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1
CHIPPEWA VALLEY FREE CLINIC
2
3
4
5
INDEX
OUR MISSION 8 Mission Statment
10 Logo
11 Typography and Color
12 Campaign Slogan
OUR CAMPAIGN 16 Billboards
20 Bus Decals
22 Posters
24 Direct Mail
28 Brochure & Inserts
32 Video
33 Conclusion
6
7
OUR MISSION
8
In our client meeting with the Chippewa Valley Free Clinic, one
thing became very clear – they can’t serve the community with
out the help of the community. This is described in their
wonderful tagline of, “From the community, for the community.”
This became a key piece of inspiration for our public
awareness campaign. The clinic also had other goals that they
wished would be met through partnering with us on a public
campaign.
One of the biggest being was simply being seen in the
community, which is essential if it’s the community that
allows your organization to flourish and provide health care
and advocacy to those in need. We feel that implementing
a campaign such as the one we have designed will make the
community aware of the clinic and send a clear message of
the importance of their support, whether it be through
volunteering or donating.
From the beginning, we understood the
tradition that is inherent to the clinic
and the work that it has done over the
years to provide services to those in
need in the Chippewa Valley and
surrounding areas. We also came to
understand the ushering in of a new era,
the start of a new chapter, for the clinic
in that they are moving to a new location
which will allow them to better serve the
community. We saw this as an excellent
opportunity to revisit the overall look
and feel of the clinic and the messages
being sent to the public, visually.
OUR MISSION
9
You’ll see that much of the messaging and designs that
follow target donors and volunteers. Volunteers and donors
with continue to be a vital part of the clinic in the years to
come, especially since this new location will require consider-
able funds to makes its services possible.
So, as you can see, the role of volunteers and donors becomes
even more paramount. This is why we chose to put those two
groups at the forefront of our messaging and get them on board
that without them, there is no Chippewa Valley Free Clinic.
We thought a great way to celebrate this new chapter in the
storied history of the clinic would be to offer the clinic a
refreshed and rejuvenated look, one that would excite and
entice people to volunteer and donate. In the coming pages,
you’ll see the manifestation of this new look that was created
with careful consideration of the tradition and history of the
clinic in mind.
10
This is the proposed new logo for the
Chippewa Valley Free Clinic. We
understood the familiarity people
have with their current logo, which
was why we chose to incorporate
the wave elements. While we see
the absence of the heart in favor of
the ‘plus’ sign, we still see a powerful
symbol of health care that is easily
identified with.
CHIPPEWA VALLEY FREE CLINIC
In addition, the ‘plus’ sign suggests a
coming together, a union of sorts, that
we felt described the relationship the
clinic has with the community. This
logo and accompanying text are also
more versatile than the current logo as
they can be used horizontally, vertically,
apart and can easily be be reversed in
white while retaining its visibility.
LOGO
11
ABCDEFGHIJKLMNO P Q R ST U VWXY Z
ABCDEFGHIJKLMNO P Q R ST U VWXYZ
abcdefgh i jk lmnopqrstuvwxyz
abcdefghi jk lmnopqrstuvwxyz
Here you also see the inclusion of the
color orange. In our meetings early on,
it was clear that the client was unsure
of the use of their current color, a very
deep purple. We are proposing orange
in an attempt to pair the clinic with a
color that is more inviting, warmer, and
has a bit of excitement associated with
it. It’s this excitement that will entice
people to consider taking action, via vol-
unteering or donating.
Also paired with the logo is a new, more
modern typeface to clean up and
refresh the look of the clinic. The type-
face we have chosen, Gotham, has ex-
cellent readability and a smooth look
to it that works nicely in our attempt to
have a more inviting, welcoming look at-
tached to the clinic.
TYPEFACE
COLOR
12
WE CAN’T DO WITH OUT YOU
CAMPAIGN SLOGAN
13
As discussed before, we took heavy
inspiration from the clinic’s tagline of,
“From the community, for the community.”
This is most evident in our messaging
that we chose to incorporate into our
public awareness campaign and that
is, “We can’t do, without you.” Without
the support of the community the clin-
ic can’t survive and provide to those in
need. We chose to highlight the word
‘you’ in an attempt to connect with the
individuals seeing our message and
that allows our message to become
very direct and personal. ‘You’ also is
very ambiguous and can be used to
signify anyone, allowing us to go after
people from all walks of life to fill the
many different roles at the clinic,
medical or non-medical.
When this message of, “We can’t do
without you”, is applied in our campaign
it’s most often seen paired with images
of those involved with the clinic doing
what they do at the clinic. This is done
to show the viewer the result of their
help, to reinforce that without the them
the clinic will suffer.
CAMPAIGN SLOGAN
14
15
OUR CAMPAIGN
16
BILLBOARD Because the clinic cannot survive with
out the support of the community, it
only seemed appropriate to implement
a public awareness campaign that
would reach out to potential donors
and volunteers. We suggest using
billboards as a means to target this
audience.
On the bi l lboards, you’ l l see the
application of the clinic’s new look as
well as the “We can’t do without you”
messaging. The messaging here needs
to be short and concise as people aren’t
able to spend as much time with them
as say, a brochure or poster.
PUBLIC
17
BILLBOARD
18
BILLBOARD
19
BILLBOARD
20
BUS DECALS
By creating bus decals we are able to
reach a wider audience. With our bus
signs we wanted to re inforce our
message of “We can’t do with out you”.
With the use of orange and our cam-
paign slogan we are able to convey our
message quickly to the viewer.
VIDEO We created a video to reach the wid-
est range of viewers. It included our
tag line, as well as images that you’ve
seen through out our campaign. It
can serve as a tv spot for Chippewa
Valley Free Clinic. By having a com-
mercial you can send out your message
to a large potential volunteer base.
21
BUS DECALS
22
POSTERS In addition to billboards, we are also
suggesting the use of posters to get the
word out about the clinic and garner
more volunteers and donors. Posters are
versatile in that you’re able to choose who
you’re advertising to by hanging them up
in places of your choice. Sticking with the
cohesive look established for the clinic
allows the Chippewa Valley Free Clinic to
be recognizable in the community and
creates a greater presence.
23
POSTERS
24
DIRECT MAIL
PERSONAL
Another facet of our public awareness campaign is this direct
mail piece that would be sent out to potential donors and
volunteers. The sending of this direct mail piece is meant to have
an emotional appeal to the recipient as it places something
tangible in their hands. The blank volunteer card inside the mailer
is a call to action to support the clinic and if they can’t donate
their time, there is information on the back for donating money.
Although the mailer provides information for both donors and
volunteers, it’s our intention to appeal more to donors through
the use of this direct mailer. It’s our intention, by sending some
thing to them that they can open at their leisure, to create a
casual environment where they would be more apt to donate.
There are two versions of this mailer to consider. Although they
look similar, one involves sending a lanyard attached to the included
volunteer tag to create a call to action and get them excited about
potentially volunteering. The direct mail still functions without the
inclusion of the lanyard and the recipient is still able to fill out and
send in the volunteer card to be contacted later.
25
DIRECT MAIL
26
DIRECT MAIL
There are two versions of this mailer to
consider. Although they look similar, one in-
volves sending a lanyard attached to the in-
cluded volunteer tag to create a call to ac-
tion and get them excited about potentially
volunteering. The direct mail still functions
without the inclusion of the lanyard and the
recipient is still able to fill out and send in
the volunteer card to be contacted later.
27
28
BROCHURE & INSERTS
We then took our look and applied
it to the new chapter of the clinic.
Around the clinic the tool that they
use the most to communicate with
people is through brochures. Our
intent with the brochure was to
make it really versatile. In order to
keep costs down we created one
universal brochure about the clinic,
a long with 3 inserts to fit the different
audiences. The separate inserts are
targeted towards Volunteers, Donors
and Patients. By creating the insert
we were able to personalize the
brochure and give the viewer more
information about the area that they
are interested in.
29
INSERTS
30
BROCHURE | OUTSIDE
31
BROCHURE | INSIDE
32
33
We’d like to thank you again for letting us work with you all
on this public awareness campaign. It was enlightening for
us all to gain experience in working with a client and figur-
ing out a message to send and what might be the best way
to send that message. The resulting look and campaign were
designed to be cohesive and recognizable to give the clinic
more a presence in the community.
We came to understand the importance of volunteers and do-
nors to the clinic and we decided that would be the message
we would send in our campaign. This campaign was also a
nice opportunity to apply the clinic’s new look and introduce
on a much larger scale to the public. We hope you enjoy the
resulting designs and can continue to provide support and
heath care to those individuals in the community that need it.
CONCLUSION
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