robyn edmonds week 2

June 2011 Project Book 1

2 Project Book June 2011

Dove True Beauty

Inside Cover


TABLE OF CONTENTS

I.RESEARCH

II. CREATIVE DEVELOPEMENT

III. STYLE STANDARDS

IV. FINAL DESIGNS

PSA Let’s Animate Characters

IntroTarget AudienceStudiesCharts

Mood Board Graphics Logo Vision Fonts

Website Site Map Home Page About Us Offers Inspiration Partners Skin 101 Work It

Promotional ItemsLast Stand

WebsiteVoice & ToneColor Palette


Dove True Beauty

RESEARCH


The Dove brand’s products are for personal care and consist of moisturizing soaps, lo-tions, shampoos and conditioners and also deodorants. When Dove launched the Movement for Self-Esteem in 2004, their mission was to reach five million young women by the end of 2010 and invite every-one to play a role in supporting and promot-ing a wider definition of beauty that consist of every size, color, nationality, social and economical backgrounds. The Movement for Self-Esteem used real images young women with natural beauty instead of the stereotype images of thin and altered models that are constantly bombarded on the world.

The target audience for the new campaign under the Dove umbrella is young ladies ages 10 to 20. The major targets for obesity starts with fourth graders that consist of girls age ten. This is the age where young women become more aware of their bodies and if a negative self-image is pres-ent the route to finding the perfect look can be unsafe and dangerous enough to cause devastat-ing health problems and sometimes death.

The Dove True Beauty campaign is a newly developing look into skincare and a route to healthy living. Its mission is to raise aware-ness of self-esteem and self-acceptance of young women and to give proper skincare and safe steps to becoming healthy. The success of the campaign depends on the ability to effectively market the Dove Mir-ror True Beauty by showing the importance to the target audience. All campaign ele-ments will use traditional media of televi-sion, magazine advertisement and also the Internet.


Dove True Beauty

YOU

ARE

BEAUTIFUL


Etcoff and Orbach (2004) conducted a global study of 3,200 women, aged 18 to 64. The interviews were conducted across ten countries: the U.S., Canada, Great Britain, Italy, France, Portugal, Netherlands, Brazil, Argentina and Japan. “The campaign focused not on the product, but on a way to make women feel beautiful regardless of their age and

The movement was geared towards girls, but they are in need of guidance of achieving good health.

Older women know how to be healthy but younger girls ladies are often lead to unhealthy or fast methods to seek desired results.

There is not enough advertisement for the groups that are working with Dove.

Address audience that needs information on how to achieve good health by exercising and cooking the right foods.

57%

43%

21%

79%

4134

4134

25%

75%


Dove True Beauty

LOW SELF-ESTEEM

HIGH SELF-ESTEEM

National Report on the State of Self-Esteem

NOT GOOD ENOUGH

MOTHER

MOTHER

GOOD DAUGHTER

NOT GOOD

GOOD NOT GOOD ENOUGHDAUGHTER

GOOD ENOUGH LOW SELF-ESTEEM

HIGH SELF-ESTEEM

GIRLS AND SELF-ESTEEM

Real Girls, Real Pressure: Report on the State of Self-Esteem

The chart above shows the percentage of girls with low and high self-esteem that do not believe they are good daughters. The chart to the right shows the percentage of girls that do not b elieve they are good daughters.The chart to the leftWW show girls without supportive or encouraging mothers.


CREATIVEDEVELOPEMENT


Dove True Beauty

MOODBOARD


The Book Book Begins With Your BeautyWrite Your Own Story.......

The logo was created in Flash and with a screen size of 550 x 450 pixels.

The main logo is the white with pink beak and breast.

The two above are other choices with different fills.

DOVE TRUE BEAUTY LOGO


Dove True Beauty

DOVE TRUE BEAUTY THE BOOK BEGINS WITH YOUR BEAUTYWRITE YOUR OWN STORY.......

DOVE TRUE BEAUTYTHE BOOK BEGINS WITH YOUR BEAUTYWRITE YOUR OWN STORY.......

DOVE TRUE BEAUTYThe Book Begins With Your BeautyWrite Your Own Story....

FONTS

The Dove True Beauty logo font:

The first two choices of fonts were ideas but are not clear enough.Lucinda Handwriting is the only font for the tag line. Both taglines must be used together at all times and they can be separated from the dove as required by the marketing item or advertisement.

When the tagline and dove is used together this look is the only acceptable ratio. The logo can be sized to fit advertisement or merchandise. The font size used was 9. The four dots following “Story….” Should always be used to express continuation of writing a book theme.

DOVE TRUE BEAUTY THE BOOK BEGINS WITH YOUR BEAUTYWRITE YOUR OWN STORY.......


WEBSITE

The website will be contain information about the new line of products and give advice about skin care and also about how to feel good about yourself and how to achieve a healthy way of living. The site will list the products and explain the purpose and how to use. The True Beauty campaign is about self-acceptance and will touch on how to get healthy in safe ways as compared to some unsafe ways.

The site will not be used for shopping because Dove products can be found in many de-partment stores (Kmart, Target, Walmart, etc.). The first tab will explain what the True Beauty campaign will be all about. This page will also explain the mission or vision of the campaign. The second tab is inspiration partner where organizations that target self-esteem and self-acceptance will be listed and explained in detail. The third tab is offers. Under this tab there will be offers for coupons, how to get samples and to show new products or promotions. The forth tab is skin 101 where there will be advice from experts and helpful hints for good skin care and a blog to have open discussion forums. The last tab will be work it. This will link to three other pages: Let’s talk where the first step in getting self-acceptance begins with a discussion of how the user feels and feed-back will be given to help user look for what is positive about themselves. Activities will list activities that are fun and helpful for living healthy. Where to begin will be for motivation.

The site will be very user friendly with out a lot of clutter and links to confuse. Also include videos and tutorials and allow users to give tips about anything they have come across that would be helpful to others.


Dove True Beauty

SITE MAP


HOME PAGE


Dove True Beauty

ABOUT US


OFFERS


Dove True Beauty

INSPIRATION PARTNERS


SKIN 101


Dove True Beauty

WORK IT


Self-acceptance is the key to having good self-esteem. Life is full of if I had, if I was and too little of I am proud of who I am and life is good. My motion graphic will be the beginning of a series dealing with the lives of four characters.

The motion graphic for this campaign will revolve around a persona of a young girl and her friends going through normal everyday life and dealing with growing into young women. Young girls seem to always want to look like the most popular girl in school because the most popular girl is slim, b e a u t i f u l and gets the attention of

all the guys popular and not so popular. Her life is perfect.

The first story begins with Traci, the main charac-ter or heroine. Traci is in the age range of my target audience. Her true age will be up to the viewer to decide. I did this because everyone in my demo-graphic can relate to Traci’s life some time or her life.

T r a c i may never be a size 6. Wait let me change that because 6 seem to be the new 14 in some circles. Size 0 is more impossible. Traci is beautiful and she looks like the majority of normal young girls. Traci has had a crush on Adian, whom she has known throughout her childhood. Adian is popular, he hangs with his friends, but he also likes to keep to himself at times. Traci absolutely adores Adian.

The story has a rivalry, Dana. Dana is very pop-ular and people either admire her or hate her because she is beautiful. The cast also con-sists of Traci’s best friend Neshia. Her and Traci have been friends forever and when Traci starts to doubt herself and put herself down, Neshia is there to bring her back to reality and

tells her to look to herself and see what every-one else sees in her.

LET’S ANIMATE MOTION GRAPHIC


Dove True Beauty


STYLESTANDARDS


Dove True Beauty

My design mission is to uphold the level of design quality that Dove have been known and respected for over 100 years. The company started out as a personal hygiene bar that was more than a soap because there have always been consumers with sensitive skin. Because of this Dove have been known as a beauty bar.

When Dove introduced the movement for self-esteem that featured women of all ages, nation-alities and sizes in the spotlight of being beautiful. I chose the most exciting, fun and some-times most distressing years of a young women’s life. Today the main target for obesity today is fourth grade age (age 10). Young ladies start to be more aware of their face and bodies. Baby fat is no longer cute and beauty contestants are a whole lot younger. The world has made standard for beauty being nearly anorexic with perfect hair and skin.

True beauty will show young women that beauty is not just what is portrayed in advertise-ments, beauty is what is in the mirror. There are many definitions and examples of True Beauty. Design standards are forever changing as well as the standards of beauty. Self-esteem starts with self-acceptance. The old saying give me the courage to change what I can and the strength to accept what I cannot, is wonderful words to live by. Seeing in yourself what others see in you is a given.

DESIGNER’S VISION


Now that our mission is defined, we can now express it through voice and tone. Through the words we choose, our voice and tone provide young ladies with an-other very powerful way to recognize and relate the Dove brand.The key to communicating in the Dove voice is knowing and understanding our brandpersonality traits and how to express them in your writing. Our personality traits are rooted in fundamental principles. It’s the way we bring them to life. Using these principles, we ask—if we were a young girl, who would we be, and how would we express ourselves? Distilling those principles, the personality of the Dove is best represented as—

SELF-ESTEEM

BEAUTIFUL

PASSIONATE

DIVERSIFIED

LOVE YOURSELF

On the next few pages, I will provide some examples of these traits.

VOICE & TONE


Dove True Beauty

SELF-ESTEEM

You have self-esteem when you think as highly of yourself as you think of your friends and peers. We recieve so much negative feedback that we see more of our weaknesses than our strengths. We are often taught we will “fail,” so it is often hard to enjoy success, no matter how small each “success” might be.

BEAUTIFUL

Beautiful young ladies have a distinctive personality, where she can laugh at anything, includ-ing herself, who is very kind and caring to others. She knows above all else the value of having fun, and to not take life too seriously. She is a young lady that you can trust and count on to always brighten your day. She is a young lady who can never fail to make you feel her warmth by just being around her, and bring great sadness when she is away. She is a young lady who everyone would like to get to know.


PASSIONATE

The definition of passion describes my feelings toward designing this campaign. Passion is defined as having a lively or eager interest in or admiration for a pro-posal, cause, or activity or love to a feeling of unusual excitement, enthusiasm or compelling emotion, a positive affinity or love, towards a subject, idea, person, or object.

DIVERSIFIED

Having a variety of characters or individuals from every aspect of life. Showcase a melting pot of the beautiful young ladies of the world.

Too much time is spent waiting to be loved, hoping it will find us, searching, yearn-ing for special love. Being empty and lost without it. Looking for someone to give us love and fill us up. That’s not usually how life works. Young ladies will realize that you cannot love anyone else until you love yourself. Love is internal first because if someone or something does not fulfill your void and fantasies, you will feel worse than before. You must have self-love, self-acceptance and respect yourself the same as you do others.


Dove True Beauty

E-mail Signatures

Your e-mail signature should be formatted in one of the two versions shown at the bottom of this page:• Put names, titles and “Dove True Beauty” in 9-point or 10-point Arial Bold and all other copy in 9-pointor 10-point Arial Regular. Your e-mail signature should always appear in black.• Currently, it is impossible to embed a True Beauty logo in a signature (except as an attachment).Don’t try to insert a dove and then type the words “Dove True Beauty.” This vio-lates ourgraphic standards and undermines both our credibility and our logo.Like letters, e-mails are business communications. To keep them professional, don’t add cartoons,artwork, animated flags or any other embellishments to your signature.You may exclude any items in these examples that are not relevant to you:

Jane DoeDove True Beauty Director

Doveof the Country Club Heights

707 SW 45th StLawton, ok 73505(580) 555-1212 (p)(580) 555-1212 (c)(580) 555-1212 (f)

[email protected]

John Doe | Dove True Beauty DirectorDove

of the Country Club Heights707 SW 45th St

Lawton, ok 73505 (580) 555-1212 (p) | (580) 555-1212 (c)

(580) 555-1212 (f) | doej@ dove.truebeauty.org


COLOR PALETTE


Dove True Beauty


FINALDESIGNS


Dove True Beauty

PROMOTIONAL ITEMS

Specialty items such as mugs, water bottles, t-shirts, temporary tattoos, and messenger bags are used to promote True Beauty or to recognize achieve-ments.

• The pink, white and grey logo is desirable and can appear on any back-ground, maintaining a little space equal to at least one arm of the stomach (1X) around the logo. If a specialty item has space limitations regarding the imprint area, come as close to this amount of space as possible.

• No special added field of color is needed when using a color background.

• For metal, wood or glass items that are engraved or etched, the entire logo may appear in the base material because no color is used in these processes.

• On clear or frosted glass items, the pink, white and grey logo may be ap-plied without creating a solid white background.


WATER BOTTLES


Dove True Beauty

MESSENGER BAG


TEMPORARY TATOO

PLAIN WHITE TEE


Dove True Beauty

CASUAL GREY TEE

PRETTY IN PINK TEE


SPRING PASTEL COLORS

TIE DYE


Dove True Beauty

STATIONARY & JOURNALS


MINDMAP


Dove True Beauty

GRAPHIC TOOL BOX


LAST STAND


Dove True Beauty

Back Cover

robyn edmonds week 2

Documents

dove true beauty campaign

dove true beautyresearch

dove umbrella

good health

selfacceptance of young

dove true beautyinside

dove mirror true beauty

good enoughdaughtergood