Graduate Portfolio Project - Rebranding of Boys and Girls Club of America

Table of Contents
1.0 Research 3.0 Style Guide
1.1 Abstract 3.1 Voice & Tone
1.2 Research Paper 3.2 Appropriate Imagery
1.3 Communication Audit 3.3 Approved Color Pallet
1.4 Creative Brief 3.4 Logo Specifications
2.0 Campaign Project Objective 4.0 Stationary Packet
2.1 Target Population 4.1 Digital Media
2.2 Design Research 4.2 Advertisements
2.3 Logo Development 4.3 Promotional Items

“Train a child
in the way he
should go, and
when he is old he
will not turn from
it.”
Proverbs 22:6 NIV
ABSTRACT 1.1

The Boys and Girls Club of America is a
non profit organization that has been in
existence for decades. It all began with
the passion of two women who was
disheartened with the fact that young
boys in their community were hanging
in the streets because they had nothing
else to do. From that, they birthed an
organization that began at one cen-
tral location in Connecticut and later
launched into locations throughout the
United States.
The mission is to provide a safe place
for children to play, laugh, and learn
how to become effective leaders. As
the program grew from one location
where only sports were played, it has
since become an afterschool program
that provides tutoring, technological
instruction, health education, mentor-
ing, and sports year long.
Clearly understanding the needs of
most of the youth within the
program birthed classes for
parents as well who were in
need of guidance of how to
become a better and effective
parent.
One of my objectives for this
campaign for this project is to
expand the program so that
concentration can be given to
high risk youth who are in dan-
ger of being incarcerated.
ABSTRACT
ABSTRACT 1.1
1.1

"Theonlywaytodiscover
the limits of the possible
istogobeyondtheminto
the impossible."
Arthur C. Clarke

My research will explore, review, and
illuminate methods in which the
Boys & Girls Club of America
can have a better connec-
tion with the community
in which they provide ser-
vices. They are a non-profit
organization that offers
after school and summer
programming to children
from 5 – 18 years of age.
Their programming includes
academic, technical, empow-
erment, and leadership skills.
They also offer services to parents
of the youth members where they offer
parenting classes and GED programs for
parents who have not completed their
high school requirements. The Boys &
Girls Club of America are recognized for
having a long standing reputation for
making an significant
impact on young lives and communities
at large. It is my sincere hope that in my
research, I will be able to create strate-
gies in which the Boys & Girls Club of
America can make their presence in the
community more visible and approach-
able for children and families who are
in desperate need of their services. In
particular, my hope is to provide the
tools it will take to reconstruct the pro-
gram to meet the need of their com-
munities that have an exceedinly
high rate in gang and criminal
activity. While expanding their
efforts, the Boys & Girls Club
of America would be able to
collaborate with neighbor-
ing agencies who would be
able to assist in the effort by
providing a continuum of as-
sistance and motivation for the
family all around and provide
safer neighborhoods in which the
same families would be proud to reside
in. By increasing their presence in the so-
cial media arena and via advertisement.
he Boys and Girls Club of America has
been using their current logo since 1980.
It is a simple blue and white image of
two hands holding onto one another. It
is one that depicts oneness, together-
ness, and community. With the campaign
broadening the scope of people they will
be serving, it would befitting to design a
logo that will encompass youth and fami-
lies from all walks of life; from the lower
class to middle class.
RESEARCH PAPER 1.2

Although Boys and Girls Club of Amer-
ica is particular with changing of their
main logo, they have,
however,
allowed
for sub
titles
and
logos
to be
used for
programs
that fall under the
program. It would make good business
sense to create a logo as a subheading
to the organization itself.
The media that has been selected for
this campaign is to expand through
the venue of social, commercials, print,
and interactive media. Through social
media, Boys and Girls Club of America
can actively update users of upcom-
ing events and achievements of their
members as they progress through the
program. t’s an inexpensive method to
engage people throughout the world.
This method of technology could be
taught to the youth. This will enable
them to learn how to integrate having
fun, learning technology and marketing
skills all under one roof. “We’re trying
to get a broader awareness of our com-
mitment to digital literacy. People know
our name but they don’t necessarily
know what we do,” (NY Times). This
will not only educate the community on
their works but it will give the youth the
know how of what it takes to maintain
an organization such as the Boys and
Girls Club of America.
The commercials displayed on television
would be one of relevance and a call to
action.
With a 30 second spot, the commer-
cial would be filmed out of a black and
white urban neighborhood with an
appearance of hopelessness. youth,
which is to prepare them for their
adulthood. “In the world of branding,
creativity doesn’t require reinventing
the wheel, but simply thinking in fresh
ways”(Neumeir, M.). This all would be
incomplete if there was no voice at-
tached to this picture. Felton states that
voice is the brand’s image as expressed
in language.
RESEARCH PAPER 1.2

Communication
Audit
1.3
The single biggest problem in
communication is the illusion
that it has taken place.
George Bernard Shaw

Programming
Competitive
Landscape
Computer Technology
Tutoring
Basketball
Mentoring
Photography
Computer Technology
Tutoring
Basketball
Mentoring
Photography
minimal registration
fee
strategic location
parental skill program
minimal registration
fee
strategic location
parental skill program
Value Proporations
Meet the need of
youth
Raise standards
Encourage them to
reach potential
Meet the need of
youth
Raise standards
Encourage them to
reach potential
RESEARCH 1.3

Key Points
Differentiation
Brand
Mission
Reducing Violence
Collaboration with local
agencies
Central base for youth in
communities
Unlimited growth
Reducing Violence
agencies
communities
Unlimited growth
Reducing Violence
agencies
communities
Unlimited growth
Reducing Violence
agencies
communities
Unlimited growth
RESEARCH 1.3

The one dr
innovation
successful
and fun.
A.Blanton
CEO

Creative Brief1.4
riving force to creativity,
n and quality among truly
companies is playfulness
Godfrey, Chairman and
O of Juran Institute

The Boys and Girls
Club of America is a
non profit organi-
zation that has
been in ex-
istence for
decdades.
It all be-
gan with
thepas-
sion of
t w o
wom-
e n
w h o
w e r e
d i s -
hartened
with the
fact that
young boys in
their neighbor-
hoods were hanging
in the street because
they had nothing else
to do. From that, they
birthed an organizai-
ton that began at
one central location
in Connecticut and
later branched into
locations throughout
the United States.
The mission is to
provide a safe place
for children to play,
laugh, and to be-
come leaders. As the
program grew from
being a place where
sports were played
to becoming an af-
terschool program
that assists children
with their homework
and their studies, to
becoming a summer
school program for
youth so that they
will have a continuum
of activities through-
out the year.
As time went on, the
more areas that are
high in crime were
in need of programs
that would enable
parents to become
better parents. This
project is designed
to expand program-
ming in areas that
would have a positive
impact on the chil-
dren and community.
In particular, to help
reduce gang violence
and recidivism amon-
gest the youth by
providing them with
structure, fun, and
stability.
CREATIVE BRIEF 1.4

STRENTGHS
THREATS OPPORTUNITIES
WEAKNESSES
Longevity
Stable financial history
Community based
Safe environment for youth
Meeting youth’s needs
Programming
Media Presence
Adequate Membership
Monitoring Finances
Non Existent Internal Audits
Unethical and unprofessional staff
Gang violence
Bullying amongest youth
Youth use of illegal substan
Drug Abuse
Recognition of staff
Additional funding
Collaboration
Empower youth
Safe
Fun
SWOT ANALYSIS 1.5

The objective to my campaign project is to
rebrand the Boys and Girls Club of America
and to take more aggressive steps to
reduce gang activity within the inner city
neighborhoods. by doing this, we will col-
laborate with neighboring local organiza-
tions to bridge the gap of youth who are
lost and misguided in the ost disadvantage
commuity. The purpose of doing this is to
make BCGA the nucleaus of collaborating
networks that will extend to every home
within the community and to colletively
provide continual ser-
vices and programming
for our youth following
them to adulthood.
This will be achieved by
intergrading innovative
marketing strategies
that will display another
perception of the Boys
and Girls Club and what
lengths they would go
to in order to produce
great children that
would in turn become
great adults.
CAMPAIGN PROJECT 2.0

Onceyouchoosehope,anything'spossible.
~Christopher Reeve
TARGET POPULATION 2.1

3,954 chartered clubs and facilities including the following:
1,265 schools
356 BGCA school affiliated youth centers
316 public school housing
6% are 5 years and older
43% are 6 - 10 years old
12% are 16 years and older
55% are male
45% are female
ETHNICITIES
Caucasian 36%
African American 28%
Hispanc/Latino 23%
Multi Racial 7%
Asian American 3%
Native American 3 %
TARGET POPULATION2.1
TARGET POPULATION 2.1

RESEARCH DESIGN 2.2
The moodboard is designed to give a visualation of what one’s brand essence portrays. For the Boys

RESEARCH DESIGN 2.2
s & Girls Club, this moodboard depicts energy, unity, fun, achievement, sportsmanshp, and growth.

"Allkidsneedisalittlehelp,a
littlehopeandsomebodywhobe-
lievesinthem."
Earvin"Magic"Johnson

"Thefuturebelongsto
those who believe in the
beautyoftheirdreams."
EleanorRoosevelt
RESEARCH DESIGN 2.2

Developing a unique brand for the Boys & Girls Club was a challenge in that it
needed to express all of the components described in the abstract. It needed to
portray diversity, empowerment, fun, excitement, unity, and growth.
Boy
sandGirls Club of America
Boys Girls
RESEARCH DESIGN 2.2
Diversity
Fun Growth
Unity
Excitement

“The race i
the strong
to the end.

Brand & Tone
The brand and tone of voice is that unheard
sound that reflects off of a company’s prod-
uct and/or service. It sets the atmosphere
for the consumer, this is what marketing is
all about. Captivating your audience with the
tools that are used to attract their attention
is what’s defined as the tone or voice of a
brand.
For my campaign, my logo’s design is created
to draw the attention of youth from diverse
backgrounds. The strategy is to persuade
them to think that if they become a part of
the Boys and girls club, they will be able to
feel the same energy that bounces off of the
logo.
isn’t given to the swift or
- but the one who endures
.”
Eccleasiates 9:11 KJV

The images selected should be indicative to the brand elements of the Boys
and Girls Club. the image’s focal points are of fun, learning, mentoring, team work
within an environment that does may not necessarily provide for the youth. The
consumer should be able to emotionally connect with the brand.
STYLE GUIDE 3.0

Appropriate Imagery
STYLE GUIDE 3.0

C 100%
M 100%
Y 100%
K 100%
C 75%
M 5%
Y 100%
K 0%
C 75%
M 5%
Y 100%
K 0%
C 0%
M 0%
Y 100%
K 0%
C 15%
M 100%
Y 100%
K 0%
Color Palette
STYLE GUIDE 3.0
In order to create a visual design and a unique brand essence, a color palette is es-
sential in that it distinguishes one’s brand apart from others.

ub
&&
ßoys
GirlsGirls
Cl 0.0
0.2
0.4
0.6
0.8
1.0
While conducting research for the Boys & Girls Club and reviewing their logo of the interlocking
hands, we realized this logo is in need of a makeover.
The Boys & Girls Club is known for providing a safe, fun, and learning environment for youth for
over a hundred years.
As each generation of youth develops into young adulthood, this program has the opporunity to
change lives and help them become the best individual they can be.
Redesigning the logo will be one of the tools to represent that concept. The star, the blazing colorful
sparks, and children sprinting together in the same direction is to reflect the average young person has
the potential to become great beyond their wildest dreams if they shoot for the stars.
ORIGINAL LOGO
REDESIGNED LOGO
Extraordinary Children
Become
Extraordinary Adults
Logo Specifications
STYLE GUIDE 3.0
L: 1.8728 in.
L:2.3134
in.
L: 1.9565 in.

The diverse logo styles will be used for
specific situations such as print, web, and
promotional product.
NEW REDESIGNED LOGO
LOGO WITHOUT FLASH
PLAIN LOGO
W 2.2462
H 6.66667
W 2.2462
H 6.66667
W 2.2462
H 6.66667
Become
Become
Logo Variations
STYLE GUIDE 3.0

Colors are
the smiles of
nature.
~Leigh Hunt
STYLE GUIDE 3.0

The colors selected for the logo are consistent with the brand essence. for the Boys and Girls Club of
America. The various colors demonstrate energy, diversity, fun, and excitement.
C 0%
M 58%
Y 98%
K 0%
C 85%
M 100%
Y 41%
K 43%
C 4%
M 98%
Y 100%
K 1%
C 75%
M 68%
Y 67%
K 90%
C 32%
M 8%
Y` 100%
K 0%
Logo Colors
STYLE GUIDE 3.0

ub
&&
ßoys
Girls
G
i
r
ls
C l 0.0
0.2
0.4
0.6
0.8
1.0
When creating a logo, there must be con-
sistency is it’s intended marketing pur-
poses. Changing the logo on a regular ba-
sis weakens the branding for the company.
BOYS & GIRL S
&
BOYS
G I R L S
Become
Become
Become
Don’t Do This
Do This
Logo Usage
STYLE GUIDE 3.0

Margin o.5 in.
Margin 0.2 in.
285 Liberty Street
Newburgh, NY 12550
Stationary
STYLE GUIDE 3.0
In order to maintain the brand essence and
to maintain consistent visual identity, it is
important to demonstrate the same energy
throughout each component produced for
the brand.

The website’s designed for simplicity and easy navigation for the end
user. The bright colors and energy it displays is to exude the same
type of energy the program provides for the memebers of the club.
DIGITAL MEDIA 4.0

DIGITAL MEDIA 4.0
The concept for the motion graphics piece of the project was to convey the message that
although one’s situation may look grim and hopeless, there is still a chance of rising above
these obstacles by becoming a part of the Boys & Girls Club. The programming they pro-
vide will equip the youth to become successful leaders no matter what path they take.

DIGITAL MEDIA 4.0
MOTION GRAPHICS

Advertisements4.2
There was one font used
for this add with two
different sizes. This was
to draw emphasis on the
tagline “Extraordinary
Chilren Become Extraor-
dinary Adults” which was
in Bolton Shadow at 26 pt.
The subheading provides
the website’s information
which was at 14 pts.
Logo Placement
The logo was strategically
placed in the rear so that it
will give off the affect of a
star in the sky and possibly
the youth thinking about
becoming a star at the
Boys & Girls Club.
Imagery
The image selected was
enlarged to project an
emphasis to our target
audience.
ub
ßoys
GirlsGirls
Cl
The Boys & Girls Club
ExtraordinaryChildren
BecomeExtraordinaryAdults
Can’t Think of A Better Place To Grow.
Give A Call To Our Office and Find Out
How To Make It Happen or visit our website.
Phone: 845.555.1212
website: www.bgca.org
ADVERTISEMENTS 4.2

Become
Can’t Think of A Better Place To Grow.
Give A Call To Our Office and Find Out
How To Make It Happen or visit our website.
Phone: 845.555.1212
website: www.bgca.org
ADVERTISEMENTS 4.2

These promotional items show the materials where the brand
is acceptably used. The color of the fabrics used must copli-
ment the logo. Bright colors will accentuate the black star
and illuminate the colorful lettering embossed in the logo.
T-shirts
Baseball Caps
PROMOTIONAL ITEMS 4.3

4.3 Promotional Items
Traveling Coffee Cup
PROMOTIONAL ITEMS 4.3
Backpack

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http://www.intel.com/content/dam/www/program/education/us/en/images/co
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