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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

PERSONA # 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.

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PERSONA # 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. during 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 diag-nostic of Adams condition at the age of 4. Jamies days are spent

between taking Adam to costly therapies and medical appoint-ments. 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 stressful 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.

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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 un-healthy 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 Cur-

ing Autism, 2012) Children who receive an early diagnosis,

intense behavioral intervention, medical treatment, 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 be-

lief 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 preva-

lence 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 change the percep-

tion that children with autism cannot participate in physi-

cal activities. What is most important to the cause is that

physical skill is not what keeps autistic children from partic-

ipating in activities; it is social skills. Children with autism

have a difficult time communicating and relating to others.

ABSTRACT

A fast growing number of American families to-day face one of the leading neurological disorders, autism. Without the necessary treatment and care, children can grow to live secluded and misunder-stood lives. Adaptive Sports Programs can alleviate many conditions of autistic children while integrating them into a social environment. The A. Skate Founda-tion 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 communities, gain participants and increase funding.

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 af-fected 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 finan-

cial burden can prevent their loved ones from receiv-ing adequate medical attention, especially given many

health insurance policies do not cover autism treat-

ments. For those who have extreme limitations, there

is very little government or private financial assistance

available. Recognizing these circumstances, the A. Skate Foundation introduced skateboarding to autistic chil-

dren in 2003 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, special educa-

tion 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 bio-

| 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 standing of the autistic participants and involved com-munity, 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 participa-

tion and clinic demand must take place. Increase in so-

cial media platforms, such as Facebook and Twitter, ban-

ner ads on autism and skateboarding related web sites

as well as brochures, pamphlets and stickers handed out

in skate parks and autism clinics through out the nation.

The second initiative is to increase the necessary vol-unteers, staff, and private sector financial support. The main focus will be placed on the skateboarding indus-try to support the structure and grants given to children, which will provide students and participating families

with skateboarding gear to carry on the activity routinely.

Rebranding 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 emotional

response from both sectors. The iconography of a moth will be incorporated into the imagery of the logo as a concep-tual 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 au-

tistic 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 quali-

ties will give the logo a heavy feel, while Helvetica will carry

the brands lighter attitude.

biomedical intervention, skateboarding is completely free

and absolutely harmless. What better sport to represent

kids, who are too often thought of as outsiders, than skate-

boarding? Helping to develop motor skills and social inter-action through an individual sport, skateboarding is a per-

fect match for autism. In light of this integral combination,

the A. Skate non-profit organization needs funding to con-

tinue providing alternative therapy at no cost to participat-

ing families, alleviating in whatever way possible financial

struggle to receive quality alternative treatment.

The effects of autism can incur unpredictable and of-ten 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 in-dividuality and creativity. Athletic programs for autistic chil-

dren, 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 al-lows them to form a sense of membership 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 under-

The effects of autism can iccure unpredictable... Like skaters, autistic children dont follow the herd.


01 | BRAND STUDYmedical 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 so-cial interaction through an individual sport, skateboard-

ing 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 unpredictable and

often times unruly behavior. Like skaters, autistic children dont follow the herd. Theyre often thought of as differ-

ent, 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 un-

derstanding of the autistic participants and involved com-

munity, 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 participa-

tion and clinic demand must take place. Increase in so-

cial media platforms, such as Facebook and Twitter, ban-

ner ads on autism and skateboarding related web sites

as well as brochures, pamphlets and stickers handed out

in skate parks and autism clinics through out the nation.

The second initiative is to increase the necessary vol-unteers, staff, and private sector financial support. The main focus will be placed on the skateboarding indus-try to support the structure and grants given to children, which will provide students and participating families

with skateboarding gear to carry on the activity routinely.

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 emotional

response from both sectors. The iconography of a moth will be incorporated into the imagery of the logo as a concep-tual 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 au-

tistic 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 quali-

ties will give the logo a heavy feel, while Helvetica will carry

the brands lighter attitude.

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


01 | BRAND STUDYAlong 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 plat-forms and collateral, providing a consistent and effective

guide for the brand. A more organized and visually cohe-sive web design will guide visitors into a user friendly, easy to navigate web page that is informative of the foundations

cause, upcoming events and show live footage that pro-motes the growing student community.

By purchasing merchandise from A. Skate and associ-ated 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 so-

cial 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, ex-iting and hopeful relationship.

References:

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

For Todays Competitive Market. Rockport Publishing, Inc.

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

sity in children with autism: a secondary data analysis us-

ing nationally representative data from the National Survey

of Childrens Health Web site: http://w09.biomedcentral.

com/1471-2431/10/11

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-au-

tism/

Images taken from S. Skte Foundation Flikr album.

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.

To 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

As 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 essence and loyalty.

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 | 07 INfOGRAPHIC

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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.

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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 or-

ganizations vision while also serving as negative space to maintain a clean look through-

out A. Skates design elements.

A. SKATE REDRed represents the strength of a unified autistic and skateboarding community. It mir-rors 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 cheerful 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 skate-boarding 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 influence accurate color repro-

duction. These include paper

stock, ink coverage, line screen, and various processes from different print-

ers. For optimal results, work with your

printer to match the colors indicated in these guidelines. 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 limited to: Personal, up close, details, movement, child instructor contact, communication

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

ages 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 SIZE

| 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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