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THE A. SKATE FOUNDATION | PROJECT BOOK

AUTISM.SKATEBOARDING

REVITALIZING THE A. SKATE FOUNDATION


Skateboarding impacts lives, as a vehicle for social

change; Autism can be its championed cause.

Like skaters, children living with Autistic Spectrum

Disorder (ASD) dont follow the herd. Theyre often thought

of as different and can incur unpredictable and often times

unruly behavior. A. Skate offers skateboarding clinics that not

only serves as an outlet to treat these urges and symptoms but

also lets them express their individuality through this creative

sport while integrating them into a social environment.

The A. Skate project campaign will evaluate and

address the needs of the brand. Raising awareness in the

skateboarding community will facilitate staff volunteers for

chapters across the country. Positioning the brand as a reliable

source of therapy to increase clinic participation and respect

from the medical community. Focusing on these issues will

elevate the brands credibility creating better opportunities for

investments and donations.


When somebody is trying to help out people who need help, you see the skateboarding community jump in, no questions asked.

Jim Thiebaud, VP Deluxe Distribution


01 | BRAND STUDY | 01 COMPANY OVERVIEW

A. Skate Foundation is a non-profit that allows children with Autistic Spectrum Dis-orders (ASD) to be part of a social world through skateboarding. The organization provides one-on-one skate lessons in clinics hosted throughout the United States. Not only does the Founda-tion introduce children to the benefits of skateboarding as therapy to treat urges and symptoms but also promotes the con-tinued practice of the sport. Autism, like skateboarding, can be unpredictable and often times unruly. A. Skate embraces the parts of autism that are hard to understand and give these kids an outlet that is free of rules or judgment to express their individu-ality and creativity. Autism cases in the US have been ris-ing at an alarming rate in the past decade. Without the necessary treatment and care, children can grow to live secluded and misunderstood lives. Adaptive Sports Programs can alleviate many symptoms of autistic children while integrating them

into a social environment and also giv-ing parents and other family caregivers a needed break to help maintain the households well being. Unlike other programs like these The A. Skate Foun-dation services are free of cost and pro-vides many benefits to a childs develop-ment. The A. Skate re branding campaign will define the core company standards creating a stronger more professional brand presence without loosing the some-what rebellious attitude of the skateboard-ing lifestyle. It will evaluate and address the needs of the brand, which include raising awareness in the skateboarding commu-nity, facilitating staff volunteers for the new chapters. Positioning the brand as a reliable source of therapy to increase clinic par-ticipation and acknowledgement from the medical community and because A vision without resources is a hallucination Focus-ing on these issues will elevate the brands credibility creating better opportunities for investments and donations.


01 | BRAND STUDY | 01 COMPANY OVERVIEW |02CREATIVE BRIEF

THE VISION Skateboarding has always been counterculture. Even as it edges closer to the mainstream, skateboarding remains on the fringe. Its still an emblem of rebellion, still a little outlaw. Skaters dont

follow the herd. Theyre often thought of as different. Those of us who skate view skateboarding as

an outlet to express our individuality and creativity. What better sport to represent kids who are too

often thought of as outsiders?

THE MISSION

To offer children with autism an engaging social activity through with which the child may grow

and be stimulated.

The A. Skate Foundation aspires to hold skateboarding clinics to children with autism across all

social and economical sectors of America.

Through the aid of the private sector A. Skate will grant participating and interested

children with the necessary gear to carry on these rewarding therapy on a daily basis.

Finance clinical permit costs to provide therapy accepted by the medical community.

CALL TO ACTION

Recruit volunteers to participate and staff clinics

To provoke skateboarding industry leaders and famous skateboarders to donate time and funds

to maintain the efforts of the A. Skate Foundation.

Raise awareness amongst young adults intriguing and familiarizing them with ASD.

CARING GENUINE ENGAGING

TENANTS


01 | BRAND STUDY | 03 TARGET AUDIENCE DEMOGRAPHICS

GENERAL & GEO ContinEntAl UnitED StAtES

Parents and families of Autistic Children Teachers, school psychologists, paraprofessionals, speech and language therapists, occupational therapists, and administrators.

18- 45 mAle oR FemAle (young PARenTS)loW Income RAngIng FRom 20K To 36K A yeARACtion SPoRtS EnthUSiASt ceo oF SKATeboARdIng bRAndS

CLUBS & TRIBESSupport Groups: Autism Speaks

Skateboarding Industry & Action Sports Athletes

Shekler Foundation, Vans, Zoo York, Global X Games

The Medical Community

The Skateboarding Industry

Artistic & Film Industry

Charity Organizations


01 | BRAND STUDY | 03 TARGET AUDIENCE DEMOGRAPHICS | 04 TARGET PERSONA

1PERSONA # 1

Jamie Lynn SlenkerAubuRn, AlAbAmA

Age: 32 educATIon..................TechnIcAl degReegendeR...........................................FemAleIncome............................................. 47,000occuPATIon................denTAl hygIenIST

TARGET PERSONAS STORY:

Jamie had no real worries or preoccupations before little Adam was born . Se used to go to music festivals often, and hang out at local bars where she met her boys father. Dur-ing which time she was getting her Dental Hygienist Degree at a local community collage. Two years after getting being married and having little Adam his father died and she was confronted with a late diagnostic of Adams Condition at the age of 4. Jamies days are spent between taking Adam to costly therapies and medical appointments. Other days she drops the boy off at her mothers house while she works at the local dentist trying to make due with all her costly medical bills. She saves coupons, drinks 99 cent coffee from gas station to save as much as she can. Some days she fills like the world might just break around her, it is hard taking care of little Adam when she doesnt really understand how to help him. She gets home from work tiered cooks, cleans the house and after a hard stress-ful situation of a screaming non communicative child he finally falls asleep. But not Jamie, she stays picking up her home and falls asleep in from of the computer after long hours of researching and blogging about her situation for other members f the autistic community to read about.

2PERSONA # 2

Matt J Woosterclott coSTA meSA, cAlIFoRnIA

Age: 45 educATIon.............................bA buISneSSgendeR...............................................mAleIncome............................................270,000occuPATIon.......chAIRmAn oF Volcom

TARGET PERSONAS STORY:Matt wakes in the morning to a stunning view of the Pacific ocean where he learned to

surf near Venice beach when he was only 8 year old. As he opens up his electric curtains to let the shinning sun come into his bedroom he only thinks about getting his wet suit on and hitting the morning break, when two of his kids storm in to remind him that the day has truly begun. He gets ready and walks down to the kitchen where his wife has prepared him a his children a nice breakfast. As he asks about his older son and his where about he walks into the kitchen from a nice morning surf. Reminds his father of when he used to be sponsored by Quicksilver and all he did was surf for a living.Earning him eventually a place in the US Surfing Team in 1984 After saying good morning to his wife and kids, he rides his Land Rover the headquarters of his Volcom, Inc. Which he founded 12 years ago. A business that cam to be by selling his baseball hats, T-shirts and surfboards from his own garage using hes connection while he worked as marketing and promotion department in Quicksilver. As he arrives to Volcoms complex he pop the trunk and pulls out a long board skate board and rides it straight into his office. He sits on his desk ready to get his busy day on the road, pages his secretary to bring him another cup of Matte Tea before his morning yoga class.


01 | BRAND STUDY

T he A. Skate Foundation has been features in various media formats such as short documentaries with Vans Off The Wall T. V. mini series Pass the bucket, ESPN Action Sports web articles, Skateboarding Magazine and has recently won $50,000 from the Pepsi Refresh Project. With support from skateboarding

industry, including such brands as ETNIES, Girl Skateboarding, Zoo York among

others the A. Skate Foundations cause is spreading quickly among young parents and

helpful hands of this engaging community

Though only two types of treatment have been tested and approved by medical

mainstream introducing children with autism to sports is a great way to physically

exercise and mentally challenge them. Parents of such children are constantly searching

for activities like such to improve there overall life quality. Being Crys Worley, the

founder of The A. Skate Foundation the mother of an autistic child, participating parents

and the medical community see the brand as a genuine and trustworthy source of aid.

| 05 BRAND POSITIONING | 06 COMPETATIVE LANDSCAPE


01 | BRAND STUDY

T here exist a wide variety of extreme sports in which autistic children can be a part of, but none of them can be as accessible and done on a on a daily basis as any of the competitors suggest with their program. A. Skate provides a platform in which Applied Behavioral Analysis (ABA) can explain and reveal

new insight into the childs individual spectrum.

Offers advanced, rigorous and age-appropriate physical activities, which truly challenge our participants, providing a rewarding and successful experience.

Offers surfing clinics for children with autism under lifeguard supervision

We are a 501 (c) (3) not for profit dedicated to the introduction of the sport of surfing to children with special needs. At a Surfers For Autism event, our surfers are provided a safe, fun, judgment t free environment where highly skilled surf instructors carefully guide them into waves.

| 06 COMPETATIVE LANDSCAPE

USPunIque SellIng PRoPoSITIon

A. Skate does not seek to replace traditional therapy for children with autism such

as Applied Behavioral Analysis or Risperdal (anti psychotic medication). A. Skate seeks to

supplement approved medical treatment. But unlike other treatments and therapies for

autism which can be expensive and possibly do harm through biomedical intervention

, skateboarding does neither; completely free and absolutely harmless. A. Skate, a

pioneer in this revolutionary treatment offers the most engaging team of volunteers

and one of a kind experience.

SCASuSTAInAble comPeTITIVe AdVAnTAge

Playing team sports is out of the question for most children with autism.

They find it very hard to follow directions and because they struggle with

language, communicating with coaches and teammates can be difficult. That

means individual sports such as skateboarding may just be the ticket.


01 | BRAND STUDY

As an outlet for at-risk youth, skateboarding provides an alternative to a life of drugs and violence. It serves as a sanctuary from an unhealthy home life and poverty. In these ways, skateboarding impacts lives as a vehicle for

social change, and Autism can be its championed cause.

Autism is a devastating neurological and biological

disorder that typically affects children between the ages

of 18 months to 5 years. This disorder currently affects 1

in every 91 children and is estimated that there are over

1 million people in the United States alone with autism;

making it more common than Downs Syndrome, Mental

Retardation, and Cystic Fibrosis combined. (Talk About

Curing Autism, 2012) Children who receive an early

diagnosis, intense behavioral intervention, medical treat-

ment, and speech therapy can overcome their autistic

symptoms and lead typical lives. For years, children with

autism were left on the sidelines as a consequence of the

widespread belief that they are incapable of participation

in athletics. In many cases autistic children will not excel

on team sports such as baseball, basketball or soccer,

therefore, a major concern becomes that a lack of exercise

in combination with prescribed anti psychotics and other

drugs can lead to fatigue and swift weight gain. Studies

show the prevalence of obesity in children with autism

is 30.4% compared to 23.6% of children without autism.

(Curtin, 2010) With these facts in mind, it is imperative to

ABSTRACT

A fast growing number of American families today face one of the leading neurological disorders, autism. Without

the necessary treatment and care, children can grow to

live secluded and misunderstood lives. Adaptive Sports

Programs can alleviate many conditions of autistic children

while integrating them into a social environment. The A.

Skate Foundation can provide skateboarding clinics based

on this structured program free of cost. The project cam-

paign will evaluate and address the needs of the A. Skate

brand to better inform the skateboarding and autistic com-

munities, gain participants and increase funding.

change the perception that children with autism cannot

participate in physical activities. What is most important

to the cause is that physical skill is not what keeps autistic

children from participating in activities; it is social skills.

Children with autism have a difficult time communicating

and relating to others. These factors can cause them to

retreat into isolation and prevent them from playing team

sports due to difficulties with following directions and

communicating with coaches and teammates.

Unfortunately the fact remains that most children

affected will require life-long care, incurring a personal

cost of over roughly 50 thousand dollars per year for those

on the lower end of the disorders spectrum. (Parker-

Pope, 2010) For many families with autistic children this

financial burden can prevent their loved ones from receiv-

ing adequate medical attention, especially given many

health insurance policies do not cover autism treatments.

For those who have extreme limitations, there is very

little government or private financial assistance available.

Recognizing these circumstances, the A. Skate Founda-

tion introduced skateboarding to autistic children in 2003

| 07 RESEARCH PAPER

Autism affects 1 in every 91 children and is estimated that there are over 1 million people


01 | BRAND STUDY

| 07 RESEARCH PAPER through clinics as an alternative therapy, often called adapted sports programs, at absolutely no cost to the child and their families. (OConner, 2006)

Yet for many parents of autistic children, locating

an adapted sports program can be a low priority. More

often than not, they are consumed with struggles to find

speech therapists, behavioral intervention services, spe-

cial education classes and a health insurance policy that

will pay for it all. Unlike other treatments and therapies

for autism, which can be expensive and possibly do

harm through biomedical intervention, skateboarding is

completely free and absolutely harmless. What better

sport to represent kids, who are too often thought of

as outsiders, than skateboarding? Helping to develop

motor skills and social interaction through an individual

sport, skateboarding is a perfect match for autism. In

light of this integral combination, the A. Skate non-

profit organization needs funding to continue providing

alternative therapy at no cost to participating families,

alleviating in whatever way possible financial struggle to

receive quality alternative treatment.

The effects of autism can incur unpredictabl and

often times unruly behavior. Like skaters, autistic

children dont follow the herd. Theyre often thought of

as different, and can view skateboarding as an outlet to

express their individuality and creativity. Athletic programs

for autistic children, such as A. Skate, are designed to help

improve social and behavioral problems. The program

embraces the parts of autism that are difficult for parents

to understand, gives kids an outlet that is free from rules

or judgment, and allows them to form a sense of mem-

bership in a group while performing individually. A. Skate

helps autistic children connect with the world around

them, while supplementing approved medical treatment.

As stated by the Capsule design firm, No study can

be conducted without the influence of people, objects and

its culture (Capsule, 2007). Through a better understand-

ing of the autistic participants and involved community,

a more engaging and effective campaign strategy can be

reached for the A. Skate Foundation. Two target initiatives

have been identified as high priority as A. Skate launches

the campaign. First, an increase in participation and

clinic demand must take place. Increase in social media

platforms, such as Facebook and Twitter, banner ads on

autism and skateboarding related web sites as well as bro-

chures, pamphlets and stickers handed out in skate parks

and autism clinics through out the nation.

The second initiative is to increase the necessary

volunteers, staff, and private sector financial support. The

main focus will be placed on the skateboarding industry to

support the structure and grants given to children, which

will provide students and participating families with skate-

boarding gear to carry on the activity routinely.

The A. Skate celebrates and brings together what would otherwise be worlds apart, into a growing, exiting and hopeful relationship.


01 | BRAND STUDY Re branding will help to support both initiatives. An

evolved A. Skate logo will refocus and unify the organiza-

tions vision. The foundations new identity will place it

uniquely in the action sports community and psychiatric

health services to achieve maximum appeal and emotion-

al response from both sectors. The iconography of a moth

will be incorporated into the imagery of the logo as a con-

ceptual connection to the natural behavior of being drawn

to light. This design decision is based on a conversation

with founder Crys Worley who indicated the tendencies of

autistic children to develop strong attachments regardless

of consequence and social norm. This idea will also inform

the selection of strong color combinations such as red and

black as well as integrating high contrast. The typographic

portion of the logo for A. Skate will make use of Rockwell

and Helvetica typefaces. Rockwell is bold and its serif

qualities will give the logo a heavy feel, while Helvetica

will carry the brands lighter attitude.

Along with creating a distinctive, impactful and consistent

personality for A. Skate, brand awareness will be elevated

through pro-skater patronage and family testimonial. Pro

Skater appearances and patronage in events, radio, T. V.

and magazine ads are projected to increase merchandise

sales by 25% by the second month of campaign launch,

increase funds for clinics, and raise sponsor donations

by 35%. Flyers, posters and event paraphernalia will help

carry the projects campaign image through various media

platforms and collateral, providing a consistent and effec-

tive guide for the brand. A more organized and visually

cohesive web design will guide visitors into a user friendly,

easy to navigate web page that is informative of the foun-

dations cause, upcoming events and show live footage

that promotes the growing student community.

By purchasing merchandise from A. Skate and as-

sociated brands, customers will not only be able to feel

good and supportive of the cause, but they will also

be getting exclusive limited edition boards, wheels and

cloths from recognize brands such as ETNIES, Zoo York

and American Apparel Skateboarding is as unique and

individual as each of the children that suffer from autism.

The campaign will help elevate the foundations standards

and broaden social networking for families with children

with this disorder. The A. Skate Foundation celebrates and

brings together what would otherwise be worlds apart,

into a growing, exiting and hopeful relationship.


01 | BRAND STUDYPhoToS:

Images taken from S. Skte Foundation Flikr album.

Chris, Ortiz. Askate Foundation Photostream. 2011.

Photograph. www.flickr.comWeb. 24 Aug 2012.

Bester, Leon. Verb Mystery Machine Cruiser-board.

2012. Photograph. http://www.revolution-daily.com-

Web. 24 Aug 2012. .

ReFeRenceS:

Capsule. (2007). Design Matters: Logos, An Essential

Primer For Todays Competitive Market. Rockport Publish-

ing, Inc.

Curtin, Carol. (2010, February 23). The prevalence of

obesity in children with autism Web site: http://w09.

biomedcentral.com/1471-2431/10/11

Color Wheel Pro. Retrieved July 24, 2012 from: http://

www.color-wheel-pro.com/color-meaning.html

Leila. (2012). Autism Awareness: The Significance Of The

Puzzle Piece. Retrieved on July 27, 2012, from http://lifea-

sleels.com/2012/04/autism-awareness-the-significance-

of-the-puzzle-piece.html

OConner, Anahad. (2006, August 3). A Can-Do Approach

to Autistic Children and Athletics. Retrieved March 12,

2012, from http://www.nytimes.com/2006/08/03/

fashion/03Fitness.html?_r=1&pagewanted=all

Parker-Pope, Tara. (2010, January 22). The Cost of Autism.

Retrieved March 12, 2012, from http://well.blogs.nytimes.

com/2010/01/22/the-cost-of-autism/

Talk About Curing Autism. (2012). About Autism. Retrived

March 15, 2012, from http://www.tacanow.org/about-

autism/

www.askate.org

GROWSKATEHOPE



Skateboarding & autism are a great fit: no team, no coaches, no rules!


02 | BRAND PROCESS

S T R E N G T H S Friendly, engaging and experienced staff.

Unique Only skateboarding therapy available.

No coach, no team, rip solo.

Socially interactive, mentally stimulating

& physically challenging.

Free of cost to the families of children who

Participate.

Support from skate boarding community and

Autism Speaks.

O P P O R T U N I T I E S Certification and sanctioned from medical Community.

Pro Skater appearances and patronage.

Getting on site certified medical staff.

Autism research by certified ABA.

(Applied Behavioral Analysis) specialist.

Joining the National Go Skateboarding Day to see skateboarders in towns around the country

Invest part of there GSD taking a autistic child

Skateboarding

W E A K N E S S E S No revenue from clinics. Rely on donations to make

efforts possible, no revenue from clinics

Not medically certified or officially sanctioned

No professional medical specialist on staff.

Lack of branding consistency.

Scattered and unorganized web-page.

T H R E A T S Possible accident law suits

The cure to Autism

Possible imitators of autism therapy through

Skateboarding.

T o analyze the current state of the A. Skate Foundation in order to determine a convincing marketing campaign that will raise awareness, increase participation and

volunteer registration, intensify donation from both

the private and public sector, while adding value and positive presence of the brand

|01 SWOT GRID & GOALS

By evolutionary re branding the A. Skate Foundation and creating a more unified and defined identity the genuine through multiple platform such as articles in web pages, TV and web features, ad campaign, social and mobile media; credibility and brand awareness amongst possible participants, volunteers, sponsors and partners who make possible all of A. Skate efforts free of cost to the families


02 | BRAND PROCESS | 02 MOODBOARDS

A skate is a non-profit service offered at know cost to the participating families of these clinics for autistic children one of the most important elements is the patronage of skaters around the country to serve as teachers and volunteers,

everyday heroes that give up their time and experience

in skateboarding to share this activity with autistic chil-

dren. From the tenants Caring and Genuine the mood

board would be best described with the word: Heroes.

Heroes are strong and firm believers of a cause and

would give anything to help. Besides being powerful in-

dividuals, their passionate and gentle.

The mood board was design with the skateboard-

ing community and the families of the children in mind.

Skaters or our silent humble heroes are helping Autistic

children to move forward and improve there live.


02 | BRAND PROCESS

EVOLUTION OF THE BRAND LOGO

A s a necessary step to increase the credibility of the A. Skate brand a more professional and versatile logo was needed to relate to the new brand identity. The previous version main issues include readability when scaled smaller, the lack to be memorable and unique once taken apart from the image and the tag line and inability to convey a professional quality to the visual identity of the brand.

The new evolved A. Skate logo reflects the caring and genuine spirit of the foundation. Its simplicity not only provides the ability to be used under many visual variables but also speaks out humbly yet confident of its true value. The brands identity becomes through the logo, a professional grade entity respectable yet charming and unique.

PREVIOUS VERSION

| 03 LOGO MARK


02 | BRAND PROCESS | 03 LOGO MARK

HYBRIDThis version of the A. Skate logo is the

primary format to be used in most cases

or where ever is permitted according to

the A. Skate style guides logo integrity

and usage section to represent the

brand. The combination of the new

logotype and the revised icon help

correct interpretation of the brand

LOGOTYPEThe A. Skate Foundation logotype has

no Icon on the left. The word The

has been placed on the left side to help

balance the mark in a more horizontal layout. This version of the logo shall be

used in areas where the majority of the

space is text.

ICONThe icon is boldness triggers a quick

response to the viewer. Allowing the

brand to be recognized from a quick

glance. The icon should be used in

places where imagery is heavy where

depending on the background the

silhouetted version should be used.


02 | BRAND PROCESS |04 PRINT & COPY

GROWSKATEHOPE

HEADERSCLINICS REGISTRATIONSHE ALSO MADE fRIENDS WITH SOME PRETTY COOL

DUDES!

BODY COPY Not just skaters, they were teachers who reached out to my son and made a connection. I have never seen my son more focused and engaged! For 2 hours Jonathan skated and was attentive to the directions given. The day with A. Skate built confidence in my son, and has had a lasting effect. He is very proud of his accomplishment and just cant wait to skate again.

-Donna M. [email protected]

TAG LINE


02 | BRAND PROCESS |04 PRINT & COPY |05 DIGITAL MEDIA

T he new design concepts for the A. Skate Foundation will carry the genuine personality by adding basic visual elements that will facilitate an easier navigation. The A. Skate Foundation will reflect the professional standards by which the foundation is managed. These visual elements will also structure the websites content into a more manageable clusters of data and information. Encouraging users to focus on and explore deeper into the websites architecture.

User Experience plays a key role in consumer trust towards the brand, how customers experience not only the website but also the way the site handles their personal information becomes key to shaping their overall impression of the brand (Westerman)

WEBSITES

MOBILE APPLICATION


02 | BRAND PROCESS | 06 VIDEO ANIMATION

T he A. Skate Clinics is much more dynamic and jittery. Through a series of cuts to different framing of the same images the viewer will be able to take a close look at the different aspects of the

image without it having to be still for too long in which

case the viewer might get bored. In each cut the image will

be ornamented with an animated arrow which symbolizes

the progressive attitude of the program and the skaters.

The color of the arrows will change from set to set in the

hues of the color swatches. Between in set of images

both descriptive words Silent Hero and Heart will be

animated in the same way to later reveal the whole word

in a variation and combination of different colors according

to the swatches. For the last scenes the static mood board

framing will come to life with a zoom in to all the skaters how they stand in the composition. All other elements

of the board will subsequently animate in the fast and

jumpy way in rhythm with the chosen song. Finally the

Logo will reveal itself to full frame sitting there for the last

few seconds of the sequence to allow it to be read by the

viewer.

DESCRIPTIVE WORD: SILENT HERO


02 | BRAND PROCESS | 06 VIDEO ANIMATION

B y using only elements already present in the Static Mood Board I will frame the dynamic mood board with complete relevance to its predecessor and the design concept behind the board.

The first section will be a fly through and pan across

the different family structures that have taken part in

the A Skate Clinics. There will be a audio bed of a lively

song which focuses on the happiness of family and all its

support to such a condition. For the second section in

which the Font style and color scheme will presented to

the audience I will have a music change to something along

the same line yet a little more corky or funnier, with which.

The word will be separated by there phonetic while also

changing color background and font size until the whole

word appears with an image that describes or accentuates its meaning or relevance to the a.skate Brand and Ethos.

Continuing with the same music the next transition will be

a simple cut of a vector skateboard appearing on screen as it fills and disappears. A pattern of rotating images of the

same skateboard will be spinning as one of them zooms in to transition to white where the A Skate logo will animate

in.

ACCEPTANCE & HOPE


02 | BRAND PROCESS

2

3

4

5

| 07 INfOGRAPHIC

1AUTISM ?

Before getting to any specifics of how the campaign will elevate the brand it is important to have the client understand why and how were the visual concepts created.

THE EPIDEMIC

After introducing the key element of the campaign and the A. Skate Foundation the problem concerning the growing number of cases in the past decade is presented through the use of fact from the Center for Disease Control and Prevention (CDC).

fACING THE CHALLENGE

From the same source the info graphic will then shows what does this situation means for all the families affected by this epidemic. Concepts about the emotional and physical aspects will be presented

WHY A. SKATE?

This burden can really be an influential element in the overall health of the child and his family. We began introducing the main target audience this way. Understanding how household confront these issues and what sort of therapies are available for them to choose from is important for positioning the brand with its competitors and general classification for the type of service the organization provides. Two separate charts will sequentially compare A. Skate with other types of treatments (biochemical,

VISION , AUDIENCE , STYLE & DELIVERABLE

From this point forward the info graphic then emphasizes on how re branding will help position the brand as caring, genuine (down to earth) and engaging organization with the professional standards and respect that any family and child with ASD deserve.

1

2

3

4 5

S INFORMATION WORKFLOW


02 | BRAND PROCESS

The A. Skate info graphic purpose is to inform and present the client to the Campaign direction and rationally. It was created with a vertical layout of 1000 x 4105 pixels. This format takes in consideration that will be presented to the client in a web page or digital medium permits scrolling. Scrolling is necessary in order to guide the viewer from top to bottom as it narrates why skate boarding and autism simply just fit together, how they complement each other but most importantly why skating can be the simplest yet most rewarding treatment for children in the autistic spectrum.

| 07 INfOGRAPHIC

FINANCIAL

ANNUAL MEDICAL COST

$10,709 PER CHILDABOUT SIX TIMES HIGHER THAN COSTS FOR CHILDREN WITH-OUT AN ASD ($1,812) IN 2005

NOT INCLUDING,

INTENSIVE BEHAVIORAL INTERVENTIONS AT

$40K-$60K PER CHILD

SKATEBOARDING IS ABOUT HELPING FAMILY

AUTISM DOESNT ONLY AFFECT THE CHILDmeeTIng The comPlex needS oF A chIld WITh ASd cAn PuT FAmIlIeS undeR A gReAT deAl oF STReSS.

FACTS & STATS

boyS

4X MORE LIKELY THAN gIRlS TO HAVE AUTISM1970 1995 2000 2004 2008 2012

1 in 10,000

1 in 500

1 in 1501 in 125

1 in 110

1 in 88

1 in 1,000

1in88

T h e P ReVAlence oF obeSITy In chIldRen

30.4% 23.6%WITH AUTISM

WITH OUT AUTISM

AUTISM NOW AFFECTS


03 | STYLE GUIDE


This day seemed to harmonize their happiness! This organization is a real blessing in that it gave both a sense of accomplishment.

Donna K., Knoxville, TN


03 | STYLE GUIDE

COLOR PALETTE

A. SKATE BLACK & WHITEBlack & White: Black will add contrast causing the primary color palette to stand out

if necessary. Whites good and positive denotations for the non-profit will elevate

the organizations vision while also serving as negative space to maintain a clean look

throughout A. Skates design elements.

A. SKATE REDRed represents the strength of a unified autistic and skateboarding community. It

mirrors the parents devotion and life long sacrifice to maintain a health environment

for the child. Red symbolizes love, the most important element of any childs life.

A. SKATE YELLOWRepresent the youth and innocence of children with ASD, their energy and cheer-

ful spirit. Their happiness and that of their parents who only concern is to provide a

healthy future for their special child.

A. SKATE PURPLEPurple represents the mysterious aspect of the Autistic Spectrum Disorder and all its undefined characteristics. This color combines the stability of blue and re affirms the

energy of red. Not only does this resemble the balancing act and high energy

of skateboarding but also the firmness and the brand.

| 01 COLOR PALETTE PANTONE BLACK RGB 0.0.0 CMYK 100.100.100.100

PANTONE DS 78-1 RGB 163.15.6 CMYK 18.98.96.8

PANTONE DS2-1 C RGB 228.203.55 CMYK 8.15.99.0

PANTONE 184-1 RGB 49.52.136 CMYK 100.98.8.1


03 | STYLE GUIDE | 01 COLOR PALETTE

There are many factors that can in-

fluence accurate color reproduc-

tion. These include paper stock,

ink coverage, line screen, and various processes from different printers. For

optimal results, work with your printer to

match the colors indicated in these guide-lines. Also use the appropriate chips for

matching purposes when reproducing these colors in other media such as fabric, plastic,

paint, etc.

SPOT COLOR

For printed applications use spot colors whenever possible. For A. Skate Red match to PANTONE DS 78-1, for A. Skate Yellow match to PANTONE DS 2-1 C, for A. Skate Purple match to PANTONE DS 184-1 , and for A. Skate Black match to PANTONE Black. The standard for these colors can be found in the current edition of the PANTONE formula guide.

FOUR COLOR PROCESS (CMYK)

Printing with PANTONE color inks is preferred, however, spot color reproduction is not always an option. Four-color process printing may be used when necessary. See CMYK formula listed on the color palette section of the A. Skate style guide.

ELECTRONIC COLOR (RGB)

RGB stands for red, green and blue. The combined use of these colors according to the subtractive color theory create an on-screen image. Commonly used in video, web pages and other digital media. See RGB formula listed on the color palette section of the A. Skate style guide.

| 02 COLOR APPLICATION


03 | STYLE GUIDE

Rockwell ROCKWELL

EXTRA BOLDThe Rockwell font

family serves to dis-play rather then serve

in lengthy bodies of text.

Calibri cAlIbRI bold

Calibri primary function will be for

copy and lengthy bodies of text.

ABCDEFGHIJKLMNOPqRSTUVWxYZabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*+|

ABCDEfGHIjKLMNOPqRSTUVWxYzabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*+|

ABCDEFGHIJKLMNOPqRSTUVWXYzabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*+|

A B C D E FG H I J K L M N O P Q RST U V WX Y Zabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*+|

A b c d e Fg h I j K l m n o P q RST u V Wx y zabcdefghijklmnopqrstuvwxyz1234567890 !@#$%^&*+|

| 03 fONT APPLICATION


03 | STYLE GUIDE | 03 fONT APPLICATION

E ven as it edges closer to the mainstream, skateboarding remains on the fringe. Its still an emblem of rebellion, still a little outlaw. Theyre often thought of as different. Those of us who skate view skateboarding as an outlet to express our individuality and creativity. What better sport to represent kids who are too often thought of as outsiders

-Ryan Shekler

BODY COPY

HEADERS & T I T L E S

CLINIC REGISTRATIONAppLY NOw fOR gEAR gRANTS

TAG LINE

GROW SKATE HOPE


03 | STYLE GUIDE

| 04 IMAGES & TExTURES

IMAGESImages utilized in any A. Skate element should speak out for the foundations key

tenets of caring engaging and genuine. Descriptive words include but are not lim-ited to: Personal, up close, details, movement, child instructor contact, communica-

tion between, happy, joyful, saturated, mid-level contrast No drop shadows to place

images in compositions. Black & White Used with tag lines, headers and logo.


03 | STYLE GUIDE

| 04 IMAGES & TExTURESTExTURESHigh Definition, detailed to add depth and character according to

the A. Skate brand Related to Skateboarding gear and elements

(ramps, grip tape, wood, wood scratches, etc,) Show the true

roughness and sacrifice of the brand and the sport.


03 | STYLE GUIDE

When placing the logo on surfaces 9x12 inches

(full page) or smaller, use one of the logo sizes above.

FULL PAGE 5 in 1/2 PAGE 2.5 in 1/4 PAGE 1.25 in MINIMUM

| 05 LOGO SIzE & CLEAR SPACE


03 | STYLE GUIDE | 05 LOGO SIzE & CLEAR SPACE

The A. Skate logo is a key element of the brands identity. It is one of our most valuable company assets, and consistent usage enhances marketplace recognition. To ensure integrity and legibility, the A. Skate logo should be kept clear of competing text, images and graphics. It must be surrounded on all sides by an adequate clear space. Whenever possible, maintain more clear space around the logo than the minimum specified. x

x

x

2(x)

2(x)

2(x)

FIGURE 1

x1/4 x

1/4 x

1/2 x

1/2 x FIGURE 2

x

1/2 x

1/2 x1/4 x

1/4 x

Recomended clear space

Minimum clear spaceFIGURE 3

x

1/2 x

1/2 x1/4 x

1/4 x

Recomended clear space

Minimum clear space

FIGURE 4

The minimum clear space for the one-color icon version (see figure 1) is X, where the value of X is the height of the A crossbar.

The clear space for the two-color version of the A. Skate icon logo (see figure 2) minimum clear space is 1/4 of X, where X is equal to the distance from the horizontal edge of the A ascender to the right edge of the child skateboard.

The minimum clear space for the logotype (see figure 3 ) is 1/4 of X, where the value of X in the is derived from the height mark from the top of the A in the word A. Skate to the bottom of the o in the word Foundation.

For the hybrid version (see figure 4 ) the minimum clear space is 1/4 X, where X is equal to the height, measured from the head of the adult figure to the wheels of the lowest skateboard.

FIG

UR

E

FIG

UR

E

FIG

UR

E

FIG

UR

E

1

2

3

4


03 | STYLE GUIDE

RECOMMENDED COLOR USAGE The A. Skate logo colors are taken from the Style guide color palette but is limited only to red, black and white. Yellow shall only be used on the A abbreviation period on the three

color version for the logotype and hybrid version. These colors are distinctive, impactors

and the most representative of the professional qualities of the A. Skate brand essence.

Consistent use of these colors builds brand awareness and loyalty.

FILE FORMATS The logo has been created as a graphic file in various formats such vector EPS to be used on large scale versions of the logo such as billboards and tiff, png and pads. Customized

logos have been created. There is digital art available for every version, so do not attempt to

re-create the logo. Also, never alter the logo. See next section for more information on logo

usage.

PHOTOGRAPHIC & TExTURE BACKGROUNDS The A. Skate logo may be placed on a photographic or textured background provided there is sufficient contrast to differentiate the foundations logo from the background. Avoid

complex textures and photographic backgrounds or distracting patterned backgrounds that

might obscure the A. Skate logo.

03 | STYLE GUIDE | 06 LOGO INTEGRITY


03 | STYLE GUIDE03 | STYLE GUIDE | 06 LOGO INTEGRITY

A. SKATE LOGODO NOT... FOUND RAISERS EVENTS

Anniversary

TM

only clinics...

THE ExAMPLES TO THE RIGHT DEMONSTRATE INCORRECT USES OF THE A. SKATE LOGO.

1. Do not Link any text to the left, right or top of the logo.

2. Do not tile or use as pattern.

3. Do not use individually or separate logo elements from already established logo versions.

4. Do not use the logo with, or as part of, another logo or symbol or create a logo-like graphic that competes with the logo.

5. Do not add the word trademark or registration symbols (TM or

) to the logo.

6. Do not use the logo in headlines or sentences. Use the words A. Skate Foundation in the same font as the corresponding text.

7. Do not use it in any color other than three established colors or apply the logo on low-contrast backgrounds and textures.

8. Do not enclose the logo in a shape.

9. Do not rotate, invert, spin, angle or pivot the logo.

10. Do not skew, bevel, fold, dimensionless, stretch, add a drop shadow or otherwise alter the shape of the logo.

11. Do not grant permission for other companies to use the A. Skate logo without approval from A. Skate marketing division.


GROWSKATEHOPE


04 | BRAND SOLUTION

S kate clinics are offered in skate parks around the country. Most of these parks are heavily decorated by skate industry sponsor banners, stickers, gratifies, posters and murals. A. Skate is challenged to create a space that can be noticed over the bombarded walls, were customer feels comfortable under the trust and values of the brand.Items included are mesh Banners, Pennant Strips, Outdoor banners, Display Pop-Ups, floor Graphics, wheat-paste posters, custom print tablecloth, ramp and coping graphics.

| 01 CLINIC/EVENT PROPS


04 | BRAND SOLUTION | 01 CLINIC/EVENT PROPS

A ccording to Internet World Stats 78% of the US population were internet users in mid 2012. The A. Skate campaign must also target the growing number of internet savvy population in the country in order to maintain itself in its competitive market, raise awareness and donations.A complete restructuring and redesigning of all major digital platforms such as web page, mobile applications and sites, Facebook, Tweeter, Blog, Instagram, YouTube / Vimeo Channel is necessary in order to unify and strengthen the brand under a respectable and trustworthy image.

| 02 DIGITAL MEDIA


04 | BRAND SOLUTION | 03 AD CAMPAIGN

A series of ads featuring pro-skaters and true short stories about autism and how they relate by being both outsiders and many times misunderstood. Targets specific moments/events where

the target audiences are looking

These ads can be repeated over a variety of mediums

including magazines such as Rolling Stones, Trans World

Skateboarding Magazine, Mens Health, Womens Health,

ESPN Magazine, Autism Advocate etc. Outdoor media

such as Posters, Bus Signs, Bus Stop, Floor Graphics,

stencils and wheat-paste posters The Ad will also be

adapted for TV, web-video and radio.


04 | BRAND SOLUTION | 03 AD CAMPAIGN | 04 LETTERHEAD & STATIONARY

I t is important that brand presence be visible in all aspects of the organization. Outside imagery and branding can only be consistent if internally the organization has a clear vision of what the brand

represents. Daily documentation and paper work should

display the qualities and characteristics that make A. Skate

a solid organization.

Letterheads, envelopes, contracts, invoices, clinic

registration, disclosure, grant applications, volunteer

applications, business cards, holiday wishes cards,

press(kit) releases, proposal documents, news letter,

e-mail, donation tax receipts must all be branded under

the same style guide.


04 | BRAND SOLUTION | 05 SKATEBOARDS & GEAR

L imited edition custom A. Skate boards, gear and apparel designed by leading industry brands such as Zoo York and Vans. Board design will also be available to purchase through Teck-Deck

fingerboards and mobile games.

These will not only improve the overall credibility

of the brand by receiving support and acknowledgment

from industry leaders but it will also generate revenue

from those who are hesitant to just donate. Knowing that

proceeds got o support the A. Skate create a feel-good

sensation that will affect the possible purchase.


04 | BRAND SOLUTION

ion

The Skate FoundatA.

N ot only can apparel be sold as gifts and memorabilia, but it can also serve a staff uniforms. The consistency of A. Skate branded through various items such as the staff will

support the experience and organization of the event and

organization. Searching for the person with the A. Skate

shirt also affect how the brand is seen on other mediums.

The logo will be associated with that helping and guiding

hand.

| 05 SKATEBOARDS & GEAR | 06 fASHION APPAREL

STAFF

REVITALIZING THE A. SKATE FOUNDATION | PROJECT BOOK

WWW.ASKATE.ORG

GROWSKATEHOPE

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