mdmfa media design project book
DESCRIPTION
Final Book, September 2012TRANSCRIPT
ProjectBook
ASCULITIS
OUNDATION
The UN4SEEN Danger CampaignA Campaign to Raise the Awareness of Rare Blood Disorders
Introduction 7Creative Brief Brand Attributes 9 Target Audiences 11SWOT Analysis Grid 13 Moodboard 14Research Paper Abstract 15 The Purpose 17 The Campaign 19 Conclusion 21 References 23
Mood Boards 27Logo Development Vaculitis Foundation Logo 29 UN4SEEN Danger Logo 31Print Media Development Sketches 33 Full Ads 34Website Development Sketches 35 Pages 36Motion Graphic Development Sketches 37 PSA Prototype 38
Table of Contents
1.0 Research 2.0 Creative Development
3 The Vasculitis Foundation’s UN4SEEN Danger Campaign
Brand Voice 41The Logos Clear Space Rules 43 Correct/Incorrect Use 44Brand Typefaces 45Brand Color Palette 46 Brand Photography 47Merchandising 49Print Standards Magazine Ad 51 Letterhead/Envelope 52 Outdoor Signage 53Web/Mobile Standards 55Motion Graphic Standards 57
Print Solutions Poster Series 61 Magazine Ad 63 Billboard and Banners 64Merchandising Solutions Welcome Kit 65 Ball Cap/Wristband 67 Vehicle Wrap 68Social/Mobile Solutions Facebook/Twitter Page 69 Mobile Apps 70Website Solutions 71Motion Graphic Solutions 72Conclusion 73Image References 75
3.0 Style Guide 4.0 Final Designs2.0 Creative Development
4
Research1.0
7 The Vasculitis Foundation’s UN4SEEN Danger Campaign
IntroductionThe Vasculitis Foundation is a non-profit
organization whose purpose is to provide
counseling, education and research to victims
of rare blood diseases. Vasculitis is a rare
autoimmune disease that has no cure and
often masks itself in other common symptoms
such as sinus infection and arthritis. The
Vasculitis Foundation’s mission is to “alleviate
the isolation that patients and their families
experience when these life-threatening diseases
affect them” and to “support and empower
patients through education, awareness and
research” (The Vasculitis Foundation, 2011).
The problem that will be discussed in this
paper is the obstacles that impede potential
victims of the disease to be tested early for
vasculitis. The disease is often diagnosed
as common everyday ailments, even to a
trained medical eye, and may remain
undetected for many years. There is no
cure for the disease, but there is treatment
with mild chemotherapy that will allow the
patient live a fairly normal life for many
years. Only through increased awareness The Vasculitis Foundation’s UN4SEEN Danger Campaign7
8
by medical professionals, organizations and
potential patients will this deadly disease be
detected in time to insure a quality life for its
future victims.
The UN4SEEN Danger Campaign’s goal is to
rebrand the Vasculitis Foundation, shedding
light on new methods to get the company’s
message to the general public. Utilizing a
multimedia based social networking element
the campaign will intensify awareness of rare
blood disease, heighten brand image in the
marketplace and increase charitable donation
revenue to the company. The campaign will
employ multimedia elements including
smartphone and tablet applications, social
media, websites and motion graphics to
appeal to the modern, tech-savvy person
of today. The lasting effect of the UN4SEEN
Danger Campaign will be to effectively increase
early detection of vasculitis in potential victims
by recognizing the warning signs of the disease,
utimately leading to extending their life.
8Research
The Vasculitis Foundation’s UN4SEEN Danger Campaign
Call to Action
to increase brand awareness that will
lead to larger donations on the website,
greater awareness of the dangers of blood
disease and ultimately lead to more
people detecting the disease earlier
so they might be treated
Creative Brief: Brand Attributes
The UN4SEEN Danger Campaign’s objective is to effectively rebrand the Vasculitis Foundation
through the use of a integrated multimedia and social media campaign that will increase
awareness and promote early detection ofrare blood diseases with the purpose of stimulating
donation revenue by 10% over the next three years.
Dedication to a cause is one of the founding principles of the Vasculitis Foundation Brand.
The Brand’s founder had a rare blood disease that later took her life and its that dedication to
finding a cause and cure that sets the brand apart from its competition. This dedication
can inspire and attract new consumers that will ultimately lead to increased donations and
memberships with the brand.
The market for vasculitis research is broad and many organizations cover the diseases in
some form. However, the medical reputations for The Mayo Clinic and Johns Hopkins Hospital
make them, in the average patients minds, the first place to look at for all forms of disease,
including vasculitis. As a result, the Vasculitis Foundation would be positioned in a lesser
degree by patients.
campaign project objective
unique selling proposition
brand positioning
9 The Vasculitis Foundation’s UN4SEEN Danger Campaign
10
The Vasculitis Foundation’s value derives from its many years of devotion to its primary goal, to provide
comfort and assistance to victims of rare blood diseases. Through its primary benefits of equity, network
and diverse approach the brand offers a distinctive approach to its members that can nwot be matched by
its competitors.
value proposition
features and benefits
key tenets
educational
charitable
trustworthy
Established EquityMultifaceted ApproachFar-Reaching Network
Utilizing 25 years of brand
equity will aid in securing
donations from larger clients
and forming new partnerships.
By covering all forms of vasculitis
the company canreach a broader
spectrum of the population and
provide a full array of services
including researchand counseling,
thus elevating brand awareness
A dedicated network of
members in several states
helps deliver new initiatives
to patients and professionals
aiding in earlier detection
and treatment.
10Research
11 The Vasculitis Foundation’s UN4SEEN Danger Campaign
Creative Brief: Demographics
teens and young adults
15-25adults 25–40
that use social media websites
such as Facebook and Twitter
that live an on-the-go lifestyle that utilizes
phone and tablet applications on a
regular basis
12Research
Creative Brief: Demographics
adults 40+
medical professionals and outreach groups
that have a history of chronic health problems and use the internet as a main source for news, weather and world events
that focus on the well being of a variety of patients
The Vasculitis Foundation’s UN4SEEN Danger Campaign
SWOT Analysis: Summary and Grid
Strengths
Opportunities
Weaknesses
Threats
chapters in all stateswell established historyconnected to United Wayencompasses all forms of vasculitis
grassroots supportlocal pro sports teamssmartphone/tablet applicationsheart felt needs of patient’s families
lack of partnershipslack of national advertisinglow visibility outside patientsdisease appears in a minority of population
frustration of those affected disease has no cause or curemany competitors in the fieldresearch dependent on donation
The Vasculitis Foundation is a unique company that provides research and support for victims of rare blood disease and their families.
Through the use of this mood board certain key points about the company were demonstrated visually to enhance their meaning.
By following the insights in the SWOT analysis and mood board an effective branding approach can be created that will illustrate the
company’s importance, promote early detection of rare blood diseases and increase charitable donations to the organization.
The Vasculitis Foundation’s UN4SEEN Danger Campaign13
14Research
Moodboard
The Vasculitis Foundation’s UN4SEEN Danger Campaign
Research Paper: Abstract
The UN4SEEN Danger campaign is a multifaceted
endeavor designed to rebrand the Vasculitis
Foundation, a recognized leader in the fight
against vascular disease. The company was
founded in 1986 as a support group for patients
and their families of Wegener’s Granulomatosis,
a form of vascular disease. The company’s current
mission is to “support and empower” patients of
all forms of vasculitis, a rare autoimmune disease in
which the body’s defenses fight against each other.
Vasculitis is often misdiagnosed by physicians as
one of the many common ailments that people
suffer every day such as sinus infection, fatigue
and arthritis. The latter stages of the disease can
include lung and kidney failure, with the patient not
discovering the truth until it is too late. The
campaign will intensify awareness of rare blood
disease, heighten the brand image in the marketplace
and increase charitable donation revenue to the
company by employing multimedia, smartphone
and tablet applications, social media, websites and
motion graphics. The ultimate goal of the
campaign is to speak directly to potential victims
of vasculitis that do not know they have the disease.
The campaign will stress a sense of urgency for research and
education about the disease, both to the general public and
health professionals. The lasting effect of the campaign will be
to effectively increase early detection of vasculitis in individuals
through recognizing the warning signs of the disease, leading
to extending their life. Only by identifying these early warning
signs of the disease can individuals fight an UN4SEEN danger
that is often unrecognized for many years.
15 The Vasculitis Foundation’s UN4SEEN Danger Campaign
16Research
The Vasculitis Foundation’s UN4SEEN Danger Campaign
Research Paper: The Purpose
The UN4SEEN Danger campaign will illustrate the
need to broaden the scope of current delivery
methods of pertinent information about vasculitis to
current and potential victims of the disease. The
primary motivation for the campaign is two-fold, to
introduce the disease to a wider range of the population
including medical and research professionals and
to convey the story of a patient’s battle with vascular
disease through personal experience. The value of
the campaign will be supported through research
and first-hand experience.
Vasculitis, if detected at an early stage, can be
treated with a mild form of chemotherapy in which
the patient can experience a somewhat normal life.
One such patient of the disease did not see the early
warning signs, and by the time that the disease was
diagnosed, it was too late. The patient was a
construction worker, a husband and a beloved
father that worked for sixty years to support his
family, was married for fifty-two years to his wife,
17 The Vasculitis Foundation’s UN4SEEN Danger Campaign
18Research
and remained an inspiration to his children and
grandchildren to the end. Though the patient had
numerous trips to different physicians in his last five
years of his life the diagnosis was never on the mark.
The doctors could never recognize the disease’s
symptoms of severe sinus infection, anemia, fatigue
and skin discoloration as nothing more than common
ailments until the patient was admitted to the hospital.
After several rounds of testing the problem was
narrowed down to a few possibilities, with Wegener’s
Granulomatosis being the final diagnosis. The patient
never understood the threat until it was too late to
effectively treat the disease. The UN4SEEN Danger
campaign will express the need for patients to detect
the symptoms of vasculitis in its early stages of
development where suitable treatment can be
administered successfully.
18Research
The Vasculitis Foundation’s UN4SEEN Danger Campaign
Research Paper: The Campaign
The main goals of the UN4SEEN Danger campaign
are to heighten public knowledge of vasculitis, to
express a need for early detection of the disease and
to provide an effective model to transmit the Vasculitis
Foundation’s steadfast commitment to patients and
their families. The message of the campaign is to
heighten the knowledge of vasculitis to the public and
convey the company’s message of caring, commitment
and hope.
The diagnosis of a rare disease often comes as a
shock to its victim. In the case of vasculitis, the
symptoms of the disease are not easily perceived.
For instance, Wegener’s Granulomatosis is only
diagnosed in 3 out of every 100, 000 patients,
about 500 new cases a year (Vasculitis Statistics,
2012). Vasculitis has no apparent causes and no
cure, so the need to raise awareness to the public
about the disease is significant. Vasculitis currently
has fifteen variations, each having “immune system
abnormality and inflammation of blood vessels” and
“its own characteristic pattern of symptoms”
(MedicineNet.com, 2012). The disease, therefore,
can often be overlooked when a potential warning sign
may be evident, even to trained professionals. Early
detection of the disease can be achieved when a
“biopsy of involved tissue demonstrates the pattern of
blood vessel inflammation” (MedicineNet.com, 2012).
Through one simple blood test a life threatening disease
can be detected and treated before it can develop further.
The company’s current branding is in need of a catalyst
to improve visibility and awareness. Through developing a
more effective website, logo and multimedia campaign
the urgency of company’s message will lead directly to
increased early testing of patients and greater
The Vasculitis Foundation’s UN4SEEN Danger Campaign19
Research 20
donation revenue. An effective social media
component and a motion graphic detailing the
company’s history will elevate the brand and make
the message more accessible to a modern,
tech-savvy consumer base. According to (Glenn,
2012), “The global market for mobile health
smartphone applications exploded last year,
growing seven-fold to $718 million.” The UN4SEEN
Danger campaign’s use of the mobile application
platform will fit the current trends of the market
today in which people get their information at the
touch of a button.
The Vasculitis Foundation’s UN4SEEN Danger Campaign
Research Paper: Conclusion
The Vasculitis Foundation has a history of helping
people spanning several decades. Beginning
with its founder and continuing through today,
their commitment to helping those that suffer
from vascular disease has made them a leader
in the medical community. The earlier people are
tested for vasculitis the better chance they have
to survive the disease. Through the use of their
website and support organizations the company
has comforted, educated and provided research
to support victims of rare blood disorders. The
company has an established framework that they
can draw from to send out their message of hope
to those that currently are unaware they have vasculitis.
The message is strong and clear, get to the doctor
and get tested, get to the doctor before it is too
late. The message may be clear, but the branding
of the company could use revitalization to meet the
expectations of a modern audience. What worked
25 years ago does not necessarily translate to the
tech-savvy generation of today. Consumers today get
their information fast and expect to get solutions to
problems fast. The UN4SEEN Danger campaign will utilize
modern techniques such as smartphone applications coupled
with established print and multimedia methods to bridge the
gap between the company’s past and future. The goal of the
campaign is to rebrand the Vasculitis Foundation to increase
awareness of the company mission, educate the public and
medical professionals about the early signs of the disease and
ultimately increase charitable donation revenue. The lasting effect
of the campaign is to serve as a catalyst for early detection in
unsuspecting victims and unveil a deadly disease that masks
itself as common everyday ailments, giving hope to its sufferers
and their families.
21 The Vasculitis Foundation’s UN4SEEN Danger Campaign
22Research
The Vasculitis Foundation’s UN4SEEN Danger Campaign23
References
24Research
Creative Development2.0
Mood Boards
The Vasculitis Foundation mood boards set the tone for the campaign. The boards highlight important aspects of the campaign through the use of imagery, typography color and texture.
setting the right mood
The Vasculitis Foundation’s UN4SEEN Danger Campaign27
28Creative Development
29
Vasculitis Foundation Logo
The Vasculitis Foundation’s UN4SEEN Danger Campaign
designing a new standardThe Vasculitis Foundation logo redesign supports a need
to increase awareness of vasculitis with a new approach.
The heart not only symbolizes the support the company has
for victims and their families but the source of blood
circulation in the body.
Final Logos
Creative Development 30
UN4SEEN Danger Campaign Logo
developing a symbolThe Vasculitis Foundation UN4SEEN Danger is a symbol of not only the dangers of vasculitis is left undetected but also a beacon of hope to
those that catch the disease in time for treatment.
31 The Vasculitis Foundation’s UN4SEEN Danger Campaign
32Creative Development
Print Media Development
a danger revealedThe Vasculitis Foundation poster series seeks to enighten and inform people of the dangers of the disease while reinforcing the need for early
detection and heightned awareness.
The Vasculitis Foundation’s UN4SEEN Danger Campaign33
34Creative Development
full advertisement
The Vasculitis Foundation’s UN4SEEN Danger Campaign35
Website Development
developing a conceptThe Vasculitis Foundation website sits at the core of the rebranding of the company. The website, coupled with social media and mobile
applications, is the cornerstone for growing new business and was designed to be accessible, modern and inviting for potential patients and their families.
The Vasculitis Foundation’s website developed from careful study and
consideration of many factors including the health care field, victims of
the disease and competition in the field. The home page is warm and
inviting, with ample access to the tools that the consumer needs as well
as a direct link to social media and mobile applications, key elements in
the process of communicating with patients and increasing the awareness
of the disease.
construction of an idea
36Creative Development
The Vasculitis Foundation’s UN4SEEN Danger Campaign37
Motion Graphic Development
38Creative Development
psa prototype
The Vasculitis Foundation’s motion graphic Public Service Announcement serves as a warning to the unsuspecting victims and as a testimonial to the
brand’s commitment over the years to counseling, research and education.
Style Guide3.0
41 The Vasculitis Foundation’s UN4SEEN Danger Campaign
Research 42
Brand Voice
The Brand Voice of the Vasculitis Foundation should always be one of caring and hope. The imagery and the graphic
elements should reflect these emotions and project a positive outlook on a disease that at this time has no cure.
The presentation and communication of all materials needs to have a look and feel that is consistent with the brands
tenets of charitable, educational and trustworthy. The brand should instill trust in patients, their families and potential
victims of the the disease. The Brand should lead the way in education and research to help inform the public and find
a cure for the disease.
The Brand’s commitment to a postive outlook through all communications will help not only victims cope with the
disease, but increase awareness to a public that may have the disease and not know it.
43
Logos: Types and Clear Space
The Vasculitis Foundation logo should be
presented on a white background whenever
possible. The brandmark and logotype are
blended together to have one cohesive mes-
sage. The font used in the logo is Reservoir
Grunge and the logo should utilize the brand
color palette. The logo has a minimum clear
space as detailed here.
The UN4SEEN Danger Campaign logo should
be presented on a white background whenever
possible. The fonts Reservoir Grunge, Verdana,
Verdana Bold and Verdana Bold Italic are used
in the logotype and logo should utilize the
brand color palette. The logo has a minimum
clear space as detailed here.
vasculitis foundation logo
un4seen danger campaign logo
132 pixels1.83 inches
72 pixels1.83 inches
ASCULITIS
OUNDATION
Bottom Logo Placement
Minimum logo dimensions72 x 132 pixels
1 x 1.83 inches
UU
UU
U U
UUClear Space
2x the height of the “U” Vasculitis
DANGER4UN
The Vasculitis Foundation’s
SEEN
Campaign
72 pixels1 inch
180 pixels2.5 inches
Minimum logo dimensions72 x 180 pixels
1 x 2.5 inches
U
U
U
U
Clear SpaceThe height of the “U” in UN4SEEN
The Vasculitis Foundation’s UN4SEEN Danger Campaign
44Style Guide
Correct and Incorrect Usage
correct color usage
incorrect usage
The logo colors in print media must adhere to a combination of the brand’s established color palette as stated in this guide. The
defined campaign palette colors of red, black and gray represent the three tenets of the company: charitable, educational and
trustworthy. The acceptable variations are listed here, including grayscale for printed communication.
Do not utilize unapproved colors for the
background of print designs. Do not rearrange
the logo elements, stretch or skew the logo
elements.
SEENDANGER4UN
Campaign
The Vasculitis Foundation’s
The Vasculitis Foundation’s
SEENDANGER
4UN
Campaign
The Vasculitis Foundation’s
SEENDANGER4UN
CampaignASCULITIS
OUNDATION
ASCULITIS
OUNDATION
A S C U L I T I S
O U N D AT I O N
XXXX X
X
SEENDANGER4UN
Campaign
The Vasculitis Foundation’s
SEENDANGER4UN
Campaign
The Vasculitis Foundation’s
SEENDANGER4UN
Campaign
The Vasculitis Foundation’s
The Vasculitis Foundation’s
SEENDANGER4UN
Campaign
ASCULITIS
OUNDATION
ASCULITIS
OUNDATION
ASCULITIS
OUNDATION
ASCULITIS
OUNDATION
45
Brand Typefaces
The campaign typefaces should be used to enhance the effectiveness of the message. Reservoir Grunge and Homework Smart should be used in
Headers and at strategic times to emphasize important points of the campaign. Verdana Bold should be used as a sub-header at approximately
half the point size of the header. Verdana Bold Italic is utilized in the UN4SEEN Danger campaign logo and for section headers in the body text of
print media, including the final project book. Verdana should be used for body copy at approximately 12 points in size and not to exceed 14 points
in size. Verdana italic should be used in body copy, following the same point sizes as Verdana, only utilized to highlight areas of the body text.
typeface usage
Reservoir GrungeVasculitis Foundation
Optima ExtraBlackVasculitis Foundation
Verdana BoldIncrease Your Awareness.
Verdana Bold ItalicA campaign to raise awareness of rare blood disease.
VerdanaA campaign to raise awareness of rare blood disease.
Verdana ItalicA campaign to raise awareness of rare blood disease.
The Vasculitis Foundation’s UN4SEEN Danger Campaign
46Research
Color Palette
The UN4SEEN Danger Campaign Color
palette utilizes a variety of robust colors
to accentuate the goals of the campaign
and highlight certain aspects of the brands
essence. The colors represent the brand’s
three main tenets: charitable, educational
and trustworthy through the usage of red,
gray and black respectively. The tints of
blue serve to reinforce the brand’s commitment
to education and research, with the lighter
colors of yellow and off-white utilized to
represent caution and the medical field
respectively. The campaign color palette is
presented in various methods including Hex,
Pantone Solid Coat CMYK and RGB to make
the colors’ usage compatible with a variety of
design options.
campaign color palette
PSC 7499 c
HEX #fcf7df
RGBR:252 G:247 B: 223
CMYKC:1 M:1 Y:13 K: 0
PSC 428 c
HEX #c1c3c4
RGBR:193 G:195 B: 196
CMYKC:24 M:17 Y:18 K: 0
PSC 1795 c
HEX #bd282b
RGBR:189 G:40 B: 43
CMYKC:8 M:99 Y:99 K: 1
PSC Blk 6c
HEX #12111d
RGBR:18 G:17 B:29
CMYKC:79 M:73 Y:59 K:80
PSC 535 c
HEX #94a1b4
RGBR:148 G:161 B: 180
CMYKC:46 M:29 Y:20 K: 0
PSC 7455 c
HEX #4e65ab
RGBR:78 G:101 B:171
CMYKC:82 M:63 Y:1 K: 0
PSC 101 c
HEX #f5ee6d
RGBR:245 G:238 B:109
CMYKC:5 M:0 Y:74 K: 0
46Style Guide
47 The Vasculitis Foundation’s UN4SEEN Danger CampaignThe Vasculitis Foundation’s UN4SEEN Danger Campaign
The UN4SEEN Danger Campaign’s use of
photography should serve to inspire and to
caution. The images will enhance the brand’s
image as a leader in compassionate care and
an innovator in research of rare blood disease.
The photography will give a glimpse into the
effectiveness of brand’s mission to serve as an
outreach and resource for both patients and
consumers.
Texture should be used sparingly and only
to accentuate key elements of the design.
Acceptable textures will utilize the brand’s
color palette and be grainy, similar to the
texture of a oil-painted surface.
photgraphy usage
texture usage
No.
Photography
47
No.
48Style Guide
49
Increase Your Awareness
Increase Your Awareness
Increase Your Awareness
Increase Your Awareness
The preferred method for a T-Shirt design
is to use the company logo on a white
background. Variations may include standards
set forth in the logo usage section of this
book and must use the brands’s color palette.
t-shirt
Merchandising Standards
50Style Guide
Increase Your Awareness
Increase Your Awareness
Increase Your Awareness
Increase Your Awareness
The wristband design may come in a variety
of colors but must adhere to the brand’s
color palette. The logos will be printed
directly to the wristband with appropriate
campaign colors, alternating between
white and black text according to
rules set forth in the logo standards
of this book..
wristbandThe vehicle wrap design should include only
images and colors consistent with the standards
set forth in previous sections of this book.
vehicle wrapThe ball cap design should follow the
standards set forth in the T-shirt section
of this book which are derived from the
logo standards section aforementioned.
ball cap
asculitis Foundation’s
SEENDANGER4UN
Campaign
asculitis Foundation’s
SEENDANGER4UN
Campaign
51
Print Standards
Your Life MayDepend on it!
Vasculitis is a disease that strikes at the very heart of You!You are just another in a long line of patients that didn’t realize what they had till it was too late.Your doctor ran all the right tests but could not identify the problem. Your symptoms are common, but the disease is most uncommon. You are a victim of a deadly disease that strikes without warning and begins with everyday ailments.
Increase Your Awareness.
www.vasculitisfoundation.org
magazine advertisementThe magazine advertisement should adhere to the brand color
palette and typography. In addition the specifications listed here
may be proportionally reproduced depending on the size needed.
Headline:Resevoir Grunge36 pt
Sub-Headline:Verdana Bold18 pt
Body Copy:Verdana Italic12 pt
Call to Action:Verdana Bold14 pt
Company website:Verdana Bold Italic14 pt Full Color Campaign Logo:
.5 in margin1.0 x 2.75 inches
The Vasculitis Foundation’s UN4SEEN Danger Campaign
52Research
letterhead and envelopeThe company letter head should be consistent
with typography and logo standards set forth in
previous sections of this book. In addition the
specifications listed here may be proportionally
reproduced depending on the size needed.
Company logo1.5 x 2.5 inches
.5 inch margins
Body textVerdana 10pt
Grayscale logo.25 inch margins.5 x 1.5 inches
AddressVerdana 6pt
Mailing AddressVerdana 10pt
Mailing addressVerdana 10pt
Envelope Size3.25 inches x 5.75 inches
ASCULITIS
OUNDATION
Vasculitis Foundation PO Box 28660 Kansas City, MO 64188
A Welcome Letter from the Founder, Marilyn Sampson (abridged)
October, 1995
My Dear Friend,
We are not some big fancy support group. We are just people caring for people and we want to help
you in any way we can. We know how frustrating and frightening it is knowing that you or someone in
your family has such a rare disease.
A very serious disease has struck, and we will be here to give you all the support we can through this
diffi cult time. We know the feeling of isolation and fear of the unknown with you or someone in your
family having Wegener’s. This is normal when dealing with a rare disease like we have. Know that
long-term remission can be obtained; there is hope You must believe this.
This disease will be a test of your love for each other as a family and a test of your faith. It will take
every ounce of positive energy that you have. It will be just as hard on the family as it is on the
Wegener’s patient; WG will become a part of your family and a part of your lives. I know the tough
time my husband had coping with a “sick” wife. When both realize that, you will be able to get through
even the toughest times, and your love will grow. You must keep a positive outlook.
Remember, we are here for you in any way we can help you. God bless you and your family. We send
our love and will keep you and your family in our thoughts and prayers.
My Love and Prayers,
Marilyn
Vasculitis Foundation
PO Box 28660
Kansas City, MO 64188
ASCULITIS
OUNDATION
John Doe
123 Crescent Drive
Beenthere, IA 74890
Style Guide 52
11”
8.5”
5.75”
3.25”
53 The Vasculitis Foundation’s UN4SEEN Danger Campaign
Print Standards
outdoor and large printThe outdoor and large print signage should follow established
rules for logo proportion and color palette. The signs should
follow sizing that is directly proportional to the standards
established in the magazine advertisement.
53 The Vasculitis Foundation’s UN4SEEN Danger Campaign
Style Guide 54
55 The Vasculitis Foundation’s UN4SEEN Danger Campaign
Web Standards
homepage
interior pages
The campaign website is essential to maintaining
the brand’s image and to garner new support. The
optimal display resolution is 1024x768.
Interior pages should utilize the same framework
as the home page with a slight variation in the
layout of the page’s content.
Company Logo75 x 150 pixels
Flash VideoMotion Graphic720 x 480 pixels
Quick AccessButtons50 x 100 pixels
Quick Access Button100 x 175 pixels
Footer Bar
Campaign Logo150 x 275 pixels
Quick ResponseButtons
Social Media buttons/App Store buttons25 x 25 pixels
55 The Vasculitis Foundation’s UN4SEEN Danger Campaign
1024 pixels
768 pixels
56ResearchStyle Guide 56
Mobile Standards
smartphone/tablet applicationsSmartphone and tablet applications, along with the brand
website, are paramount not only to gaining support for
the company, but increasing awareness about vasculitis.
Through this medium the public will be informed, educated
and guided down the long path to recovery.
Social Media buttons/App Store buttons25 x 25 pixels
Smartphone ApplicationsMinumum 320 x 480 pixelsMaximum 480 x 800 pixels
Tablet Applications7 inch tablet 600 x 1024 pixels10 inch tablet 720 x 1280 pixels
The Vasculitis Foundation’s UN4SEEN Danger Campaign57
Motion Graphic Standards
VERYOF YOU!
Vasculitis is a disease
that Strikes at the
720 Pixels4
80
Pix
els
:00 seconds“Will U See the danger?”
:04 seconds “Will U 4SEE the consquences?”
:02 secondsImagery introduced as response
:06 seconds Imagery introduced as response
The motion graphic is an integral part of getting the message to the public. The
public service announcement is a major tool to garner more support for the
brand and increase awareness of the disease. It should be presented in NTSC
DV format for web and disc media. The motion graphic should be presented in
its entirety, without any editing or changes. In the case of an HD-television the
graphic may look stretched. The public service announcement may be used for
broadcast or web applications.
The Vasculitis Foundation’s UN4SEEN Danger Campaign
motion graphic usages
58Research
:11 seconds A warning about the disease
:14 seconds Warning signs presented
:19 seconds Call to Action/Logo presented
:24 seconds Brand/Campaign logos presented
58Style Guide
Final Designs4.0
61
Print Solutions
poster series
The Vasculitis Foundation’s UN4SEEN Danger Campaign
The poster series is designed to effectively inform the public on a regional and national scale of the dangers of vasculitis. The series will be
used as a tool in medical facilities, hospitals and doctor’s offices to aid in early detection of the disease.
62Final Designs
63
Print Solutions
The Vasculitis Foundation’s UN4SEEN Danger Campaign
magazine adThe magazine ad is designed to warn of the disease and to be distributed on a national
scale. The advertisement is a useful tool that aids the company in getting the word out
about the disease to provide for early detection in possible victims.
64Final Designs
banners and billboardsThe banners and billboards provide a means to create awareness
of the disease on a local scale. The usage of this large media can
only reinforce the company’s message and increase traffic to the
website.
65
Merchandising Solutions
a better life kit
The Vasculitis Foundation’s UN4SEEN Danger Campaign
The Better Life Kit will help spread the news of the Vasculitis Foundation’s
commitment to caring, education and research. The kit includes a welcome
letter brochure, wristband and envelope.
66Final Designs
Merchandising Solutions
ball caps wristbandsThe ball cap serves two purposes, to spread news of the company’s
fight against vasculitis and as a source for revenue dollars to fund
projects and research.
The wristbands will serve as a reminder to
victims of the support the company provides them
and a source of hope to families and friends that the
disease can be cured one day.
The Vasculitis Foundation’s UN4SEEN Danger Campaign67
68Final Designs
vehicle wrapThe vehicle wrap will serve as a catalyst to spark interest in the company at the regional and national level through
appearences at trade shows and conventions.
69
Social Media Solutions
facebook page twitter pageSocial Media will play a pivotal role in the fight against the disease. Social media pages such as Facebook and Twitter are fast becoming
individuals first source for news and events, so the creation of these pages will help spread the word of the dangers of the disease , will
give poeple a source of community and help support events from the company.
The Vasculitis Foundation’s UN4SEEN Danger Campaign
70Final Designs
Mobile Apps Solutions
smartphones and tabletsMobile applications are a great source to communicate to an audience because they are easy to attain and are interactive, giving the customer the power to
change things in the blink of an eye. Because of these reasons, mobile applications are a key element to the UN4SEEN Danger Campaign’s success.
Website Solution
website pagesThe Vasculitis Foundation website is the publics first look at the organization, giving the visitor a comprehensive look at the company’s philosophy,
education on the disease and contact information to get help. The website also has ample access to communication outlets such as blogs, message
boards and social media.
The Vasculitis Foundation’s UN4SEEN Danger Campaign71
72Final Designs
Motion Graphic SolutionpsaThe public service announcement is designed to warn of the disease, to provide contact information abou the company and to inform the public
about the comapny’s commitment to fighting vasculitis through caring, education and research.
The Vasculitis Foundation’s UN4SEEN Danger Campaign73
ConclusionConclusion
We are not some big fancy support group. We
are just people caring for people and we want
to help you in any way we can. We know how
frustrating and frightening it is knowing that
you or someone in your family has such a rare
disease.
A very serious disease has struck, and we will
be here to give you all the support we can
through this difficult time. We know the feeling
of isolation and fear of the unknown with you
or someone in your family having Wegener’s.
This is normal when dealing with a rare disease
like we have. Know that long-term remission can
be obtained; there is hope You must believe this.
message from the founder
Excerpt from Welcome Letter,
Marilyn Sampson
October 1995
74Final Designs
“Ive been watching from the window up above”
George Jones
For You Dad.
75 The Vasculitis Foundation’s UN4SEEN Danger Campaign
Image References
76Research
77 The Vasculitis Foundation’s UN4SEEN Danger Campaign
Image References
78Research
Increase Your Awarenesswww.vasculitis foundation.org
ASCULITIS
OUNDATION