jamestown-yorktown foundation - history is fun · we understand that jamestown-yorktown...

February 21, 2013

Jamestown-Yorktown FoundationC R E AT I V E S E RV I C ES – LO G O D ES I G N S

communications

communications

communications

RFP# 13-425-021

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Executive Summary ......................................................2

Our Understanding ........................................................2

Who We Are ..................................................................3

History ...........................................................................3

Your Team .....................................................................4

Our Approach ...............................................................5

Samples ........................................................................7

Schedule .......................................................................9

Appendix (Pricing and Attachments I & II) ..................... 10

Table of Contents

The contents of this proposal are confidential and solely for review by authorized personnel of Jamestown-Yorktown Foundation in this proposal process. We request that this document and the information contained herein be safeguarded from any reproduction, distribution, or other form of release without the express permission of HUE Communications except as needed to facilitate the proposal process.

Thank you for the opportunity to respond to the Jamestown-Yorktown Foundation’s

request for creative design services for the American Revolution Museum at

Yorktown (ARMY) and Jamestown Settlement (JS). HUE Communications is well

suited to partner with you on this initiative, having a great deal of creative, branding

and marketing experience with a wide range of organizations, many of which are

similar in size and scope to the Jamestown-Yorktown Foundation. You will find we

are committed to partnering to achieve the Jamestown-Yorktown Foundation’s

mission and branding goals.

HUE Communications hopes that this logo design project and associated branding

discussions can be the start of a successful and long-term relationship.

Thank You

1

Jamestown-Yorktown Foundation — CREATIVE SERVICES – LOGO DESIGNS 2

Executive SummaryThe Jamestown-Yorktown Foundation is set to create and execute new graphic names and logos for ARMY and JS that uniquely set them apart, yet work cohesively together across mediums, to effectively and efficiently reflect the identities of each establishment. These logos should be encompassing and flexible enough to use as an anchor across a variety of external and internal audiences and stakeholders.

This proposal will further introduce you to HUE Communications and show you why we can successfully help you reach your goals in a timely and cost effective manner.

We describe the process that we would undertake, a multi-tiered approach that encompasses brief initial research, planning and implementation. This process helps define and organize key messages, determining the appropriate branding strategy and tactics necessary to successfully execute a cohesive, impactful set of branded graphic names and logos for ARMY and JS.

We have also include samples of our work, references, a high

level timeline and pricing, per the RFP’s requirements.

Our UnderstandingWe understand that Jamestown-Yorktown Foundation’s current mission is to “foster through its living-history museums – Jamestown Settlement and Yorktown Victory Center – an awareness and understanding of the early history, settlement, and development of the United States through the convergence of Native American, European, and African cultures and the enduring legacies bequeathed to the nation.”

Jamestown Settlement and Yorktown Victory Center (YVC to be replaced by the American Revolution Museum at Yorktown) brings to life these foundational eras in American history for individuals and families of all ages, providing an enriching, fun and inspiring learning experience that leaves lasting impressions and a deep understanding of our nation’s history that can only be fulfilled through a visit to these living history museums. With various types of presentations and hands on interactivity, these two museums effectively speak to all kinds of learners – whether visual learners, experiential learners, auditory learners etc, all while having fun. These environments bring to life and integrate what a textbook, documentary, etc. could never provide standing alone. To summarize each establishment’s eras of focus:

Jamestown Settlement interprets the cultures of 17th-century colonial Jamestown, America’s first permanent English settlement, and the Powhatan Indians. Yorktown Victory Center (to be replaced by the American Revolution Museum at Yorktown in late 2016)

Yorktown Victory Center interprets the impact of the American Revolution on the people of America and the development of the new nation.

These two sights are significant not simply because they are the first permanent English settlement in the New World and the birthplace of America as an independent country. Their significance holds a much deeper meaning for Americans. They represent the embodiment of the Decleration of Independence. A promise that within our shores all men are created equal.

In bringing all of this to life with support from a branding and design perspective, HUE fully understands and accepts the task outlined in the RFP. We understand the true importance of the initiative to design the graphical identity and logos of ARMY and JS, as they will be included in the first and ongoing touch points, rooted in and representative of the mission and all that these museums strive to achieve, as discussed above.

More specifically, HUE understands the following project requirements in full:

Design RequirementsFour designs for logos and name fonts per site for ARMY and JS (designs shall be used cross a variety of applications, such as print, web, merchandise, uniforms, signage, stationery etc.)

• Contemporary,yetclassiclook(10-15yearshelflife)

• Featurekeyiconicimage(s)thatrelatetoARMYandJS

• Complementarydesignforside-by-sidepositioningasneeded

• Designswithandwithoutmuseumnameintegration

• Recommendationformuseumnamefonts

• Optionssuitableforsmallandlargesizes

• Uniquecolorschemesforeachsite,yetabletopresentbothin one or two complementary colors

• Graphicsanddesignsaretobetrademarkable(avoidingnational flags)

Additional Requirements• Onlinebasedresearchelementtotestmultipledesignswith

target consumers

• ProjecttobecompletedinfullbyApril30,2013(see

schedule on page 7)


Who We AreHUE Communications is a minority, woman-owned marketing, communications and design agency with clients ranging from Fortune 500 firms, to governments and small to medium local businesses looking to expand their market share or encourage their audiences to take action—HUE Communications stands ready to create effective campaigns to communicate the right message to the right audience at the right time.

Whether you’re facing an internal change management challenge, looking to motivate stakeholders, or preparing for your next marketing initiative, HUE provides all the expert, individual, start-to- finish service and creative focus you need to produce meaningful and functional designs.

From initial concept to completed project, we infuse every job with experience, innovation and professionalism. We work closely with our clients to analyze their needs, identify their position in the marketplace, define their objectives and create powerful visual communications within their budget. Our philosophy is responsiveness and consistency, so our clients know they can rely on us. We do this by developing our partnership deliberately, over time and with the client’s best interests in mind.

The principal designer assigned to an assignment also handles project management. This gives our clients direct access to the designer, without the need for interpretation by a “middle man”.

• Marketing,StakeholderandEmployeeCommunicationsstrategies and research

• High-quality,high-conceptdesigntranslatedintomulti-media

• Graphicsupportservicestofunctionasanextensionofyour in-house design department and/or marketing and communications teams

• Writingservices

• Onlineexpertise

— email campaigns

— website development

— social media

HistoryThe company was founded as HUE Communications, LLC in 2006 by Christy Parrish and James Wagoner, two vibrant and talented designers who are also bright entrepreneurs.

The impetus for HUE Communications came from several of Christy’s high profile network relationships who were dissatisfied with the quality of design provided by their existing vendors. With the wonderful support and encouragement of a few loyal clients, Christy ventured out, on her own, to offer high caliber design services. Clients remained faithful and brought their design business to HUE.

In fact, when Parrish started in August of 2006 she brought with her several major new clients, including PricewaterhouseCoopers. HUE Communications became a graphic design agency producing powerful visual communications in various media for an impressive clientele, including fortune 500 firms, major national trade associations and local corporations.

During the past seven years we have been able to flourish, working with our existing clients as well as creating new and exciting relationships. We believe that due to our specialized approach and knowledge of so many facets of communications, we will be able to market and grow successfully into the future.


Your TeamHUE Communications is comprised of many talented graphic designers, communicators and writers. We have provided information on the owners and Marketing Director that will be your day-to-day contacts as well as the project managers for our project work with the Jamestown-Yorktown Foundation. We understand that successful performance depends on our continued ability to reach a common understanding of the work to be performed, to develop mutually acceptable levels of performance, and to communicate openly throughout the life of this project.

Christy ParrishPrincipal Designer/Partner Project Manager

Christy is an exceptional graphic designer who gets exceptional results. She combines design communication with ambitious visual standards. Her design is smart, functional and savvy. Christy has applied her creative ingenuity to a diverse range of high-profile clients from the Ritz Carlton to the DC Heritage tourism coalition, and from Lorton Community Action Center to the brokerage firm of Cushman and Wakefield, LLC.

Christy’s other design credits include AonHewitt, PricewaterhouseCoopers, Lockheed Martin, National EducationAssociation,GeorgeMasonUniversity,MarriottInternational, Mars, Inc., MedStar Health, Pinnacle Foods, Pepco, Sunrise Senior Living, National Air Traffic Controllers, Towers Watson, Sodexo, Johns Hopkins and UPS.

Christy has extensive experience in creating brand identity as well as designing brochures, ads, posters, annual reports, direct mail, collateral, promotional and multi-media materials. At HUE Communications she supervises all creative materials from concept to production. Christy earned a BFA from the Corcoran School of Art and Design and currently pursuing hergraduatedegreeinArtsManagementatGeorgeMasonUniversity.

James WagonerPrincipal Designer/Partner

James is a graphic and conceptual designer, as well as a fine artist, illustrator and

photographer. He has nine years of professional experience following his studies in design at Anderson University in Anderson, Indiana. His work is conceptually minded yet minimalist in execution.

James is focused on designing with the goal of achieving results for the client, rather than designing for the sake of design. He is also adept at designing within a given brand’s guidelines. James works on both MAC and PC platforms at a fast pace under tight deadlines, but without compromising detail and design quality.

James has applied his talents to a diverse range of print media including books, flyers, annual reports, posters, direct mail, print ads and bind-in ads, with extensive expertise in pre-press, offset press and large format. He has designed print and collateral material for a number of high-profile clients, including AonHewitt, DCWater, PricewaterhouseCoopers, Primatics Financial, Sunrise Senior Living, Marriott International, Mars, Inc., Metropolitan Washington Airport’s Authority, Towers Watson,Gold’sGym,JubileeHousingAlliance,WashingtonLawyersCommittee,andtheCarlyleGroup.

Cara SchreiberMarketing Director

Cara has a B.S. in Marketing, Pennsylvania State University and an M.S. in Integrated

Marketing Communications, West Virginia University. Cara has a marketing background with an emphasis on media strategy, creative strategy, branding and project management. She has vast experience strategically planning and executing multi-channel, integrated marketing campaigns for fortune 200 as well as mid- size companies on the client side, including Capital One, Sunrise Senior Living and Yves Rocher. Additionally, Cara has been an adjunct marketing instructor at Marymount University since 2008.

Cara’s experience also spans the agency side, as an account manager and direct marketing media buyer for clients such as Campbell’s Soup, American Express, Bayer Aspirin and Colgate Palmolive. Her professional strengths and interests include branding, creative testing, market research and web marketing, including social media. Cara’s marketing philosophy is results focused, creative and customer-centric.


PlanningAfter our in-depth research meeting, we will move into the planning phase. At this point we will develop a written plan including the following information:

DEVELOP KEY MESSAGES We will work with you to refine and finalize key messages to convey through the ARMY and JS logos. The key messages should resonate with all target audiences.

CONFIRM DETAILED SCHEDULE We will determine a detailed schedule for the project.

DEVELOP A FIRM BUDGETWe will finalize the budget for the plan that is presented here and conduct scheduled budget check-ins.

DEVELOP MILESTONESWe will develop set goals with the Jamestown-Yorktown Foundation. These milestones will be evaluated on specific initiatives as well as in periodic reviews.

ASSIGN RESPONSIBILITIES Based on budget and capabilities, we will work with the Jamestown-Yorktown Foundation team to determine responsibilities and begin implementation.

ImplementationDuring the implementation phase the actual logo designs are brought to life — the branded look and feel is determined and created, and appropriate design concepts are developed and distributed, per the specifications outlined in the RFP.

Our ApproachWe have mapped our approach for you on the pages that follow. It is our hope it will give you a clear understanding of our willingness to go above and beyond to win and successfully complete the design of your ARMY and JS logos.

Multi-Phased ProcessWe recommend a multi-phased approach to develop and implement the branding and design of the logos. Each phase — Research, Planning, Implementation and evaluation — is an integral part of developing a successful holistic solution that will hopefully provide input into a blueprint for further brand evolution and integration later.

ResearchIn the research phase, we will seek to confirm the current state of ARMY and JS, regarding your existing marketing, branding and outreach, including key messages and uses for the logos. As mentioned previously, we understand Diverse is not ready to perform a full scale, organizational rebrand. However, for this initial portion of the process, it is important that we determine the details that will be necessary for the branding and redesign of your requested logos which are such highly visible supporting visuals to each respective brand that should effectively and efficiently communicate the answer to “What are the American Revolution Museum and Jamestown Settlement all about?”

In order to complete this step quickly, we recommend a 1 to 2 hour meeting with all key players to present a discussion guide that will capture the following:

• Discussandreviewbrandingbestpractices

• ReviewtheJamestown-YorktownFoundation’smissionand vision and how it relates to the American Revolution Museum and Jamestown Settlement’s brands

• ReviewDiverse’scorevaluesand/orprinciples

• Definepurposes/goalsforthenewlogos

• Identifyallaudiencesforthenewlogos

• Establishthekeymessagesofthelogosforallaudiences

• Determineorganizationalstructureandhierarchy

The results of our research and analysis, as well as conversations with your key stakeholders, will be helpful in refining key messages, designing the logos and understanding barriers to successful communication for the planning phase.


The BrandA strong branding strategy uses design to communicate a message that attracts the target audience that you want to reach — a message that creates emotional resonance in your brand, while differentiating between you and your competitors.

The objectives that a solid brand, and more specifically here for the purposes of your logo designs, achieves include:

•Deliveryourmessageclearly.

•Confirmyourcredibility.

•Connectwithyourtargetsemotionally.

•Inspireandmotivateyouraudiences.

To succeed, you must understand the needs and wants of your audiences and prospective audiences. You do this by integrating your brand strategies throughout your organization at every point of public contact.

Your brand resides within the hearts and minds of your partners, stakeholders and consumers. It is the sum of their experiences and perceptions, some of which you can influence, and some that you cannot. It is very important to spend time investing in defining and building your brand. After all, your brand is the source of a promise to your consumer. It’s a foundational piece of your marketing communications and one you do not want to be without.

Developing your brand consists of looking at your core business, your core audiences, your competition, your unique services and your positioning in the marketplace. We will also have you express your company’s mission, vision, key values and messages. You have already provided us with some of this information; we just need to complete the picture, in order to best represent the future and evolution of ARMY and JS, using your logo designs as a launch pad, that can then be further refined when you may decide to do a full rebrand of your organization in the future. We understand your request to perform an online-based research test of the design concepts with target consumers prior to finalizing the logo designs.


Samples

The following is a small representation of our expertise in branding and logo design. Additional samples can be provided upon request.

Join us for our 16th annual July 4th festivitiesf Located at Ida Lee Parkf Live Entertainment

and Food Vendorsf 10:00am Parade down

King Streetf 11:30am Courthouse

Historical Programf 6:00pm Gates open at

Ida Lee Parkf 7:00pm Entratinment...

”The Faulous Hubcaps”f 9:30pm Fireworks

Free to Public, no pets pelase, fireworks or

alcoholic beverages or glass bottles.

Leesburg spans three centuries of American history. It’s the perfect place to celebrate America’s holiday. You’ll enjoy the small-town atmosphere and down-home food, topped off with a big-time fireworks display.

Celebrate July 4th at the Crossroads of America

The Town of Leesburg 16th Annual Independence Day Celebration

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For more information please call

703-777-1368 | www.idalee.org

Celebrate July 4th at the Crossroads of AmericaLeesburg spans three centuries of American history. It’s the perfect place to celebrate America’s holiday. You’ll enjoy the small-town atmosphere and down-home food, topped off with a big-time fireworks display.

Join Us for Our 16th Annual July 4th Festivities

f Located at Ida Lee Park

f Live Entertainment and Food Vendors

f 10:00am Parade down King Street

f 11:30am Courthouse Historical Program

f 6:00pm Gates open at Ida Lee Park

f 7:00pm Entratinment...”The Faulous Hubcaps”

f 9:30pm Fireworks

Free to Public, no pets pelase,

fireworks or alcoholic beverages

or glass bottles.


K

K

For more information please call

703-777-1368 | www.idalee.org


K

K

Free to Public, no pets pelase, fireworks or alcoholic beverages or glass bottles.

f Located at Ida Lee Park

f Live Entertainment and Food Vendors

f 10:00am Parade down King Street

f 11:30am Courthouse Historical Program

f 6:00pm Gates open at Ida Lee Park

f 7:00pm Entratinment...” The Faulous Hubcaps”

f 9:30pm Fireworks

For more information please call 703-777-1368 | www.idalee.org

Join Us for Our 16th Annual July 4th Festivities:

Celebrate July 4th at the Crossroads of AmericaLeesburg spans three centuries of American history. It’s the perfect place to celebrate America’s holiday. You’ll enjoy the small-town atmosphere and down-home food, topped off with a big-time fireworks display.

National Parks and Historic Sites

U.S. QUARTERS COLLECTION

john muir

.

Mount Rushmore National Park

South Dakota

Harpers Ferry National Historical Park

West Virginia

Glacier National Park

Montana

Lowell National Historical Park

Massachusetts

Great Smoky Mountains National ParkTennessee

Theodore Roosevelt National Park

North Dakota

Olympic National ParkWashington

American Memorial ParkNorthern

Mariana Islands

Shenandoah National Park

Virginia

Fort Moultrie (Fort Sumter National Monument)

South Carolina

Vicksburg National Military ParkMississippi

War in the Pacific National Historical Park

Guam

Arches National Park

Utah

Effigy Mounds National Monument

Iowa

Chickasaw National Recreational Area

Oklahoma

San Antonio Missions National Historical Park

Texas

Great Sand Dunes National Park

Colorado

Frederick Douglass National Historic SiteWashington, D.C

El Yunque National ForestPuerto Rico

Frank Church River of No Return Wilderness

Idaho

Everglades National Park

Florida

Ozark National Scenic Riverways

Missouri

Chaco Culture National Historical Park

New Mexico

National Park of American Samoa

American Samoa

Homestead National Monument of America

Nebraska

Ellis Island National Monument(Statue of Liberty)

New Jersey

Acadia National Park

Maine

Weir Farm National Historic Site

Connecticut

Apostle Islands National Lakeshore

Wisconsin

Bombay Hook National Wildlife Refuge

Delaware

Marsh-Billings-RockefellerNational Historical Park

Vermont

Yosemite National ParkCalifornia

White Mountain National Forest

New Hampshire

Voyageurs National ParkMinnesota

Saratoga National Historical Park

New York

Tallgrass Prairie National Preserve

Kansas

Grand Canyon National Park

Arizona

Perry Memorial Victory and International Peace Memorial

Ohio

Cumberland Island National Seashore

Georgia

Shawnee National Forest

Illinois

Tuskegee Airmen National Historic Site

Alabama

Mount Hood National Forest

Oregon

Great Basin National Park

Nevada

Block Island National Wildlife Refuge

Rhode Island

Cumberland Gap National Historical Park

Kentucky

Gettysburg National Military Park

Pennsylvania

Fort McHenry National Monument and Historic Shrine

Maryland

George Rogers Clark National Historical Park

Indiana

Kisatchie National Forest

Louisiana

Hot Springs National Park

Arkansas

Hawai’i Volcanoes National Park

Hawaii

Pictured Rocks National Lakeshore

Michigan

Blue Ridge Parkway

North Carolina

Salt River Bay National Historical Park and Ecological Preserve

U.S. Virgin Islands

Yellowstone National ParkWyoming

Denali National Park

Alaska

National Parks and Historical Sites

U.S. QUARTERS COLLECTION

LIBERTYCOLLECTIONS

LIBERTYCOLLECTIONS

iberty COLLECTIONS

LIBERTY COLLECTIONS

LIBERTYCOLLECTIONS

LIBERTYCOLLECTIONS

LIBERTYCOLLECTIONS

COLLECTIONS

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LibertyCollections

LibertyCollections

proudly made in the usa

wIn history, the arts, and popular culture, Mexico is at the heart of the Americas. An ancient cradle of American agriculture, literature and technology, the cities of Mexico were the rst to make Europeans marvel. Coveted for its territory and its natural and human resources, Mexico has been at the center of political and military contests that long predate the Spanish conquest of the 16th century. Objects, images and sounds from Mexico’s diverse peoples and landscapes permeate the collections of the Smithsonian Institution. Over time and across borders, Mexico—whether seen through the prism of U.S. military history or contemporary indigenous arts—has become a land with many meanings. “Mexican Treasures of the Smithsonian” showcases collections from across the institution that illustrates Mexico as a place of human, scienti c and historical wonder.

Welcome to Mexican Treasures of the Smithsonian

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Smithsonian Latino Center

Location:S. Dillon Ripley Center,International Gallery1100 Jefferson Drive, S.W.,Washington, D.C.

Hours: 10:00 am - 5:30 pm

Tours available upon request. Please call 202.633.1240

Produced by the Smithsonian Latino Center. Printed copies are available at no fee, please submit request to:Smithsonian Latino CenterP.O. Box 37012 MRC 512, Washington, D.C. 20013-7012(202) 633-1240This guide is available online at www.latino.si.eduContent: Emily Key. Editing: Emily Key, Joanne Flores, Ranald Woodaman, Isabel Lara.Design and Printing: Art & Negative.Data Courtesy of Encyclopedia Britannica Online, Encarta Encyclopedia Online.This publication received federal support from the Latino Initiatives Pool, administered by the Smithsonian Latino Center.

THE EMPIRE:

The Aztec dominated their neighbors through military force and would absorb them into the empire by demanding constant tributes from their subjects. These conquered people resented the Aztecs and were quick to join the Spanish conquest.

WHO WERE THE FIRST

AND LAST EMPEROR’S OF THE AZTEC?

The rst Emperor was Itzcoatl, while the last was Cuauhtémoc. The rst Emperor to greet the Spanish upon Hernan Cortes’ arrival was Moctezuma.

AZTEC RELIGION:

The Aztecs, similar to other early civilizations of the region were polytheistic and worshipped several gods, many of them connected to nature. They worshipped the gods of Earth, Rain, and the Sun. One of their notable gods, Quetzalcoatl, the plumed serpent and one of the gods of creation was worshipped throughout Mesoamerica and the American Southwest. The Aztecs held the belief that the gods needed to be appeased, at times through human sacri ce. The image below is Chalchiutlicue, the goddess of Earth’s water.

Day of the Dead

WHEN?

Celebrated on November 1st and 2nd of every of year throughout most of Mexico and Latin America.

WHAT IS IT?

It is a celebration that honors the spirits of loved ones or important people who have passed. The belief is that the dead return to their loved ones at this time of year. Families create ofrendas, or altars with food, drink, breads, and sweets, among other things, that are left for the dead to enjoy. In addition, the altars are decorated with candles, pictures, candy skulls, and papel picado, a kind of paper decoration, as well as with marigolds. These are known by the Náhuatl name, cempasúchil ( ower of the dead).

INTERESTING FACTIn some cases, Day of the Dead ceremonies are organized and led by the Catholic Church, combining both Catholic and Native American elements. Day of the Dead coincides with the Roman Catholic All Saint’s Day.

The Nahua

WHO:

They are a Native American people of central and eastern Mexico.

LANGUAGE:

Náhuatl is the most common indigenous language of the region

MOST NOTABLE GROUP:

While other Nahua groups remained separate, the Mexica-Aztec established the powerful Aztec Empire throughout central and southern Mexico.

WHEN:

The Nahua people migrated to the valley of Mexico around the 11th Century AD.

THE NAHUA TODAY:

Currently, the Nahua people can be found in the valley of Mexico and are the largest native group in the country. Their way of life blends both native and Western traditions, as can be seen in their religious festivals.

The Olmec LegacyThe Olmec civilization dates back to 1200-400 BC. It is believed that the Olmec in uenced and formed the basis of every other Mesoamerican civilization onwards. They primarily lived in the central coast and southern regions of Mexico, in present day Tabasco and Veracruz.

Characteristics of the OlmecThe Olmec are known for creating giant stone heads that were carved and sculpted from basalt, a kind of volcanic rock. These great heads can weigh upwards of 30 tons. The Smithsonian Institution owns a cast of one of these Olmec heads. The Olmec not only used basalt, but also jade to carve and sculpt images such as the Olmec pendant that can be seen in this exhibition.

5555555 EARLY CULTURES

The Smithsonian-Olmec ConnectionMatthew Stirling, an archaeologist and Smithsonian Institution researcher made one of the greatest historical discoveries of the region by proving the existence of the Olmec culture. Stirling was born in 1896 in Salinas, California and studied anthropology at the University of California. He began working as the Assistant Ethnology curator for the Institution and in 1938 participated in an expedition to Mexico that uncovered many fascinating artifacts and facts about the Olmec civilization. As part of the Smithsonian/National Geographic team he was able to excavate three sites at La Venta in Tabasco, San Lorenzo and Tres Zapotes in Veracruz.

Overall, Stirling is credited with unearthing the Olmec civilization and establishing it as the rst pre-Columbian civilization in Mesoamerica.

The oldest known center of this great civilization was San Lorenzo, which was later destroyed and replaced with La Venta. The Olmec, like many of the subsequent Mesoamerican civilizations worshipped many deities, making them one of the earliest polytheistic cultures of the region.

SPO

TLIG

HT

ON

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ITH

SON

IANThe Mexica-Aztec

WHO WERE THEY?

The Mexica absorbed neighboring tribes and allies to establish the Aztec Empire in central Mexico.

WHERE WERE THEY?

They originally settled in the area around Lake Texcoco and came to dominate most of central Mexico.

THE AZTEC LEGEND:

When the Aztec migrated into the area surrounding Lake Texcoco, a prophecy told them to settle where they encountered an eagle eating a serpent on the top of a cactus. This image became the national emblem of Mexico after its independence from Spain in 1821.

WHEN?

The Aztec Empire dated from about 1325 AD to about 1521 AD when the Spanish took over the land.

WHAT WAS THEIR CAPITAL?

The center of trade and military power was Tenochtitlán. This city was also one of the largest in the world during this time period. Mexico City is built on the ruins of this great city.

THE NAHUA JAGUAR MASK

Nahua jaguar mask, circa 1975 Guerrero, Mexico Wood, paint, hide, hair, tusks, glass eyes National Museum of the American Indian

In arid parts of Mexico, rainfall is all-important, and Nahua communities conduct annual ceremonies to bring the rains. These ceremonies sometimes include a symbolic ght by men wearing jaguar masks.

ppppppppp CLOSER LOOK:RELIGION AND FESTIVALS: THE NAHUA AND MEXICA-AZTEC PEOPLE

AZTEC BAS RELIEF CHALCHIUTLICUE

(She of the Jade Skirt) Mexica (Aztec), AD 1450–1521Tenochtitlán (Mexico City) Basalt National Museum of Natural History, Department of Anthropology

Chalchiutlicue, goddess of the earth’s waters, was consort of the rain god Tlaloc. Four images of Tlaloc’s helpers, holding water pitchers and lightning rattles, are carved onthe reverse.

FIND THE AZTEC LEGEND As you go through the exhibition, see if you can locate this image. HINT…there are several places where this image appears.

ACTIVITY: For more information on Day of the Dead activities and how to build your own Day of the Dead altar, please visit our website at www.latino.si.edu.

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Smithsonian Latino Center

olmec

altar

1

2

Early Cultures

Religion & Festivals

3 New World Foods

4 Natural Heritage

5Languages

6Labor

7New Borders

8Money and Stamps in Mexico

9Pop Art & Renaissance

uuuuTHE AZTEC IN THE NEWS TODAY:

Read about recent Aztec Empire discoveries in this following CNN article: Aztec Pyramid Ruins Found in Mexico City.http://www.cnn.com/2007/TECH/science/08/02/mexico.pyramid.reut/index.html

uuuuINTERESTED IN LEARNING MORE ABOUT THE OLMEC:

Visit the Smithsonian Olmec Legacy at: http://www.nmnh.si.edu/test/anthro/sol/

La Venta Monument, Matthew Stirling, 1940

Photograph by Richard H. Stewart M.W.

Stirling Collection, National

Anthropological Archives

National Museum of Natural History

Donald Hubert, photographer, Smithsonian Institution,

Department of Anthropology collections,Catalogue #A208095.

Nahua jaguar mask, circa 1975Guerrero, Mexico

Wood, paint, hide, hair, tusks, glass eyesNational Museum of the American Indian

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ZAPOTEC OR MIXTEC MOLINILLO

(chocolate stirring stick), 1930–33 Oaxaca,

Mexico Wood, ivory, brass National Museum of the

American Indian

TIES BETWEEN NEW AND OLD:

The botanical name for chocolate is Theobroma- which means food for the gods. In early times, chocolate was used in rituals by priests and noblemen and for the gods.

The cacao bean was of such importance that it was used as a form of currency.

INTERESTING FACTThe Maya were actually the rst to use cacao beans and hot

chocolate. The Maya made the drink spicier by adding chilies

NEW USES:

Chocolate is consumed in a variety of forms, as candy bars, ice cream, cookies and of course hot chocolate. It is now thought that chocolate has medicinal value, as well.

ChocolateAnd a little morsel of chocolate…The word chocolate comes from the Náhuatl word xocolatl, meaning bitter water. Chocolate comes from the cacao tree that is native to the Americas. It is believed that chocolate has been in use since around 600 BC. Europeans rst encountered hot chocolate in the 16th century, when the Aztecs presented the drink to the Spanish when they rst arrived in Mexico. The Spanish then introduced the drink in Europe. The phenomenon spread and the beverage became known as Hot Chocolate. In Europe, chocolate became a desert food and was mixed with milk and sugar.

WHAT IS THE TRADITIONAL MEXICAN HOT CHOCOLATE?

The traditional Mexican drink is a spicy, warm beverage that is mixed with a molinillo. Its main ingredients include condensed milk, vanilla, cinnamon, anise and other spices.

WHAT IS A MOLINILLO?

A molinillo is a kitchen tool designed by the Spanish in the 1700’s. Molinillo’s were t into a container. The handle was then rotated between the hands, which froths the chocolate.

uuuuFOR MORE INFORMATION ON MAIZE PLEASE VISIT:Corn, Maize, Masa, Nixtamal: http://www.gourmetsleuth.com/masanixtamal.htm

La Plaza de Cultura y Artes: Cocina Connection Tamales A Children’s Guidehttp://www.lapca.org/documents/TamalesBook_ver2.pdf Latino Foodways section at www.latino.si.edu

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Pre-Columbian Mexico used a variety of different natural resources as currency for trading. Some of the objects used were both precious commodities and currency, such as the cacao bean and jade. With the Spanish conquest of Mexico, traditional European coin was introduced as the method of currency. Mexican currency has evolved through the times to re ect its history.

Who Established the MissionsThe Spanish tried to colonize much of the Americas with the help of missionaries such as the Franciscan monks, who established missions throughout New Spain.

WHY?

The purpose of the missions was to convert the Native American peoples to Catholicism and integrate them into the Spanish economy. The missions tried to dominate every aspect of the native people’s lives and were met with resistance from the indigenous communities.

WHERE?

Missions were established throughout present day southwestern United States and California, all of which were part ofNew Spain.

FAMOUS CALIFORNIA MISSION:

Franciscan monk Junípero Serra established the mission of San Diego.

HOW WERE THEY ORGANIZED?

Missions generally included a central patio which was surrounded by buildings. The church and other buildings including shops, storehouses, and living quarters circled around.

Corn (Maize)And a kernel of corn history… Wild corn is native to southern Mexico and was an essential part of the diet of early civilizations. The crop spread throughout the America’s and reached the Incan Empire in South America. Following the encounter between the two worlds corn spread throughout much of Europe and began the process of domestication.

CONNECTIONS BETWEEN NEW AND OLD:

Corn, or maize was so important, that the Aztecs had a god and goddess of corn. Chicomecóatl, the goddess of sustenance and corn was one of the most important goddesses in the agricultural society whose most important crop was corn.

CHICOMECÓATL AND HER ROLE IN AZTEC SOCIETYChicomecóatl, the Corn Goddess, Mexica (Aztec), AD 1400–152,1Valley of Mexico Scoria, National Museum of the American Indian

Corn TodayCorn is an important cash crop and one of the most grown throughout the world. It is the basis for most at breads, including tortillas, and is also a key ingredient for popular foods such as, corn akes, popcorn, and tamales. It continues to play an important agricultural and economic role in both Mexican and western societies. For example, tortillas are the second most popular bread in the United States according to The State of the Tortilla Industry Survey in 2002 conducted by Aspex Research. Tortillería’s (tortilla factories) have become an essential part of this growing multi-billion dollar industry, as well as companies who produce related products, such as salsa.

After the decisive Battle of Chapultepec, the Treaty of Guadalupe Hidalgo of cially determined the boundaries of the United States and Mexico. Mexico lost its northern most territories to the United States, such as New Mexico, Utah and California.

This shift in borders created a convergence of Mexicans and Mexican-Americans that would in uence and create a new culture in the United States and would bring about social, political, and cultural changes for generations to come.

MISSIONS

SPANISH-NAHUATL CATECHISM

1758 Mexico National Museum of American History, Division of Home and Community Life,

donated by Nicolas Leon

Catechisms are manuals that teach Catholic doctrine. This Catecismo Mexicano, composed in Spain in 1556,

was the one most often used to aid in the conversion of Mexico’s Indian communities. This 1758 edition was translated into Nahuatl, the Indian language of central

Mexico, which is still spoken today. Catechisms were also translated into Otomi and Zapotec.

.

NEW WORLD FOODS: MEXICO’S CULINARY TRADITIONS

SILAS CORNELL’S TERRESTRIAL GLOBE

“patented 1845” National Museum of American History, Division of Physical Sciences

This globe demonstrates the change of borders in 1848.When printing plates were made for the globe in 1846, they showed that Mexico extended north to Oregon. But when the globe was actually produced a few years later, instead of remaking the plates (an expensive process), the company changed the color overlay to indicate the new U.S. territory.

ACTIVITY:

Coin Activity (may be done while visiting the exhibition)

Trace Mexico’s roots through the coin display in the exhibition. Think and answer some of the following questions: Do the coins tell a story? What or whose stories do they tell?

Stamp Activity (must be done both while visiting the exhibition and after the visit)

Using the stamps and coins in the exhibition, create a timeline of major events and people in Mexico’s history (this may require additional research).

Extension Activities (after visiting the exhibition)

• Think about currency in your own country. Trace your own country’s currency history and think about some of the following questions. What do they depict? Do they tell your country’s history?

• Think about the EURO. Whose story does it tell? Create a pros and cons list to developing a single currency. Think about the role and purpose of a country’s currency while doing this activity.

Much in the same way as currency, stamps have changed over time to represent Mexico both nationally and internationally. Mail has become a way to export your country’s story, history and image to the world.

Go through the exhibition and see the story of Mexico develop through its coins and stamps.

Mexico’s natural heritage is extremely diverse and includes everything from minerals and fossils to insects and birds. The Smithsonian’s National Museum of Natural History holds an extensive collection of specimens that display the biodiversity of Mexico.

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555555555555555555555NEW BOUNDARIES NATURAL HERITAGE MONEY AND STAMPS

The Monarch Butter yThe Monarch Butter y displays the beauty of Mexico’s natural heritage but also the natural connection between Mexico and the United States. The butter y has a short life span but travels a great distance. Its migration begins at the end of the summer. During the warm, summer months the Monarch Butter y lives and makes its natural habitat in Canada and the Great Lakes region of the U.S. Towards the end of the summer, it begins its journey to Central Mexico. This is its transnational winter migration. The butter ies that begin the migration do not complete it, as their life span is only about 4-5 weeks. They arrive in Michoacán, central Mexico on or around November 1st. The warm weather of central Mexico allows them to breed. In late March, they make the return journey north.

INTERESTING FACTThe day in which the butter ies arrive in Mexico is known as Day of the Dead. There is an interesting connection between the butter ies and the Day of the Dead. It is believed by some indigenous people that the butter ies are actually the spirits of dead children or of lost warriors.

The Monarch Butter y Model Forest is an international forest that is dedicated to protect and conserve the butter y’s natural habitat in Mexico and includes the state of Michoacán and the state of Mexico.

MONARCH BUTTERFLY

Danaus plexippusOaxaca

National Museum of Natural History

ACTIVITY: Explore some of the daily uses of corn. Create a list of products that you consume regularly that have corn as an ingredient. HINT…think about breakfast foods, fast foods and special occasion foods. Now you can see how important corn and corn products are in our lives.

Research where corn is grown and explore how it has spread through time across the globe. Identify the locations on a map. Can you trace the migration of corn?

Want to make your own tortillas?Visit our website at www.latino.si.edu for an authentic recipe.

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DID YOU KNOWSince 1991, salsa has surpassed ketchup as the most consumed condiment in America.{ } DID YOU KNOW

Hot Chocolate became the Spanish Kings’ Of cial Drink in New Spain and Europe. { } MAYA (CLASSIC

PERIOD) VASE

(chocolate drinking vase), AD 550–850 Yucatán, Mexico Ceramic, paint

National Museum of the American Indian

FOR MORE INFORMATION ON CHOCOLATE VISIT: “Chocolate” Encarta Online Encyclopedia 2007: http://encarta.msn.com/encyclopedia_761569428/Chocolate.html

Latino Foodways at www.latino.si.edu

uuuuLATINO MUSIC IN THE U.S.:Folkways Recordings

www.folkways.si.edu and www.smithsonianglobalsound.orgTale of Lienzos

www.latino.si.edu/virtualgallery/TalesofLienzos/IntroductiontoLienzos

AZTEC BIRD-MAN, 1934-35National Postal Museum

VOLCANOESAirmail stamp: Paricutin volcano and

church, 1956National Postal Museum

The Texas Revolution in 1834-1836 began the erosion of Mexico’s northeastern territory. After, the United States and Mexico entered into war over Mexico’s northern border; the country’s territory would see a dramatic reduction in size.

The war saw the emergence of political and military leaders such as President Polk, Mexican General Antonio López Santa Ana, American diplomat John Slidell, and General Zachary Taylor.


100 N Point St San Francisco CA 94133

RGBPantone CMYK

LocaL action

nationaL impact

Continuing the unique American tradition of Citizen Solutions…mission: Listen & deliverWar Front:Soldiers and Marines need specific supplies to influence others to provide the intelligence needed to find and defeat terrorists. So Troops Need You listens to our troops and then delivers—from medical and school supplies to sports league equipment and specialized gun cleaning kits.

Home Front:Soldiers and Marines who have served and sacrificed have a new, more personal mission: Healing. America must remember our healing warriors, so Troops Need You listens, and then delivers what they need—from new furniture and car repairs to education tools and recreation equipment.

about troops need you

Serving in Iraq and Afghanistan, Major Eric Egland saw unresponsive bureaucracies leave our troops without needed resources. In response, he authored “The Troops Need

You, America!” and founded Troops Need You to enable average Americans to directly support mission success. Eric runs Troops Need You with his wife, Ania, who grew up under communism in Poland and believes deeply in America’s unique role in protecting freedom. They have three young children, Noah, Daniel and Grace.

…that keep America strong and free.

Troops Need YouP.O. Box 2812 Reston VA 20195 [email protected] 1-888-9-TROOPS

Please visit www.TroopsNeedYou.com/HomeFront.html and view our video message to learn more about Troops Need You.

Over 15,000 Americans have helped thousands of troops by delivering several tons of supplies worth hundreds of thousands of dollars, gaining the praise of top generals, national media, Congress and even the Oval Office—but most importantly, the troops on the ground.

For more information about how you can support your local healing warriors, please contact Major Eric Egland.

Community leaders, small business sponsors, schools, churches, families and individuals make a difference by contributing to upcoming deliveries to combat soldiers and healing warriors.

We’ve already met

the needs of troops

like Sergeant Wood

whose family

moved at their own

expense to join him at Walter Reed while he heals.

The high cost though meant he could not

afford furniture, so Troops Need You to listened

and delivered a new couch for his family.

Meet Travis — a proud infantry-man who left two legs on the battlefield requested an Xbox to relax with after daily physical therapy sessions, so we delivered. His response was, “It means a lot that someone cared enough to ask me what I want and then gave it to me because sometimes we feel forgotten here by the public.”

Listening deLivering to our troops, then…

mission criticaL suppLies they need

Listening deLivering

love thy neighbor — Mark 12:31 —

Troops Need YouP.O. Box 2812 Reston VA 20195

[email protected]

Please visit www.TroopsNeedYou.com/HomeFront.html and view our video message to learn more about Troops Need You.

[email protected] or 1-888-9-TROOPS

LocaL action

nationaL impact

Continuing the unique American tradition of Citizen Solutions…mission:

Listen & deliverOverseas:Soldiers and Marines need specific supplies to influence others to provide the intelligence needed to find and defeat terrorists. So Troops Need You listens to our troops and then delivers — from medical and school supplies to sports league equipment and specialized gun cleaning kits.

Home Front:Soldiers and Marines who have served and sacrificed have a new, more personal mission: Healing. America must remember our healing warriors, so Troops Need You listens, and then delivers what they need — from new furniture and car repairs to education tools and recreation equipment.

meet the Founder

Serving in Iraq and Afghanistan, Major Eric Egland knew that a dynamic battlefield meant our troopsneeded tailored resource solutions — fast. In response, he authoredThe Troops Need You, America! and founded Troops Need You to enable average Americans to directly support mission success. Eric runs Troops Need You with his wife, Ania, who grew up under communism in Poland and believes deeply in America’s unique role in protecting freedom. They have three young children, Noah, Daniel and Grace.

…that keep America strong and free.

P.O. Box 2812, Reston VA 20195

[email protected]

Over 20,000 Americans have helped thousands of troops by donating, providing funds to deliver several tons of supplies worth several hundred thousand dollars, gaining the praise of top generals, national media, Con-gress and even the Oval Office — but most importantly, the troops on the ground.

For more information about how you can become a Battle Buddy to a healing soldier or Marine, please contact Troops Need You.

Community leaders, small business sponsors, schools, churches, families and individuals make a difference by becoming Battle Buddies, contributing funds for upcoming deliveries to combat soldiers and healing servicemembers.

Please visit http://www.TroopsNeedYou.com today!

We’ve helped hundreds of troops like Army Specialist Josh Kerber, who lost an arm after an RPG attack in Afghani-stan. While healing at Walter Reed, he lacked funds to marry Katie, his high school sweetheart. So, Troops Need You Battle Buddies provided a dress, photographer, flowers and reception — a wedding to remember!

Meet Travis — a proud infantryman who lost two legs to an IED attack in Iraq. Travis requested an Xbox to relax with after daily physical therapy sessions, so we delivered. His response was,“It means a lot that someone cared enough to ask me what I want and then gave it to me because sometimes we feel forgotten here by the public.”

Listening deLivering to our troops, then…

mission criticaL suppLies they need

love thy neighbor — Mark 12:31 —


ScheduleThe following schedule is a high level preview of each phase of our services that we would provide during the lifecycle of this project with the Jamestown-Yorktown Foundation. The phases coincide with the schedule outlined in the RFP. If we are hired, we will provide a more detailed schedule, including assigned roles and responsibilities.

End of FebruaryInitial research phase/input gathering meeting between HUE and the Jamestown-Yorktown Foundation

March 8HUE to provide a detailed project schedule with roles and responsibilities

March 22HUE to provide first samples of name fonts and logo graphic designs (4 concepts for each site, both ARMY and JS)

March 27Jamestown-Yorktown Foundation to provide feedback on first round of concepts

April 2HUE to provide revised designs

April 8Jamestown-Yorktown Foundation to provide second round of feedback to HUE

April 16HUE to develop and deploy online survey, with results delivered to the Jamestown-Yorktown Foundation (only performed if foundation deems appropriate)

April 22Jamestown-Yorktown Foundation to provide HUE with third round design feedback

April 29HUE to provide final design/artwork with third round edits included

May 2Creative approval from the Jamestown-Yorktown Foundation

May 3HUE to deliver all finalized digital files

May 10Board approval anticipated

May 23Final invoice to be received by the Jamestown-Yorktown Foundation


AppendixPricing and Attachment I & II

Closing ThoughtsHUE Communications’ commitment to excellence, responsiveness, and innovative thinking has resulted in measurable success and client satisfaction in the past. We are pleased to have this opportunity to present our ideas to you.

Should we be selected to work with the Jamestown-Yorktown Foundation, we promise to make your account a top priority at HUE and deliver our very best. HUE Communications would be proud to add the Jamestown-Yorktown Foundation to our client roster and we look forward to a long and mutually beneficial relationship. Thank you for your consideration.

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