for entertaining and relaxation. They were an influential couple in the area who had ties to President Eisenhower and other local business individuals and civic groups. The home was later turned into an Everglades museum.
Rescue and preservationFlamingo Gardens rescues injured animals who can no longer survive on their own in the wild. When the animals breed, their offspring is released back into the wild. They are given a permenant home in the gardens and receive food and care by staff and volunteers. Wildlife adoption is available to customers to help the company pay for animal care costs.
The BrandThe Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors. The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors. The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors.
BRAND DESCRIPTION
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FLAMINGO GARDENS STYLE GUIDE
COLOR PALETTE
The following color palette was chosen to evoke emotions in the target audience and also depict colors naturally found in the everglades environment. The warm palette triggers energy and revival in adults, vibrant playfulness in children and fresh youthful happiness in teenagers.
Why these colors?
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CMYK
0, 58, 87, 0
0, 32, 69, 0
1, 0, 44, 0
39, 0, 84, 0
66, 0, 49, 0
19, 91, 100, 0
42, 64, 98, 40
RGB
251, 134, 54
255, 183, 98
255, 245, 163
166, 220, 87
56, 200, 162
187, 57, 38
107, 71, 28
HEX
fb8636
fb7762
ff5a3
abdc57
38cba2
bb3926
6b471c
PANTONE
1575 c
1365 c
601 c
374 c
3385 c
180 c
1405 c
FLAMINGO GARDENS STYLE GUIDE
VOICE & TONE
VoiceBased on the headline, “When was the last time YOU took a field trip?”, the voice should be slightly humorous and thoughtful, intuitive and playful. Since the target audience is children and families, the copy should appeal to kids and the ‘kid at heart’ in adults. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard when reading the type.
Copy & MusicThe body copy and music alike should make the audience go to an unlimited and magical place of wonder. When you visit Flamingo Gardens, you get a sensory overload of beautiful tropical scenery and animals. The copy and music should only enhance the
emotion of the target audience, helping them to get the sense of “being in another world.”
ToneThe tone should be childlike, talking to the child at heart in the audience, whether young or old. “Wanna see how otters play tag?” “Look at the huge crocodile!” “Follow me to see the bird show!” are just a few examples of the tone that should be used for advertisements and signage around the park itself. Using a consistent tone like this will help shape the brand of Flamingo Gardens and tap into the emotions of the audience.
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FLAMINGO GARDENS STYLE GUIDE
FONTS
Flamingo Gardens fonts were chosen to establish the rebranding campaign by providing stability, playfulness, and durability to last well into the future.
Visual Voices
HeadlineFilmotype LaSalle
Sub headersGill Sans Bold Italic
Body copyGill Sans Regular
Headers / NavigationGill Sans Light
This font was chosen for its playfulness and attention-grabbing design. The tone of this font is “Hey, look over here!”, like a friend waving for you to hurry over and take a look.
Gill Sans is a versatile font and ‘Bold Italic’ brings attention to the paragraph heading without distracting the reader from scanning the body copy.
The logotype uses this classic font, which was chosen to give a strong and lasting impression for this historical company. The font is used throughout the campaign for brand unity.
The curve and weight of this font resembles a flamingo, and also has an air of curious sophistication. It also does not compete with imagery or other fonts used in the campaign.
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FLAMINGO GARDENS STYLE GUIDE
APPROVED IMAGERY
WildlifeImages of wildlife should be close enough to distinguish what type of animal it is, and most of its body should be shown. Colors of the animal and its background should clearly contrast, not blending together.
TexturesFor advertisements and other print collateral, textured backgrounds are another option besides a more busy photograph. The photo of dirt to the left leaves ample space to the left of the leaves for copy placment. The vector sample has a light colored background of tiled leaves which is also acceptable.
Human ElementWhen images of people are used, opt for waist-up shots where they are smiling in front of a natural outdoor setting with foilage similar to what a visitor
could see at Flamingo Gardens. Use single-person shots moderately and more of groups of friends and/or groups of families having fun together outdoors.
NatureUse shots close enough for the viewer to see the intricacies and details of the beauty of the plants shown. There should also be space for copy in the top third of the photo. In this image of palm leaves, a large heading can be placed in the sky area on the top left corner of the page.
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FLAMINGO GARDENS STYLE GUIDE
LOGO SPECIFICATIONS
The Flamingo Gardens logo has four approved versions. They should be reproduced according
The updated logo
ALTERNATE LOGO VERSIONS
FLAMINGOGARDENS
Regular
FLAMINGOGARDENS
Boxed
FLAMINGOGARDENS
Reversed
FLAMINGOGARDENS
Black & White
Whenever possible, the “regular” version should be used against a white background.
The “boxed” version is provided for use against any other background to ensure that the logo remains readable.
The “reversed version of the logo may be used against black, or PMS 369.
The “black and white” version is to be used in one color print jobs.
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FLAMINGO GARDENS STYLE GUIDE
Breathing roomTo give the logo the greatest possible visual impact, it is important to always allow for the minimum amount of clear space around the logo. Avoid positioning text, photos, or other elements within the clear space zone.
LOGO SPECIFICATIONSCLEAR SPACE
Clear space must be twice the height of the
“o” in the logotype
FLAMINGOGARDENS
OO
OO
OO OO
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FLAMINGO GARDENS STYLE GUIDE
LOGO SPECIFICATIONSBACKGROUND USAGE
Make sure that images chosen have “whitespace” for the page heading and subhead. In the picture above and throughout this book, notice the ample room in the top left or right corner for heading placement.
HEADING HERE Subheading
text area
image
image
image
image
image
When using textured backgrounds like the picture above, make sure that the background does not compete with the copy, preferably with a simple
Here is some advertising text here is some advertising text here is some advertising text here is some advertising text here is some advertising text.
Headline
text area
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FLAMINGO GARDENS STYLE GUIDE
texture
texture
texture
texture
textured
LOGO SPECIFICATIONSUSAGE EXAMPLES
FLAMINGOGARDENS
FLAMINGOGARDENS
FLAMINGOGARDENS
FLAMINGOGARDENS
Against dark
Distorted
Choose the correct version for your project from the files provided. Do not change the colors, fonts, or proportions of the logo. Use only approved color backgrounds with the appropriate version of the logo. v
FLAMINGOGARDENS
Too smallFLAMINGOGARDENS
Too small
FLAMINGOGARDENS
Too smallFLAMINGOGARDENS
Too small
incorrect
Reversed against dark color back-
ground
Reversed against dark color back-
ground
Against light col-ored background
Against light col-ored background
Correctly scaled Correctly scaled
Correctly scaled Correctly scaled
Consistency is key. Against colored backgrounds, always use the reversed version, unless the background color is very light, such as very light yellow or blue. Make sure to adhere to the minimum size for optimum readibility.
FLAMINGO
FLAMINGO
GARDEN
GARDEN
S
S
FLAMINGOGARDENS
FLAMINGOGARDENS
FLAMINGOGARDENS
FLAMINGOGARDENS
FLAMINGOGARDENS
FLAMINGOGARDENS
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FLAMINGO GARDENS STYLE GUIDE
correct
ONLINEMEDIUM-SPECIFIC
online
regular 200px
FLAMINGOGARDENS
regular 100px
FLAMINGOGARDENS
boxed 100px
FLAMINGOGARDENS
boxed 200px
FLAMINGOGARDENS
Versions of the Flamingo Gardens logo have been provided in the .GIF, .JPG, and .PNG file formats for online usage. These versions are available in a large and small size. To avoid readability problems, do not use the logo online at any size other than the two provided. Theh ideal background color for the logo is white, but a “boxed” version has also been provided in two sizes for use against backgrounds other than white.
printLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec venenatis sagittis lacus, quis sollicitudin erat mattis non. Aliquam at hendrerit risus. Aenean vel nisl ipsum. Sed vestibulum felis ac ligula commodo id dignissim quam euismod. Nullam eget posuere ipsum. Etiam eget libero ac lectus feugiat tristique. Donec sed orci nulla. Donec sit amet arcu in nulla hendrerit sagittis sit amet at mauris.
FLAMINGOGARDENS
FLAMINGOGARDENS
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FLAMINGO GARDENS STYLE GUIDE
FLAMINGOGARDENS
FLAMINGOGARDENS
MEDIUM-SPECIFICSIGNAGE
FLAMINGOGARDENS
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec venenatis sagittis lacus, quis sollicitudin erat mattis non. Aliquam at hendrerit risus. Aenean vel nisl ipsum. Sed vestibulum felis ac ligula commodo id dignissim quam euismod. Nullam eget posuere ipsum. Etiam eget libero ac lectus feugiat tristique. Donec sed orci nulla. Donec sit amet arcu in nulla hendrerit sagittis sit amet at mauris.
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FLAMINGO GARDENS STYLE GUIDE
FINALDESIGNS
FINALDESIGNS
Advertising ...........................................................Promotional Items ..............................................Digital Media ........................................................
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FINAL DESIGNSSIGNAGE
Welcome sign
Outdoor event sign 1
Outdoor event sign 2
WELCOME SIGN
EVENT SIGNAGE FOR FENCE
EVENT SIGNAGE FOR FENCE
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FLAMINGO GARDENS STYLE GUIDE
Attraction sign 1 Attraction sign 2
HUMMINGBIRDGARDEN
FLAMINGO POND
BROCHURE
INSIDE FRONT
FINAL DESIGNSWEB ADS
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FLAMINGO GARDENS STYLE GUIDE
SKYSCRAPER120X90
FULL BANNER468X60
VERTICAL120X240
SQUARE250X250
BUTTON 1120X90
PROMOTIONAL ITEMS
FINAL DESIGNS
MAGNET PEN
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FLAMINGO GARDENS STYLE GUIDE
MOTION GRAPHICS
FINAL DESIGNSWEBSITE
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FLAMINGO GARDENS STYLE GUIDE