After the Audit How to organize the “messy closet.”

Branding/Rebranding Process  Phase 1: Research/Development –Brand audit –Briefing with client about audience, reputation, what’s working/not in their view  Phase 2: Design Development –Standards and prototype development –Focus group/client meeting to narrow options –Based on results of focus group, create one concept/”look” and create finalized manual to standardize implementation  Phase 3: Implementation –Apply the graphic standards to all collateral materials  Show as “before/afters,” create as templates  Phase 4: Repeat (in a few years!)

Phase 1: Research/Orientation  Your questions about Brand Audit  Your findings from Brand Audit

Design Development: Standards/Prototypes  What are implications of brand audit for graphic design?  Develop an “identity system” or coherent concept described in a manual.  “Fix” what is broken and show it in samples of various materials  Demonstrate interaction of logos, images, colors, layouts, copy  Try out very different concepts and “test” with client to see which is best “fit.”

Phase 2: Graphic Standards How-to  Change of plans: Break into groups NOW.  Each group will create a “graphic standards manual” and a prototype of what they will be designing.  Elements of the standards and the prototype will be “tested” in a focus group Week 5 or 6 –St. Stephen’s will assemble a small group of staff, board, clients to give their opinions/feedback.

Graphic Standards Characteristics  Created in order to make an “identity system” aspect of a brand sustainable, consistent over time.  Builds in some flexibility/choice  But maintains a “look” and standardization –Often non-designers are creating letters, brochures, etc. –Can see it as an “instruction” manual, too.

Graphic Standards Characteristics  Include into about theoretical aspects of the brand and how the design choices influence brand identity.  Very thorough, anticipating future publications, variety of media, etc. where brand appears.

Graphic Standards Characteristics  Include both narrative and diagrams describing measurements, applications, samples. –Typefaces that should be used exclusively  Serif and sans serif (showing caps, lowercase, sm caps.  Acceptable type sizes for different materials –Exceptable/unacceptable uses of logo –Acceptable color palette  Acceptable use of background screen (percentages) –Layouts/amount of white space –Images: content, composition, color

Graphic Standards In Action  Link to my Delicious page (course site) has great source of graphic standards for nonprofits.  Otterbein manual: it really works!  Blue Cross of NC: the basics Blue Cross of NC Blue Cross of NC  Smithsonian Smithsonian  Alzheimer’s Association: see photo specs/layout. Alzheimer’s Association Alzheimer’s Association

Graphic Standards In Action  What would you put in such a manual to fix this?  Photo use  Typeface  Color  Logo  Copywriting

Phase 2: Standards How-to  Begin by sharing findings of YOUR audit and your ideas for “fixes.”  Can divide up labor in group any way you wish. –Make only one person in charge of contact Kimberly if needed  Prototypes need to be complete, but won’t be graded directly. –At end of quarter, however, finished designs will be!  Once prototype created, each individual student will write a “focus group discussion guide” for a grade.

Phase 2: Prototype How-to  At break, write on a piece of paper the following –1 st and 2 nd choice of work groups –Anyone you’d rather NOT work with  After demo/lab, I should be able announce the groups.  Thursday: After two software demos, work in class on design standards.

Then What?  Next Tues.: Tour from 1:30-2:30 at St. Stephen’s –Chance to get any additional materials not easily ed. –Take your own (better) photos?  Next Thursday: More about focus group and discussion guide assignment