Graduate Portfolio Project - Rebranding of Boys and Girls Club of America

Table of Contents1.0 Research 3.0 Style Guide

1.1 Abstract 3.1 Voice & Tone

1.2 Research Paper 3.2 Appropriate Imagery

1.3 Communication Audit 3.3 Approved Color Pallet

1.4 Creative Brief 3.4 Logo Specifications

2.0 Campaign Project Objective 4.0 Stationary Packet

2.1 Target Population 4.1 Digital Media

2.2 Design Research 4.2 Advertisements

2.3 Logo Development 4.3 Promotional Items

Research1.0

“Train a child in the way he should go, and when he is old he will not turn from

it.”

Proverbs 22:6 NIV

ABSTRACT 1.1ABSTRACT 1.1

The Boys and Girls Club of America is a non profit organization that has been in existence for decades. It all began with the passion of two women who was disheartened with the fact that young boys in their community were hanging in the streets because they had nothing else to do. From that, they birthed an organization that began at one cen-tral location in Connecticut and later launched into locations throughout the United States.

The mission is to provide a safe place for children to play, laugh, and learn how to become effective leaders. As the program grew from one location where only sports were played, it has since become an afterschool program that provides tutoring, technological instruction, health education, mentor-ing, and sports year long.

Clearly understanding the needs of most of the youth within the program birthed classes for parents as well who were in need of guidance of how to become a better and effective parent.

One of my objectives for this campaign for this project is to expand the program so that concentration can be given to high risk youth who are in dan-ger of being incarcerated.

ABSTRACT

ABSTRACT 1.1

1.1

1.2

"The only way to discover the limits of the possible is to go beyond them into the impossible."

Arthur C. Clarke

RESEARCH PAPER1.2

My research will explore, review, and illuminate methods in which the Boys & Girls Club of America can have a better connec-tion with the community in which they provide ser-vices. They are a non-profit organization that offers after school and summer programming to children from 5 – 18 years of age. Their programming includes academic, technical, empow-erment, and leadership skills. They also offer services to parents of the youth members where they offer parenting classes and GED programs for parents who have not completed their high school requirements. The Boys & Girls Club of America are recognized for having a long standing reputation for making an significantimpact on young lives and communities at large. It is my sincere hope that in my research, I will be able to create strate-gies in which the Boys & Girls Club of America can make their presence in the community more visible and approach-able for children and families who are in desperate need of their services. In particular, my hope is to provide the

tools it will take to reconstruct the pro-gram to meet the need of their com-

munities that have an exceedinly high rate in gang and criminal

activity. While expanding their efforts, the Boys & Girls Club of America would be able to collaborate with neighbor-ing agencies who would be able to assist in the effort by providing a continuum of as-

sistance and motivation for the family all around and provide

safer neighborhoods in which the same families would be proud to reside

in. By increasing their presence in the so-cial media arena and via advertisement.he Boys and Girls Club of America has been using their current logo since 1980. It is a simple blue and white image of two hands holding onto one another. It is one that depicts oneness, together-ness, and community. With the campaign broadening the scope of people they will be serving, it would befitting to design a logo that will encompass youth and fami-lies from all walks of life; from the lower class to middle class.

RESEARCH PAPER 1.2 RESEARCH PAPER 1.2

Although Boys and Girls Club of Amer-ica is particular with changing of their main logo, they have,

however, allowed

for sub titles and logos

to be used for

programs that fall under the program. It would make good business sense to create a logo as a subheading to the organization itself.The media that has been selected for this campaign is to expand through the venue of social, commercials, print, and interactive media. Through social media, Boys and Girls Club of America can actively update users of upcom-ing events and achievements of their members as they progress through the program. t’s an inexpensive method to engage people throughout the world.

This method of technology could be taught to the youth. This will enable them to learn how to integrate having

fun, learning technology and marketing skills all under one roof. “We’re trying to get a broader awareness of our com-mitment to digital literacy. People know our name but they don’t necessarily know what we do,” (NY Times). This will not only educate the community on their works but it will give the youth the know how of what it takes to maintain an organization such as the Boys and Girls Club of America. The commercials displayed on television would be one of relevance and a call to action.With a 30 second spot, the commer-cial would be filmed out of a black and white urban neighborhood with an appearance of hopelessness. youth, which is to prepare them for their adulthood. “In the world of branding, creativity doesn’t require reinventing the wheel, but simply thinking in fresh ways”(Neumeir, M.). This all would be incomplete if there was no voice at-tached to this picture. Felton states that voice is the brand’s image as expressed in language.

RESEARCH PAPER 1.2 RESEARCH PAPER 1.2

Communication Audit

1.3

The single biggest problem in communication is the illusion that it has taken place.

George Bernard Shaw

Programming

CompetitiveLandscape

Computer Technology

Tutoring

Basketball

Mentoring

Photography

minimal registration fee

strategic location

parental skill program

Value Proporations

Meet the need of youth

Raise standards

Encourage them to reach potential

RESEARCH 1.3 RESEARCH 1.3

Key PointsDifferentiation

BrandMission

Reducing Violence

Collaboration with local agencies

Central base for youth in communities

Unlimited growth

Reducing Violence

Collaboration with local agencies

Central base for youth in communities

Unlimited growth

RESEARCH 1.3 RESEARCH 1.3

The one driving force to creativity, innovation and quality among truly successful companies is playfulness and fun.

A.Blanton Godfrey, Chairman and CEO of Juran Institute

Creative Brief1.4

The one driving force to creativity, innovation and quality among truly successful companies is playfulness and fun.

A.Blanton Godfrey, Chairman and CEO of Juran Institute

CREATIVE BRIEF 1.4 CREATIVE BRIEF 1.4

The Boys and Girls Club of America is a

non profit organi-zation that has

been in ex-istence for

decdades. It all be-gan with the pas-sion of t w o w o m -e n w h o w e r e

d i s -

hartened with the

fact that young boys in

their neighbor-hoods were hanging

in the street because they had nothing else to do. From that, they birthed an organizai-ton that began at one central location in Connecticut and later branched into locations throughout the United States.The mission is to provide a safe place for children to play, laugh, and to be-come leaders. As the program grew from being a place where sports were played to becoming an af-terschool program that assists children with their homework and their studies, to becoming a summer school program for

youth so that they will have a continuum of activities through-out the year.As time went on, the more areas that are high in crime were in need of programs that would enable parents to become better parents. This project is designed to expand program-ming in areas that would have a positive impact on the chil-dren and community. In particular, to help reduce gang violence and recidivism amon-gest the youth by providing them with structure, fun, and stability.

CREATIVE BRIEF 1.4 CREATIVE BRIEF 1.4

SWOT Analysis1.5

SWOT ANALYSIS 1.5 SWOT ANALYSIS 1.5

STRENTGHS

THREATS OPPORTUNITIES

WEAKNESSESLongevity

Stable financial history

Community based

Safe environment for youth

Meeting youth’s needs

Programming

Media Presence

Adequate Membership

Monitoring Finances

Non Existent Internal Audits

Unethical and unprofessional staff

Gang violence

Bullying amongest youth

Youth use of illegal substan

Drug Abuse

Recognition of staff

Additional funding

Collaboration

Empower youth

Safe

Fun

SWOT ANALYSIS 1.5 SWOT ANALYSIS 1.5

Campaign Project 2.0

CAMPAIGN PROJECT 2.0 CAMPAIGN PROJECT 2.0

The objective to my campaign project is to rebrand the Boys and Girls Club of America and to take more aggressive steps to reduce gang activity within the inner city neighborhoods. by doing this, we will col-laborate with neighboring local organiza-

tions to bridge the gap of youth who are lost and misguided in the ost disadvantage commuity. The purpose of doing this is to make BCGA the nucleaus of collaborating networks that will extend to every home within the community and to colletively

provide continual ser-vices and programming for our youth following them to adulthood.This will be achieved by intergrading innovative marketing strategies that will display another perception of the Boys and Girls Club and what lengths they would go to in order to produce great children that would in turn become great adults.

CAMPAIGN PROJECT 2.0 CAMPAIGN PROJECT 2.0

Once you choose hope, anything's possible.

~Christopher Reeve

TARGET POPULATION 2.1 TARGET POPULATION 2.1

3,954 chartered clubs and facilities including the following:

1,265 schools356 BGCA school affiliated youth centers

316 public school housing 6% are 5 years and older43% are 6 - 10 years old19% are 11 - 12 years old20% are 13 - 15 years old

12% are 16 years and older55% are male

45% are female

ETHNICITIES

Caucasian 36%African American 28%

Hispanc/Latino 23%Multi Racial 7%

Asian American 3%Native American 3 %

TARGET POPULATION2.1

TARGET POPULATION 2.1 TARGET POPULATION 2.1

2.2

Design Research2.2

RESEARCH DESIGN 2.2 FRESEARCH DESIGN 2.2

Moodboard/Toolbox

RESEARCH DESIGN 2.2 FRESEARCH DESIGN 2.2

RESEARCH DESIGN 2.2 RESEARCH DESIGN 2.2

The moodboard is designed to give a visualation of what one’s brand essence portrays. For the Boys & Girls Club, this moodboard depicts energy, unity, fun, achievement, sportsmanshp, and growth.


The moodboard is designed to give a visualation of what one’s brand essence portrays. For the Boys & Girls Club, this moodboard depicts energy, unity, fun, achievement, sportsmanshp, and growth.

"All kids need is a little help, a

little hope and somebody who be-

lieves in them."

Earvin "Magic" Johnson

Logo Development2.3

"The future belongs to

those who believe in the

beauty of their dreams."

Eleanor Roosevelt


Developing a unique brand for the Boys & Girls Club was a challenge in that it needed to express all of the components described in the abstract. It needed to portray diversity, empowerment, fun, excitement, unity, and growth.

Boy

s and Girls Club of America

Boys Girls


Diversity

Fun Growth

Unity

Excitement

3.0

Style Guide3.0

“The race isn’t given to the swift or the strong - but the one who endures to the end.”

Eccleasiates 9:11 KJV

Brand & ToneThe brand and tone of voice is that unheard sound that reflects off of a company’s prod-uct and/or service. It sets the atmosphere for the consumer, this is what marketing is all about. Captivating your audience with the tools that are used to attract their attention is what’s defined as the tone or voice of a brand.

For my campaign, my logo’s design is created to draw the attention of youth from diverse backgrounds. The strategy is to persuade them to think that if they become a part of the Boys and girls club, they will be able to feel the same energy that bounces off of the logo.

“The race isn’t given to the swift or the strong - but the one who endures to the end.”

Eccleasiates 9:11 KJV

The images selected should be indicative to the brand elements of the Boys and Girls Club. the image’s focal points are of fun, learning, mentoring, team work within an environment that does may not necessarily provide for the youth. The consumer should be able to emotionally connect with the brand.

STYLE GUIDE 3.0 STYLE GUIDE 3.0

Appropriate Imagery



C 100%M 100%Y 100%K 100%

C 75%M 5%Y 100%K 0%

C 75%M 5%Y 100%K 0%

C 0%M 0%Y 100%K 0%

C 15%M 100%Y 100%K 0%

Color Palette


In order to create a visual design and a unique brand essence, a color palette is es-sential in that it distinguishes one’s brand apart from others.


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While conducting research for the Boys & Girls Club and reviewing their logo of the interlocking hands, we realized this logo is in need of a makeover.

The Boys & Girls Club is known for providing a safe, fun, and learning environment for youth for over a hundred years.

As each generation of youth develops into young adulthood, this program has the opporunity to change lives and help them become the best individual they can be.

Redesigning the logo will be one of the tools to represent that concept. The star, the blazing colorful sparks, and children sprinting together in the same direction is to reflect the average young person has the potential to become great beyond their wildest dreams if they shoot for the stars.

ORIGINAL LOGO

REDESIGNED LOGO

Extraordinary ChildrenBecome

Extraordinary Adults

Logo Specifications


L: 1.8728 in.

L:2.3134

in.

L: 1.9565 in.


The diverse logo styles will be used for specific situations such as print, web, and promotional product.

NEW REDESIGNED LOGO

LOGO WITHOUT FLASH

PLAIN LOGO

W 2.2462H 6.66667

W 2.2462H 6.66667

W 2.2462H 6.66667





Logo Variations


Colors are the smiles of

nature.

~Leigh Hunt


The colors selected for the logo are consistent with the brand essence. for the Boys and Girls Club of America. The various colors demonstrate energy, diversity, fun, and excitement.

C 0%M 58%Y 98%K 0%

C 85%M 100%Y 41%K 43%

C 4%M 98%Y 100%K 1%

C 75%M 68%Y 67%K 90%

C 32%M 8%Y` 100%K 0%

Logo Colors


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When creating a logo, there must be con-sistency is it’s intended marketing pur-poses. Changing the logo on a regular ba-sis weakens the branding for the company.

BO YS & GIRL S

&

B O YS

G I R L S




Extraordinary AdultsExtraordinary Children

BecomeExtraordinary Adults

Don’t Do This

Do This

Logo Usage


Margin o.5 in.

Margin 0.2 in.

285 Liberty StreetNewburgh, NY 12550

Stationary


In order to maintain the brand essence and to maintain consistent visual identity, it is important to demonstrate the same energy throughout each component produced for the brand.

Digital Media4.1

The website’s designed for simplicity and easy navigation for the end user. The bright colors and energy it displays is to exude the same type of energy the program provides for the memebers of the club.

DIGITAL MEDIA 4.0 DIGITAL MEDIA 4.0



The concept for the motion graphics piece of the project was to convey the message that although one’s situation may look grim and hopeless, there is still a chance of rising above these obstacles by becoming a part of the Boys & Girls Club. The programming they pro-vide will equip the youth to become successful leaders no matter what path they take.


MOTION GRAPHICS

ADVERTISEMENTS 4.2 ADVERTISEMENTS 4.2

Advertisements4.2There was one font used for this add with two different sizes. This was to draw emphasis on the tagline “Extraordinary Chilren Become Extraor-dinary Adults” which was in Bolton Shadow at 26 pt. The subheading provides the website’s information which was at 14 pts.

Logo PlacementThe logo was strategically placed in the rear so that it will give off the affect of a star in the sky and possibly the youth thinking about becoming a star at the Boys & Girls Club.

ImageryThe image selected was enlarged to project an emphasis to our target audience.

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The Boys & Girls ClubExtraordinary Children

Become Extraordinary Adults

Can’t Think of A Better Place To Grow.Give A Call To Our Office and Find Out

How To Make It Happen or visit our website.

Phone: 845.555.1212website: www.bgca.org




Can’t Think of A Better Place To Grow.

Give A Call To Our Office and Find Out How To Make It Happen or visit our website.

Phone: 845.555.1212website: www.bgca.org



These promotional items show the materials where the brand is acceptably used. The color of the fabrics used must copli-ment the logo. Bright colors will accentuate the black star and illuminate the colorful lettering embossed in the logo.

T-shirts

Baseball Caps

PROMOTIONAL ITEMS 4.3 PROMOTIONAL ITEMS 4.3

4.3 Promotional Items

Traveling Coffee Cup

PROMOTIONAL ITEMS 4.3 PROMOTIONAL ITEMS 4.3

Backpack

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Government & Nonprofit

Graduate Portfolio Project - Rebranding of Boys and Girls Club of America