rodriguez viviana_final project book nlym

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WELCOMEThe following presentation is a detailed rebranding and awareness campaign project book for the No Limits Youth Ministry, Bayamon, P.R. The presentation takes you on the journey of discovering research about the brand, the creative development process with preliminary sketches, and finally, the development of high brand standards and effective campaign solutions. Stretch your arms up and jump into the uplifting environment of NLYM, have fun and enjoy!

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WE LOVEYOUTH!

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TABLE OF

CONTENTS

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2.0 CREATIVE DEVELOPMENT

1.0 Introducing NLYM1.1 Key Findings1.2 SWOT + Action Plan1.3 Target Audience1.4 Campaign Project Brief

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2.0 Moodboard2.1 Logo Sketches + Explorations2.2 Ad Sketches + Mockups2.3 Website Sketches + Mockups2.4 Motion Graphic Sketches2.5 Graphic Toolbox

3.0 BRAND STANDARDS3.0 What we are made of?3.1 Brand Attributes + Personality3.2 Brand Textures + Imagery3.3 Logo + Tagline Standards3.4 Typography + Color Palette3.5 Print Media Applications

4.0 DESIGN SOLUTION4.0 Design Solution 4.1 Website Design4.2 Motion Graphic Design4.3 Project Conclusion4.4 References

1.0 RESEARCH

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1.0 {RESEARCH}

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1.0 RESEARCH

1.1 Introducing NLYM

1.2 Key Findings

1.3 SWOT + Action Plan

1.4 Target Audience

1.5 Campaign Project Brief

1.0 RESEARCH

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No Limits Youth Ministry, a Hispanic non-profit Christian youth organization, part of Restoration in Christ Church in Bayamon, Puerto Rico offers high school to college age students the best creatively uplifting entertainment, fellowship and support in a safe, loving environment. NLYM’s passion and commitment is to help the local community of students live purposeful and healthy lifestyles individually and within their families.

NLYM’s passion and

commitment is to help

the local community of

students live purposeful

and healthy lifestyles

individually and within

their families.

“”

Students today are struggling with many issues such as: insecurity, drugs, sex, alcohol and depression, among others. But young people also have an unavoidable craving for fun. NLYM breaks away from the crowd of other religious organizations or secular entertainment attractions by providing a unique style of ministry and entertainment, delivering the message of hope and purpose in fun, creative ways that students can relate with and easily apply.

1.0 RESEARCHIntroducing No Limits Youth Ministry...

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Nonetheless, NLYM needs to strengthen its current membership to reach more students than ever before, and be known as the best place to get uplifting youth entertainment and fellowship every Saturday afternoon in the Bayamon Metro area. To accomplish this goal, NLYM needs to develop strong brand essence and identity through a rebranding campaign, with logo and tagline redesign. To increase brand awareness, developing a professional advertising campaign with various elements will build brand equity reinforcing brand recognition and support. The rebranding and awareness campaign will communicate and grab the target audience’s attention innovatively using impacting images, a bright color scheme, edgy typography, ad presence, social networking and web technology that will help position it and achieve the campaign objective.

1.0 RESEARCH

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The ministry has over 10 years of experience working with youth and creatively delivers youth-focused teachings and 24/7 counseling support. The desire to see community youth living purpose-driven lifestyles is the main focus of its services, but poor management strategies and brand development has caused significant decrease in membership in the last five years. Currently, No Limits’ need to reach and attract a larger crowd of community students to its weekly Saturday afternoon services, strengthen its current membership and ultimately increase ministry funds are the primary objective for development of a rebranding and awareness campaign.

1.1 RESEARCH

KEY FINDINGS No Limits Youth Ministry is an integral part of the non-profit Christian organization, Restoration in Christ Church, located in the urban metro area of Bayamon city, Puerto Rico. The youth ministry’s pastor, Abigail Alvarez, is also the church’s head pastor’s daughter, and has devoted over 20 years to serving and counseling young people. She started with a

small group of ten young people in 1991, and it kept on growing to a group of 400 in 2005’s

weekly service attendance. Good word-of-mouth and print media promotional

efforts in nearby high schools gave the ministry an active awareness for a few years. Since 2006, leadership issues, poor brand awareness and promotional efforts

have currently taken its weekly Saturday service attendance to a significant decrease

of 30-50 young people (Alvarez, 2011). No Limits Youth Ministry’s retention rate is poor

to none because of aspects such as poor volunteer involvement, poor brand essence and equity.

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The hurts young people are dealing with and holding in is truly disturbing, and NLYM wants to help heal and restore peace to students’ lives. A study of youth ministry approaches states that: Young people are crying out for relationships. Myers (2006) supports this, abhorring both what he terms a “ministry of performance,” aimed at keeping the young entertained, and a “ministry of purpose,” aimed at engaging them in meaningful activity… a ministry prepared to walk beside the young, engaging in the search and journey together, but not targeted at conversion, evangelization or any other intrusion into their lives (McQuillan, 2009).

1.0 RESEARCH

ATTENDANCE GROWTH HISTORY

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Attracting students to the ministry is the first task, by promoting the ministry’s fun side it will catch the target audience’s attention. But what will ultimately earn member loyalty is the fellowship and support services provided for individuals and families. The organization is committed to serving young people and their parents along the way providing life-long relationships of trust and faith, and guiding them throughout their life-purpose journey.

1.1 RESEARCH

KEY FINDINGS

CAMPAIGN OBJECTIVE

OBJECTIVE: To rebrand No Limits Youth Ministry by completing a brand identity and awareness campaign for the purpose of strengthening its current membership, achieving the projected growth in weekly service attendance by 100% in the next 12 months and increasing ministry funds.

131.0 RESEARCH

The current logo looks too serious and doesn’t communicate the brand’s attributes effectively. The new brand logo will bring together a modern, refreshing and innovative logotype with an iconic brandmark that can be used on all marketing collateral that will bring the brand essence to life.

NLYM is ready for the challenge to effectively reach and help local high school to college age students that are in massive need of purpose and guidance. By fulfilling a fun rebranding and youth-focused awareness campaign NLYM will achieve the positioning it needs for its brand recognition and support. By establishing the organization as the best place to get uplifting youth entertainment and fellowship every Saturday afternoon in the Bayamon Metro area, the campaign will reintroduce the brand with fresh designs, modern-edgy typography, attention grabbing images and bright color schemes. NLYM’ brand purpose, fun personality and inspiring message will be clearly expressed in the ads with engaging and inviting language along side eye-catching designs. The campaign will showcase its strongest features and benefits of fun and inspiring entertainment, fellowship and 24/7 support.

CONCLUSION

Current Logo:

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KEY STRENGTHS & WEAKNESSES:

S:

W:

S.W.O.T. ANALYSIS OBJECTIVE:

• Evaluate the brand’s internal conditions.• Develop an informed Action Plan for a strong brand differentiation and growth.• Identify current and future opportunities and threats for growth.

1.2 RESEARCH

S.W.O.T. ANALYSIS &

ACTION PLAN

1. Creative church style

2. Accessible location and building with

500 seat facility and audiovisual equipment

1. Lack of brand essence and awareness

2. Poor sense of volunteer involvement

151.0 RESEARCH

Develop a brand awareness

campaign targeting nearby

schools and colleges. By

taking advantage of this local

opportunity the ministry and this

campaign will achieve its purpose

of contributing to the weekly

service attendance increase and

community service funding effort.

TAKINGACTION!

STRENGTHS

OPPORTUNITIES

WEAKNESSES

THREATS

INT

ER

NA

LE

XT

ER

NA

L

• Creative, professional and experienced youth leaders.• 500 Seat Capacity Facility with good audiovisual equipments.• Variety of departments for talent expressions.• Fellowship home small groups.• Creative and different church style.

• Low budget.• Small amount of volunteers.• Poor volunteer commitment.• Poor sense of of ownership in leaders.• Past leadership issues and failures.

• High community percentages of troubled youth in depression, suicide tendencies, addictions, broken families, in finantial problems, etc. • Provides a safe place, free of violence and a safe place to express needs.• Variety of nearby school and college campuses.

• Variety of competitors for youth entertainment and attractions. • Community’s negative general perception of churches.• Fear of rejection and guilt in students.• Society’s aggressive media promotions that encourage superficial and empty youth lifestyles.• Negative publicity.

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The campaign will target an audience with the following Demographics:

• 15-24 yrs. of age

• Female and Male

• Single and Married

• Hispanic

• Low to Middle Class

• Public High School and College Level

Education Students

• Non-church going

• Car owners or have means of transportation

• Within Bayamon Metro area, Puerto Rico

• And their parents

CLUBS & TRIBES

Students who are: • Contemporary music lovers

• Dance enthusiasts

• Movie theatre loyalists

• Social Media users

• Wal-Mart, Marshalls, Footlocker,

Coca-Cola, McDonalds,

Burger King, Rainbow, and Ecko

brand loyalist

1.3 RESEARCH

TARGET

AUDIENCE

Jessica

171.0 RESEARCH

PERSONAS:

JESSICA JOSEJoséA female 22 year old Hispanic Puertorrican

Undergraduate student, who has a part-time job at

her college’s work and study program. She’s an only

daughter that lives with her mother and stepfather,

she’s single and has pet chihuahua called “Princess”

and lives in a $35,000 home income. She’s a runner,

has a weekly dance class, and enjoys healthy

restaurants, night pubs, romantic comedy movies.

She’s a Facebook, Twitter loyalist, reads InStyle,

Cosmopolitan and Fit magazines, she’s also a

fashion enthusiast and pop music lover. She has

a democratic viewpoint. Her personal values are:

commitment, determination, discipline, beauty, hard

work, improvement, love, romance, fun, and health.

She’s a race-track loyalist, Starbucks, Subway,

Iphone, Apple loyalist. Her religious beliefs are:

non church-goer with catholic family heritage.

A male 17 year old Hispanic Puertorrican with NY

inmigrant family heritage and he’s a full time High

School student. He’s the older brother of three, and

lives with his single mother, and has a 4 year old

mixed-breed dog Rocky. He lives in a $25,000 home

income. He plays basketball on Sunday afternoons,

Domino’s Pizza and BK, likes action and dance

movies. He’s a Yahoo, Facebook, YouTube loyalist,

Urban and pop music lover. His political standpoint

is undefined, not a politics fan. He has a democratic

viewpoint. His personal values are: family,

competition, determination, friendship, fun, service,

respect for others. He’s an Android mobile phone

lover. He believes that God exists, but only goes to

church with his family during Easter Friday or Sunday.

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CLIENT COMPANYName: No Limits Youth MinistryCompany: Restoration in Christ ChurchIndustry: Christian church organizationCategory: Hispanic Christian youth ministryLocation/Ethnicity: Bayamon, P.R. - Puerto Ricans

BRAND KEY TENETS:

U.S.P. {UNIQUE SELLING PROPOSITION}

The best place to get uplifting youth entertainment and fellowship every Saturday afternoon in the Bayamon Metro area.

S.C.A. {SUSTAINABLE COMPETITIVE ADVANTAGE}

No Limits Youth Ministry is the best place for uplifting youth entertainment that provides a wide variety of support services with no fee attached.

1.4 RESEARCH

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PROJECT BRIEF

loving|uplifting|creative

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PRIMARY SERVICES• Weekend worship services: Saturday at 5:00pm• Fellowship small groups• Live music and engaging youth lessons• Variety of service departments for talent• 24/7 spiritual coaching with experienced and professional leaders and 1-800-number

POSITIONINGNLYM is positioned as a creative Christian youth ministry that offers quality entertainment and fellowship for High School to College age students in a free and safe environment vs. other youth entertainment attractions like malls and movie theatres in the Bayamon metro area.

1.0 RESEARCH

NO LIMITS YOUTH MINISTRY

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BIG AUDACIOUS GOAL/OUTCOMETo increase brand awareness toward local high schools and college campuses, increase student membership to 500, volunteer staff to 50 and ministry funds to 100% in 3 years.

COMPETITIVE LANDSCAPEStrongest nearby non-Christian youth entertainment attractions such as: Plaza del Sol Shopping Mall and Caribbean Cinemas Movie Theatre.No Limits Youth Ministry

doesn’t consider other Christian organizations as competitors,

but as collaborators with their ministry and community goals.

KEY FEATURES & BENEFITS

1.4 RESEARCH

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PROJECT BRIEF

Weekend Worship Services:

the consumer will find a safe place to hang out with

friends and meet new people while growing

in faith.

24/7 Praying and Counseling

Professionals: the consumer will find value in the trustworthy service

and professional life counseling support.

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PRIMARY CAMPAIGN DELIVERABLES

• Brand Essence + Awareness Evaluation, Development + Strategy• Logo redesign and Tagline • Campaign Marketing Collateral: Promotional Ads and Flyers • Local Billboard, Subway and Bus Stop Ads• Fundraising Branded Promotional Items: T-Shirts, Wristbands, Sunglasses, Glass Stickers• Motion Graphic Commercial • New Website Design

CAMPAIGN CALL TO ACTION

• To evoke a response to visit the new website. • To evoke a response to visit the Saturday weekend services and join a Fellowship Small Group.• To evoke a response to call the 1-800-number for 24/7 praying and counseling service.• To evoke a response from parents to take students to the weekend services.

1.0 RESEARCH

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2.0 {CREATIVE DEVELOPMENT}

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2.0 Moodboard

2.1 Logo Sketches + Explorations

2.2 Ad Sketches + Mockups

2.3 Website Sketches + Mockups

2.4 Motion Graphic Sketches

2.5 Graphic Toolbox


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LOOK INTO OUR MOODBOARD


loving, creative, uplifting, fun, inspiring, colorful

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LOGO SKETCHES

& EXPLORATIONS

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Logo Character/Brand Mark Iterations and Final Black and White Version...

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AD SKETCHES

& MOCKUPS

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WEBSITE SKETCHES

& WIREFRAMES


Research in youth targeted websites and web navigation tendencies have been very important for the process of design. It has helped the creation of the site’s main menu and subpages decisions. Young people need to be entertained, but also they need real help. They need to be heard and supported, loved and respected. Young people love to share their excitement, but not many share their deepest feelings, so trust is the key to connecting with them. The N.L.Y.M. website will grab their attention with its color and creativity, but will embrace their heart with updated, real life-changing content, topics,

people and help. The web design will take this focus and bring it to life within the whole site. Young people will be the face of the site communicating the brand’s message within web banner images and ads. Then the ministry’s youth pastor will be the 2nd face they’ll meet to communicate the brand’s purpose and service focus. 3rd will be the staff and small groups that provide a family feel and a safe fellowship environment even on the web. All these human elements will be integrated within the website with videos, photos, blog posts and Twitter/Facebook feeds.

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MOTION GRAPHIC SKETCHES

& ITERATIONS

Motion Graphics Production: Format: TV/Web :20 sec. CommercialFrame Rate: :02 sec. per frameColor Palette, Background, Textures: Hand-illustrated black and white with the brand’s bright colors and light textures.Fonts: Qlassic Bold, SansationWord usage: same language as the print ads. Fun and uplifting.Call to action: “Saturdays at 5pm / nolimitsyouth.com”(Eventually visit NLYM on location.)Purpose: To create brand awareness and to evoke a response to visit NLYM’s website and location.

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NLYM BRAND

GRAPHIC TOOLBOX

No Limits Youth Ministry is a passionate non-profit organization committed to serving and impacting young people with the love of God. Its desire to connect evermore effectively and creatively has inspired a new look and a strategic awareness campaign that will convey their loving and creative nature, along with its bright, uplifting and joyous personality. The proposed new logo, images, textures, colors and typography design communicate the brand’s essence in all deliverables with a bright, colorful, youthful and fun theme.

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3.0 {BRAND STANDARDS}

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3.0 BRAND STANDARDS3.0 What we are made of?

3.1 Brand Attributes + Personality

3.2 Brand Textures + Imagery

3.3 Logo + Tagline Standards

3.4 Typography + Color Palette

3.5 Print Media Applications

3.0 BRAND STANDARDS

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3.0 BRAND STANDARDS:WHAT WE’RE MADE OF...

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No Limits Youth Ministry’s brand isn’t just our logo, and not just the ministry’s name. Our brand is who we are; it represents our heart and soul communicated to the world. It’s how others will meet us and how they’ll recognize us. It’s how we see ourselves and how we want people to know us. That’s why it’s so important to care for our brand and stay true to it. As a youth ministry, we love to care and uplift students in creative and fun ways. Our brand gives hope with a smile on its face and it always stays young at heart. It raises defeated hands and welcomes life with faith in its heart. This something we must always remember when using it, No Limits is targeted at young people and evokes love, creativity and hope. When a student sees our brand they’ll connect with something truly special, a heart of hope and fun-filled service that just hugs them. By caring for our brand standards we will “enhance marketing efforts so that effective use of the brand logo, design and expression consistently generate the intended message.” (York, 2012)

3.0 BRAND STANDARDS

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No Limits Youth Ministry’s brand is...

No Limits Youth Ministry is a passionate non-profit organization committed to serving and impacting young people with the love of God. Its desire to connect evermore effectively and creatively has inspired this new look and a strategic awareness campaign that will convey their loving and creative nature, along with its uplifting and joyous personality. We must “remind people that behind our brand is a -ministry- that invites trust and confidence” (York, 2012). We’ve got attributes and loads of personality, so lets show it to the world!

3.1 BRAND ATTRIBUTES & PERSONALITY

WHAT A

PERSONALITY!

413.0 BRAND STANDARDS

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3.2 BRAND TEXTURES & IMAGERY

BRING OUT THE

JEANS AND...... the bright-colored paint, the metal surfaces and light flares. These are the textures that the NLYM brand uses to create its youthful-hearted, technology-inspired and colorfully-vibrant look. With an imagery full of young people in casual wear, with joyful, hopeful, welcoming and accepting expressions these images present the brand’s moodboard from which to always draw insight from when representing the brand in all media.

433.0 BRAND STANDARDS

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We love YOUth!

We love YOUth!

Our new logo communicates NLYM brand’s essence with a bright, colorful, youthful and fun feel. Our logo’s smiling character has different symbolic aspects such as: the open square head that represent the creative side of our “out-of-the-box-thinking”. Another is the smile, which evokes love, happiness, compassion, fun and hope. The two strokes that form the character’s body, legs and raised arms represent the uplifting quality of the brand and the ministry’s desire to love, worship, and serve God.

Our new tagline evokes the brand’s focus: loving youth, but in an individual and plural expression at the same time. We love youth, and we love YOU is suggested with a character case play design. This also evokes the fun aspect of our brand’s personality. The tagline must be used in all promotional ads and flyers, but not necessarily in all branded items.

3.3 BRAND LOGO & TAGLINE

INTRODUCING

OUR LOGO & TAGLINE

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We love YOUth!

When using the whole brand logo in any media it’s important to maintain its integrity with enough

clear space around it, always use the size of the No Limits font logo letter “m” size as reference

for this space.

3.0 BRAND STANDARDS

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3.3 BRAND LOGO & TAGLINE

IMPORTANT

LOGO DO’S We love YOUth!

WELOVEYOUTH!

Solid or 45% Opacity White Logo on approved Color Palette shades and textures.

Use the NLYM Brand Mark in branded items such as T-Shirts. This version is the only one that can use the tagline in the Sketch Rockwell font beside it. Only in 100% or 45% Opacity White over color palette shades.

The Logo and website address combined design with the tagline underneath is a version that can only be used in simple ads or billboards and web targeted media.

The Black and White Logo is to be used only for black and white documents.

Use Full Color Logo on all white or light gray background.

WELOVEYOUTH!

ACCEPTED VARIATIONS

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WARNING!

LOGO DONT’SA & B: Never apply vertical or horizontal distorsion.C: Never change logo colors, except to white on approved color palette or black for BW documents.D: Never change logo typography and its positioning.E: Never apply any type of gradients as fill for the logo.F: Never place logo over gradients. G: Never place the full color logo over images or colorful backgrounds. H: Never change the logo typography proportions, position and hierarchy.

We love YOUth!

no limitsYouth Ministry

A: B:

E: F:

C: D:

G: H:

3.0 BRAND STANDARDS

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3.4 TYPOGRAPHY & COLOR PALETTE

BRAND IT WITH

TYPE & COLOR

SECONDARY

HEADLINE

PRIMARY

HEADLINE

WE LOVE YOUTh!

We love YOUth!

SUBHEAD

BODY COPYExperience it for yourself at: nolimitsyouth.com

Font: Qlassic Bold • Size: 53 pt.

Font: Sketch Rockwell • Size: 48 pt.

Font: Sansumi-Extra Bold • Size: 19 pt.

Font: Aller + Aller Bold • Size: 12 pt.

Have fun. Find hope.

Using a consistent Typography and Color Palette in all brand documents and marketing collateral is an essential aspect in maintaning the brand’s integrity, quality and harmony.

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COLOR PALETTE

Sketch Rockwell

Aller: Regular, Italic, Bold, Bold Italic

Qlassic Bold

Sansation Bold

Sansumi-Extra Bold

Pantone: 380 CC: 23 M: 7 Y: 100 K: 0R: 207 G: 208 B: 41



Pantone: 294 C C: 100 M: 87 Y: 15 K: 2R: 33 G: 66 B: 137


Pantone: Cool Gray 7CC: 41 M: 33 Y: 34 K: 1R: 157 G: 157 B: 156

The NLYM logo uses the Sansation Bold font for the “no limits” letters, and this font is exclussively used for the logo. The other four typography families chosen to represent the brand are Qlassic Bold, Sketch Rockwell, Sansumi-Extra Bold and Aller font family illustrate our modern yet inspiring, fun and edgy timeless style.

The bright and lively colors of our selected palette express the brand’s youthful nature while conveying: hope, fun, joy, healing, freshness, trust, integrity, happiness, energy, spirituality, friendliness, purpose and innovation. “Colors make a product look new and catch consumer attention” (4imprint, Inc., 2008).

3.0 BRAND STANDARDS

NLYM CAMPAIGN50 WELOVEYOUTH!

We love YOUth!

We love YOUth!

We love YOUth!

WELOVEYOUTH!

WELOVEYOUTH!

Abigail AlvarezYouth Pastor

P: 787.798.3158E: [email protected]: nolimitsyouth.comWest Main Ave. Station 1 Sierra Bayamon, PR 00961

3.5 PRINT MEDIA APPLICATIONS

LET’S SEE OUR BRAND

ON EVERYTHING!// Stationary: • 8.5”x11” Letter Head, • 10pt. Envelope, • Folder with full color • Brand Mark + Tagline, • 2-Sided Business Card

// Fundraising Branded Promotional Items: • Color Palette Shaded • T-shirts printed in front with the Brand Mark, • Brand Character Sunglasses, • White Brand Mark 6” Glass Stickers, • No Limits Silicone Bracelets

51WELOVEYOUTH!

We love YOUth!

We love YOUth!

We love YOUth!

WELOVEYOUTH!

WELOVEYOUTH!

Abigail AlvarezYouth Pastor

P: 787.798.3158E: [email protected]: nolimitsyouth.comWest Main Ave. Station 1 Sierra Bayamon, PR 00961

JOHN RINKENBERG

JOHN RINKENBERG

WELOVEYOUTH!

3.0 BRAND STANDARDS

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WEBSITE + MAGAZINE ADS

STANDARDSThe brand’s selected typography, logo personality, texture, imagery and colors have been integrated to maintain a unified style within the website. Our website’s purpose is to connect with our target audience provinding different services like weekly lessons on audio and video, live broadcasting of weekend services, quick links to the social media pages and many other website features. Social media ties into the organization’s passion and commitment to fellowship and delivering our message of hope through a sense of community. The website must maintain the brand style intact and consistent with all marketing collateral.

The NLYM website top head section must always display on the left side the brand logo in full color over white background.

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The promotional ads must always portray a youthful image and engage the audience with fun, uplifting and creative language. By using language that young people can relate to,

understand and connect with, the ads will help grab the target audience’s attention and convince them to be part of the ministry. The target audience is in constant focus

by the media, they need eye-catching and different styles of advertising to be persuaded to pay attention and act upon its message.

“Life isn’t always

fun and games.”

Always use logo standards rules, place in a legible size and with enough clear space around it; use brand approved typography, colors, imagery and textures. Always place website address and social media icons beside it on the bottom left side of the ad.

MAGAZINE ADS

3.0 BRAND STANDARDS

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BILLBOARD & BUS STOP ADS

STANDARDSIn the case of Billboard ads, the NLYM website address logo variation must

always be used under the headline. This logo variation should always be used in

full color or one color over a white background . The images, colors and textures

must be consistent with the rest of the brand marketing collateral items. By using

this logo variation on billboards, we maintain a unified color and personality

scheme and deliver our message in a clean, concise and simple layout.

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The Bus Stop ads can use the same design layout used for magazine ads or the Billboard ads.

BUS STOP ADS

3.0 BRAND STANDARDS

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4.0 {DESIGN SOLUTIONS}

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4.0 DESIGN SOLUTIONS4.0 Design Solution

4.1 Website Design

4.2 Motion Graphic Storyboard

4.3 Project Conclusion

4.4 References

4.0 DESIGN SOLUTIONS

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TIME TO DELIVER

SOLUTIONS!The No Limits Youth Ministry rebranding and awareness campaign presents a great opportunity for the organization to connect with its target audience with a new website, social media networking and a motion graphic :20 seconds commercial. Young people today are constantly surfing the web and looking to connect with others electronically. By reaching students where they spend most of their time will add to the brand’s awareness and effectiveness in serving their target audience.

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WEBSITE

DESIGNThe website is intended to make the target audience, high school to college age students, feel at home, welcome, accepted and well served even without yet visiting the ministry’s church location. Using youth-spirited, uplifting and fun language, the pages will connect with the audience and promote visitors to come back to the site.


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WEBSITE

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Watch last week’s message>>

Sinopsis: > When do I know I’m ready for a relationship?

We all have a deep desire to connect with others, to love and be loved, to share our lives with someone. But what happens when we run too soon into a relationship and get hurt or hurt them?...

These pages are the core of what the site is all about and what the ministry looks to provide: hope, fellowship, fun, resources and 24/7 help to both young people and their parents.

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MOTION GRAPHIC

STORYBOARDFrame 1: The motion graphic :20 second web commercial story begins with; Visuals: a tracking shot of a dreary gray scale animated urban environment in the background, some rain falling on the ground and two cartoon legs moving on a wet sidewalk. Sound: A playful yet sad melody introduces the commercial. Duration :02 secs.

Frame 2: Visuals: The shot changes introducing the sad animated character’s face, rain is falling on him, representing that he’s not having a good day. Sound: Playful yet sad melody continues. Duration :01 secs.

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Frame 4: Visuals: Same shot, the sad character stops as the copy pieces fall a rushing new colored line of copy with outer glow arrives from the right and stops beside the sad character, it reads: “or is it?”. A happy and colorful NLYM logo character meets him in the scene. As the NLYM character begins to move toward the sad character, the background sky and city begin to fill with color, lines of color flow through the right side toward the left. Sound: The playful yet sad melody changes to a more up beat, uplifting playful melody in the background and the voice a young woman reads the copy. Duration :02 secs.

Frame 3: Visuals: The shot fades to a long shot, the sad character continues to move on the sidewalk, and gradually stops as some black copy with outer glow falls inside the frame in a playful yet sad manner and reads: “Life isn’t always fun and games”. Then the copy cracks into pieces and falls to the floor. Sound: The playful yet sad melody continues in the background and the voice a young woman reads the copy. Duration :03 secs.

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MOTION GRAPHIC

STORYBOARDFrame 5: Visuals: Same shot, the copy fades out and the NLYM character gets closer to the other character, he stretches out his hands toward him. A new white copy with drop shadow rises up and reads: “Have hope”. The rains drifts away to the back until it disappears, the sun comes up behind the city and the scene keeps filling with color and color rays stretch all the way to the left. Sound: The music continues in an up beat, uplifting playful melody in the background and the voice a young woman reads the copy. Duration :02 secs.

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Frame 6: Visuals: The shot cuts to a new setting showing the two characters arriving at the No Limits Y.M.’s entrance. The sad character is now smiling and the rays of color are now stretching from inside the entrance. Another happy character greets them and colored copy with outer glow bounces into the frame and reads: “Have fun”. Sound: The music keeps building up as an uplifting fun melody in the background and the voice a young woman reads the copy. Duration :02 secs.


Frame 7: Visuals: Same shot, then the word “fun” fades away and the word “Have” enlarges and slides beside the “no limits” and the copy reads: “Have no limits”. Sound: The music keeps building up as an uplifting fun melody in the background and the voice a young woman reads the copy. Duration :02 secs.

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8Frame 8: Visuals: A tracking shot follows some rays of color that flow from the right side of the No Limits’ entrance toward the right and slide into a white background ending at the logo’s character face. The NLYM logo is introduced and the tagline “We love YOUth” drifts in along with the call to action. “Saturdays at 5pm / www.nolimitsyouth.com”. Sound: The music starts ending as an uplifting fun melody in the background and the voice a young woman says: “No Limits Youth Ministry, We love Youth, Visit us in Bayamon, Puerto Rico, Saturdays at 5pm or go to: nolimitsyouth.com for more information”. Shot fades to black and video ends. Duration :03 secs.

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CAMPAIGN PROJECT

CONCLUSIONIt is through this presentation of the No Limits Youth Ministry Rebranding and Awareness Campaign that the importance of meeting the needs of today’s young people is made evident and creatively possible. The presentation has demonstrated that NLYM is ready for a great fresh start to launch its brand to effectively reach and help local high school to college age students that are in massive need of purpose and guidance. By using fun branding collateral and a youth-focused awareness strategy, NLYM will achieve the positioning it needs for its brand recognition and target audience support. By establishing the organization as the best place to get uplifting youth entertainment and fellowship every Saturday afternoon in the Bayamon Metro area, the campaign reintroduces the brand with fresh designs, modern-edgy typography, attention grabbing images and bright color schemes. NLYM’s brand purpose, fun personality and inspiring message is expressed in the campaign deliverables effectively with engaging and inviting language along side eye-catching designs. This campaign presentation showcases the ministry’s strongest features and benefits in a colorful, fun and inspiring way, and paves the way for successful ministry membership and funding increase.

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4.4 RESEARCH REFERENCES

Alvarez, A. (2011, November 10). Interview by V Rodriguez [Personal Interview]. No limits youth ministry vision and goals.

Brandenberg, D. (2011). The Best Fonts to Use When Advertising. Retrieved November 12, 2011 from http://www.ehow.com/list_5969462_fonts-use-advertising.html

Bunge, M. J. (2008). Biblical and theological perspectives on children, parents, and best practices for faith formation: Resources for child, youth, and family ministry today. Dialog: A journal of theology, 47(4), 348-360. doi:10.1111/j.1540-6385.2008.00414.x

Castro Velez, A. (2001, October 8). 3,800 suicidios en 10 años [Web log message]. Retrieved from http://www.puertorico.com/forums/human-rights-puerto-rico/6383-3-800-suicidios-en-10-anos.html

Gould, M. S., King, R., Greenwald, S., Fisher, P., Schwab-Stone, M., Kramer, R., Flisher, A.J., Goodman, S., Canino, G., & Shaffer, D. (1998). Psychopathology associated with suicidal ideation and attempts among children and adolescents. Journal of the American Academy of Child and Adolescent Psychiatry, 37(9), 915–923.

Latimer, W. W., Rojas, V., & Mancha, B. (2008). Severity of alcohol use and problem behaviors among school-based youths in Puerto Rico. Pan American Journal Of Public Health, 23(5), 325-332.

McQuillan, P. (2009). Youth ministry in a changing world: the international research project on youth spirituality. Journal Of Youth Ministry, 7(2), 73-89.

Mejia, C. (2011, November 12). Youth ministry advertising on a budget. [Web log message]. Retrieved from http://www.youthesource.com/Index.asp? Function=View&ArticleID=10 90&PageID=7082

Rodriguez-Burns, F. (2006, September 13). The amount of suicidal youth alarms. Primera Hora. Retrieved from http://stephaniemelendez.webs.com/suicidio.htm

Van Petten, V. (Speaker). (2011). Radical parenting. [Web Video]. Retrieved November 12, 2011 from http://www.radicalparenting.com/programs-2/vanessa-van-petten-speaker/ (PuertoRico.com, 2001).

4imprint, Inc. (2008). Blue paper color. Retrieved from info.4imprint.com/wp-content/uploads/Blue Paper Color.pdf

IMPORTANT NOTE: The images presented in this presentation were selected and used for educational and proposal purposes only, if the client desires to use these images or any campaign deliverable presented these must then be purchased in the following provided websites.

714.4 REFERENCES

4.4 IMAGES REFERENCES

Cover:Girl - Retrieved from http://www.gettyimages.com/detail/photo/girl-looking-up-royalty-free-image/74411384

Page 3:Hands - Retrieved from http://www.gettyimages.com/detail/photo/teenage-friends-with-hands-placed-in-a-circle-royalty-free-image/88751748

1.0 Research Section Images:

Group of students- http://www.gettyimages.com/detail/photo/multi-ethnics-group-of-young-students-at-the-royalty-free-image/109723517

Jean Texture – Retrieved fromhttp://www.brusheezy.com/textures/25943-jeans-textures-x-6

Colorful Legs Vertical - Retrieved from http://www.gettyimages.com/detail/photo/young-women-wearing-colourful-pants-socks-and-shoes-royalty-free-image/84541792

Abigail Alvarez – Retrieved fromhttp://www.facebook.com/photo.php?fbid=238853239491063&set=a.238841326158921.59987.238815969494790&type=3&theater

Friends hugging – Retrieved from http://www.flickr.com/photos/alekiedis/4799610541/

Mom and daughter - Retrieved from http://www.gettyimages.com/detail/photo/mother-and-daughter-having-a-talk-royalty-free-image/102070483

No Limits current logo – Retrieved from http://www.facebook.com/photo.php?fbid=239723992737321&set=a.238830332826687.59982.238815969494790&type=3&theater

Top line of colorful legs – Retrieved from http://www.gettyimages.com/detail/photo/young-women-wearing-colourful-pants-socks-and-shoes-royalty-free-image/84542076

Jessica (Target Audience) – Retrieved from http://www.gettyimages.com/detail/photo/teen-girl-portrait-royalty-free-image/91993996

Jose (Target Audience) – Retrieved from http://www.gettyimages.com/detail/photo/boy-listening-to-music-royalty-free-image/79305658

Lights and lifted hands – Retrieved from http://www.gettyimages.com/detail/photo/outstretched-hands-royalty-free-image/115084386Girl smiling – Retrieved from http://www.gettyimages.com/detail/photo/smiling-mixed-race-teenage-girl-royalty-free-image/135538759

2.0 Creative Development Section Images:

Teenagers Painting- http://www.gettyimages.com/detail/photo/teenage-friends-painting-sky-blue-royalty-free-image/83266926

Paint Textures – Retrieved from http://www.brusheezy.com/textures/25943-jeans-textures-x-6

Paint brushes- http://all-free-download.com/free-vector/vector-misc/effects_of_various_fine_brush_01_vector_149187.html

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Moodboard & Ad Images – Retrieved from:

Jeans -http://www.brusheezy.com/textures/25943-jeans-textures-x-6

Teenage Girl- http://www.gettyimages.com/detail/photo/teenage-girl-lying-on-floor-smiling-portrait-royalty-free-image/75287525

Lightbulb drawing- http://all-free-download.com/free-vector/vector-clip-art/lightbulb_ooidesign_clip_art_20086.html

Outstretched hands- http://www.gettyimages.com/detail/photo/outstretched-hands-royalty-free-image/115084386

Boy jumping- http://www.gettyimages.com/detail/photo/boy-jumping-and-shouting-royalty-free-image/79305617

Colored paints- http://www.gettyimages.com/detail/photo/coloured-paint-in-tins-high-res-stock-photography/104782298

Students standing together- http://www.gettyimages.com/detail/photo/students-standing-together-outdoors-royalty-free-image/143071469

Stainless steel- http://www.gettyimages.com/detail/photo/stainless-steel-royalty-free-image/122634441

Arms- http://www.gettyimages.com/detail/photo/four-young-women-arms-around-each-other-looking-out-royalty-free-image/73092314

Teenage friends- http://www.gettyimages.com/detail/photo/teenage-friends-royalty-free-image/109725570

Teenage friends with hands in circle- http://www.gettyimages.com/detail/photo/teenage-friends-with-hands-placed-in-a-circle-royalty-free-image/88751748

Boy Smiling- http://www.gettyimages.com/detail/photo/boy-listening-to-music-royalty-free-image/79305658

Painted background- http://www.gettyimages.com/detail/illustration/painted-background-royalty-free-illustration/71040521

Girl looking up- http://www.gettyimages.com/detail/photo/girl-looking-up-royalty-free-image/74411384

Teenage heads- http://www.gettyimages.com/detail/photo/young-women-and-young-men-with-heads-together-in-royalty-free-image/109374646

Teens studying- http://www.gettyimages.com/detail/photo/teenagers-studying-the-bible-royalty-free-image/77889190

Teenage girl- http://www.gettyimages.com/detail/photo/portrait-of-a-teenage-girl-royalty-free-image/88622936

3.0 Brand Standards Section additional images:

Reading Bible – Retrieved from http://www.gettyimages.com/detail/photo/young-woman-reading-book-royalty-free-image/124798945

P. 45 & Back Cover: Colorful Legs Horizontal - Retrieved from http://www.gettyimages.com/detail/photo/young-women-wearing-colourful-pants-socks-and-shoes-royalty-free-image/84542073

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4.4 REFERENCES

Print Media Mockups - Retrieved from

Blank Stationery- http://all-free-download.com/free-vector/vector-misc/blank_cards_envelopes_stationery_vector_157164.html

Notebook- http://all-free-download.com/free-vector/vector-misc/fine_blank_notebook_vector_155092.html

Sunglasses- http://all-free-download.com/free-vector/vector-misc/free_vector_jaybans_144816.htmlCompact Car- http://all-free-download.com/free-vector/vector-car/4_car_vector_155593.html

T-Shirts- http://all-free-download.com/free-vector/vector-misc/shirts_and_tshirts_of_various_styles_vector_155286.html

iMac- http://all-free-download.com/free-vector/vector-misc/imac_27_vector_144665.html

Billboard and Bus stop board- http://all-free-download.com/free-vector/vector-misc/outdoor_advertising_billboard_model_01_vector_155050.html

4.0 Design Solutions Section:

Girl with laptop- http://www.123rf.com/photo_11409798_students-on-campus-working-outdoors.html

Website Images:Staff pictures – Retrieved from http://www.facebook.com/media/set/?set=a.238830332826687.59982.238815969494790&type=3

Motion Graphic Sound References:CapoProductionz (Producer). (2010, June 27) Uplifting cinematic music - moment of truth [music video]. Retrieved March 25, 2012 from http://www.youtube.com/watch?v=0-yPUq7XkKg&feature=related

CapoProductionz (Producer). (2011, April 22) Uplifting music – legends of time [music video]. Retrieved March 25, 2012 from http://www.youtube.com/watch?v=shrgD2dKz4c

Pages 58-59:Friends holding hands in circle- http://www.gettyimages.com/detail/photo/teenage-friends-royalty-free-image/109725570

Page 69:Happy girl- http://www.gettyimages.com/detail/photo/happy-girl-laughing-royalty-free-image/136390740

Back Cover: Colorful Legs Horizontal - Retrieved from http://www.gettyimages.com/detail/photo/young-women-wearing-colourful-pants-socks-and-shoes-royalty-free-image/84542073

NLYM CAMPAIGN74Viviana RodriguezMedia [email protected]

rodriguez viviana_final project book nlym

Documents

brand awareness

brand standards3

rebranding campaign

campaign project brief1

uplifting youth entertainment

brand textures imagery3

strong brand essence

uplifting environment