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Last month the course objective was to design and compile the assets we’ve worked on for the last nine months into a campaign project book.
This was a very challenging month identify and successfully combining two aspects of the organization into a design that expressed the uniqueness of the campaign brand essence.
We started out with two concepts, for my campaign I created one that focused on the community PRISMS offers and the second focused on the medical and research aspect.
After these initial designs the task was to combine them into a final book design that expressed the organizations brand essence. The cover of the final book below shows the blending of community images with the molecules and DNA structures to present a comprehensive image of the organization.
Inside the book contains four sections Brand Research, Creative Development, Style Guide and Design Solutions.
Brand research explores the organizations history, target audiences, and competition.
Create development looks as the process of developing the logo and brand family exploring the reasoning behind the design decisions.
The Style Guide provides direction for logo usages, brand support, image selection criteria, colors and copy voice guidance.
Examples of final designs are provided in the Design Solution section this includes stationary, website, customization for Facebook and Twitter, as well as a membership and donor package.
For a look at the complete campaign project book visit: http://www.youtube.com/watch?v=FDjsqXQb7ZU
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This week I worked on the video for the campaign and expanded the organizational background information to express that PRISMS is a non-profit organization that focuses on expanding public awareness about Smith-Magenis Syndrome (or SMS) a rare genetic condition related to the 17th Chromosome that results in delayed development, intellectual disabilities, self-injurious behaviors, and an inverted sleep cycle. The video also incorporated the final three assets: the social media sites, membership package and donor package.
This has been a challenging course exploring the various methods and formats of infographics. Infographics can be very useful in displaying complex information in a visual format that is easier to understand. They require a great deal of research and, planning to display the information in a concise manner which is visually engaging and leads the viewer through the desired story path. I struggled with including the volume of information required for the infographic this month. I could see the story that could be visually expressed in the history and services of the organization, I was comfortable with its utilization for exploring Smith-Magenis Syndrome, and the style specifications, however incorporating all three and adding the campaign assets let me into a complex configuration I was unable to solve to my satisfaction in the allotted time with competing priorities.
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As the primary public face of the organization it is important the website portrays the values of the organization. It is the initial introduction to the organization and the brand, therefore having the content of the site and the associated files, and assets support the new branding effort is critical to producing the cohesive identity that has been lacking on the existing site.
In an effort to promote clean organization for the site, content has been grouped into service areas. The primary sub-areas for each service group are listed in the main navigational panel. A breadcrumb trail has been incorporated into the site design between the header and the navigational panel to increase the awareness of users for their location on the site, and provide quick links for them to backtrack to previous areas of the site.
The sites development was planned to accommodate an iPad, or other 10 in table, in it’s layout and to condense to a navigational list for use on phone sized mobile devices.
Stationery & Business Card
To ensure the continuity of the PRISMS brand new letterhead and business cards have been developed utilizing the redesigned logo and color palette.
The letterhead lists the services offered by the organization in the left margin to provide a clear and concise listing of the types of elements that are provided under each of the service headings. Each service is listed in a color established for that service that carries across all of the new assets. Community services, documents and communications are colored red, while research is blue, and educational materials are gold.
To increase the impact of the new brand mark, the hexagonal brand element, is used at reduced opacity and enlarged size to produce a watermark effect on both the letterhead and the envelope face. It is also utilized on the front of the business card with the new tag line.
With the commonality of electronic communication, it is important to use this medium to continuously reinforce the brand of the organization. By developing a standard signature for formal communications, as well as graphics that can be utilized in the signatures of members, there is the potential of exponentially increasing the exposure of the organization and its brand to individuals who may never seek out the organization on their own.
Email Signature Formatting specifications and guidelines have been developed to distribute to members that are official representatives, and communicate on behalf of the organization.In addition to e-mail signatures there are templates for each of the service areas to make communicating with members and e-mail letterhead templates to provide a continuity when communicating with individuals outside of the organization.
For members who are not officially representing the organization, but who would like to show their support of the organization and help share the message of PRISMS a set of images have been developed that can be included in their personal e-mails that are consistent with the organizations new branding.
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Elsea, Sarah H; and, Finucane, Brenda (March 2009) Smith–Magenis Syndrome. In: Encyclopedia of Life Sciences (ELS). John Wiley&Sons, Ltd: Chichester. Retrieved 1/29/2013 from http://www.prisms.org/pdf/Research/SMS2009.pdf
Hélène De Leersnyder, MD, Marie-Christine de Blois, MD, Bruno Claustrat, MD, Serge Romana, MD, Urs Albrecht, PhD, Jürgen-Christoph von Kleist-Retzow, Bruno Delobel, Géraldine Viot, Stanislas Lyonnet, Michel Vekemans, MD, PhD, and Arnold Munnich, MD, PhD (July 2001). Inversion of the circadian rhythm of melatonin in the Smith-Magenis syndrome. The Journal of Pediatrics. pp111-116. Retrieved on 1/19/2013 from http://www.sbri.fr%2Ffiles%2Fpublications%2Fde%2520leersnyder%252001%2520j%2520pediatr.pdf&ei=Zyb6UM67MOuB0AGmjYCABg&usg=AFQjCNGunzcjsTVPLeMQSyikpU8jT0wXrA
Hélène De Leersnyder, Bruno Claustrat, Arnold Munnich, Alain Verloes (June 2006). Circadian rhythm disorder in a rare disease: Smith–Magenis syndrome Molecular and Cellular Endocrinology, Volume 252, Issues 1–2, 27, Pages 88–91 http://dx.doi.org/10.1016/j.mce.2006.03.043 Retrieved on January 23, 2012 from http://www.sciencedirect.com/science/article/pii/S0303720706001626
Laje G, Morse R, Richter W, Ball J, Pao M, Smith ACM. 2010. Autism spectrum features in Smith–Magenis syndrome. Am J Med Genet Part C Semin Med Genet 154C:456–462. Retrieved on1/19/13 from http://www.prisms.org/pdf/Research/Laje_ASD_SMS_AJMG154Cp456.pdf
Staci C. Martin, Pamela L. Wolters, and Ann C. M. Smith (March 29, 2006). Adaptive and Maladaptive Behavior in Children with Smith-Magenis Syndrome. Journal of Autism and Developmental Disorders, Vol. 36, No. 4. Retrieved on January 19, 2013 from http://www.prisms.org/pdf/Research/Martin_JADD-36-4_2006_Malad_SMS.pdf
Online Clock.net (n.d.).Biological clocks and circadian rhythms. Alarm clock blog. Online clock.net retrieved on January 23 from http://blog.onlineclock.net/biological-clocks-circadianrhythms/
webtreats via Compfight cc (Photograph) Retrieved on January 24, 2013 from http://www.flickr.com/photos/44071822@N08/4399482400/shaire productions via Compfight cc (Photograph) Retrieved on January 24, 2013 from http://www.flickr.com/photos/9822107@N08/5098746912/
shaire productions via Compfight cc (Photograph) Retrieved on January 24, 2013 from http://www.flickr.com/photos/9822107@N08/4743035842/
Futurilla via Compfight cc (Photograph) Retrieved on January 24, 2013 from http://www.flickr.com/photos/52067454@N00/4518186076/
Pettey, A. (1999). Terry pettey first day of school. Personal photographs.
PRISMS. (n.d.). 0807072022_1_.jpg. Retrieved on July 6, 2012 from http://www.prisms.org/index.php/us/family-support/picture-gallery/category/9-sms-kids
PRISMS. (n.d.). Amy Knoefel. Retrieved on July 6, 2012 from http://www.prisms.org/index.php/us/family-support/picture-gallery/category/9-sms-kids
PRISMS. (n.d.). Deirdre_miller4. Retrieved on July 6, 2012 from http://www.prisms.org/images/phocagallery/positiveExposure/thumbs/phoca_thumb_m_Deirdre_Miller4.jpg
PRISMS. (n.d.). Grace_scully1. Retrieved on July 6, 2012 from http://www.prisms.org/images/phocagallery/positiveExposure/thumbs/phoca_thumb_m_Grace_Scully1.jpg
PRISMS. (n.d.). Jessica_gomez2. Retrieved on July 6, 2012 from http://www.prisms.org/images/phocagallery/positiveExposure/thumbs/phoca_thumb_m_Jessica_Gomez2.jpg
PRISMS. (n.d.). Neil_gonda. Retrieved on July 6, 2012 from http://www.prisms.org/images/phocagallery/positiveExposure/thumbs/phoca_thumb_m_Neil_Gonda.jpg
PRISMS. (n.d.). Sarah_Poole. Retrieved on July 6, 2012 from http://prisms.org/index.php/family-support/picture-gallery/category/9-sms-kids?lang=us
PRISMS. (n.d.). Taylor_martin. Retrieved on July 6, 2012 from http://www.prisms.org/index.php/us/family-support/picture-gallery/category/9-sms-kids
PRISMS. (2005). Ann_ellen_smsrr. Retrieved on July 6, 2012 from http://www.prisms.org/images/phocagallery/2005PrismsConf/thumbs/phoca_thumb_m_ann_ellen_smsrr.JPG
PRISMS. (2005). PRISMS_conference_02. Retrieved on July 13, 2012 from http://prisms.org/index.php/us/family-support/picture-gallery/category/20-2005-prisms-conference
PRISMS. (2006). 000_0062. Retrieved on July 6, 2012 from http://www.prisms.org/images/phocagallery/2006ColoradoPicnic/thumbs/phoca_thumb_m_000_0062.JPG
PRISMS. (2006). Nettie_rick_si_amy_lou_kristi. Retrieved on July 6, 2012 from http://www.prisms.org/images/phocagallery/2006ColoradoPicnic/thumbs/phoca_thumb_m_Nettie_Rick_Si_Amy_Lou_Kristi.JPG
PRISMS. (2007, May). 100_2887. Retrieved on July 13, 2012 from http://prisms.org/index.php/us/family-support/picture-gallery/category/5-2007-1st-annual-5krun-carnival
PRISMS (2011). PRISMS logo. PRISMS 2011 Annual Report. Retrieved on July 6, 2012 from http://www.prisms.org/pdf/AnnualReport/PRISMS_2011_Annual_Report.pd
Smith, J. (2012). IMG_6779. Personal photographs.
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