projectbook, jacksondeatra,you matter mentorship

M501(3)(C)

YOU MATTER MENTORSHIPRE - BRANDING PROJECT BOOK

the

irection

Wisdom,Age,D

1.

1.0 Research 1 - 24

3.0 Logo Development 34 - 42

2.0 Creative Development 25 - 33

4.0 Media mix 41 - 51

5.0 Future vision 51 - 52

7.0 Conclusion 53 -54

7.0 References 55 - 57

TABLE OF CONTENTS

Shaping the futureBridging the gap

3.

Doors are always open

OUR

4.

illennialsAges 18-33

Mthe industry brims with theories on what makes millennials tick

- Millennial Marketing

5.

Generation StressOVERVIEWA recent survey showed that youngadults ages 18-33 reported thehighest average level of stress at5.4. These young adults also admitted to feeling the least equippedto manage their stress well.

- ( A. Sifferlin, 2013)

6.

CAMPAIGNillenials, are now the largest

generation in todays workforce, think mentoring is the most eective

and most desired type of career development training.

MWHY?

CHAN

GE entoringM

8.

Mentoring will be the difference between{millennials} that succeed and fail, in the corporate world.

- Nigel Dessau, CMO of Stratus Technologies

CHAN

GE CompetitiveAnalysis

9.

Mentorship programs are thriving in multitude; most are locally focused with a strong demand on specic areas. Most of these programs are geared toward the younger generation as a whole. Although, these programs are productive in coaching, teaching, and moving the young along the right path of life or the young employee into a new training seminar. Their resources are limited and sometimes unreceptive.

CompetitiveAnalysis

10.

RAIO

NALE

They want better, faster and more eective mentor programs or they're ditching mentorship all together and doing it on their own. Six month or a year programs, and inconvenience are leading our millennial generationto anxiety induced stress. Companies should think of ways to refresh their current programs and engage millennials.11.

Competitors

[kuh m-pet-i-ter]noun1. a person, team, company, etc., that competes; rival.SynonymsSee opponent.

- American Heritage, 2011

Define

12.

The competitive analysis process

dened the strengths, weakness, opportunities, and

threats, (SWOT) within the industry. Identifying

the top industry factors,

You Matter Mentorship designed a strong rebranding visual map.

Market Position

SWOT

13.

Project Company You Matter Mentorship

success The weakness of an

enemyforms part of your own strength.

- Anonymous

SimilaritiesCommunity base organizationFocus-point benet mentor and menteeBuilt on trust, excitement, and future growth

WeaknessAbsence of media visibilityLack of corporate shareholdersRequire a strong visual brandcharacter

OpportunitiesLeading Millennial ( Ages 18-3) workforce quality Global corporate participant op-portunityMulti-Media presence accessibility

ThreatsLack brand presenceMisplaced, delayed brand presenceWeak voice and tone, of trust

SimilaritiesCommunity base organizationFocus-point benet mentor and menteeBuilt on trust, excitement, and future growth

WeaknessAbsence of media visibilityLack of corporate shareholdersRequire a strong visual brandcharacter

OpportunitiesLeading Millennial ( Ages 18-3) workforce quality Global corporate participant op-portunityMulti-Media presence accessibility

ThreatsLack brand presenceMisplaced, delayed brand presenceWeak voice and tone, of trust

Similarities & StrengthsLack of media presenceInspiring youth to make positive decisionBuilt on donations and shareholder supportLargest pioneer of Los Angeles based mentoringorganization

Weakness & LimitationsBroad youth age rangeNot enough mentor volunteersLimited multi-media presence

Similarities & StrengthsLack of media presenceInspiring youth to positive growthInitiate a mentoring training programExtensive mentoring programs

Weakness & LimitationsLimited location base accessAbsence of state wide presenceLimited coporate connections

Sparks The Mentoring Center of Central Ohio

Competitors External Analysis

16.

Similarities & StrengthsStrong internet presenceValue based leadershipBuilt on value and trust20 year presenceGrowing state wide

Weakness & LimitationsLimited ages 8-18Lack of corporate shareholdersRisk factor based target audience

SOS Outreach

17.

Similarities & StrengthsStrong internet presenceValue based leadershipBuilt on value and trust20 year presenceGrowing state wide

Weakness & LimitationsLimited ages 8-18Lack of corporate shareholdersRisk factor based target audience

SOS Outreach Mentoring We make a living by what we get,but we make a life by what we give.

- Winston Churchill

Be Different. No, REALLY

Different.

19.

Be Different. No, REALLY

Different.

20.

ur branding is the only mentorship organization that is structured to ease the life stess of millennials (ages 18-33) and their view of corporate America.

O

nliness O

21.

igZWHEN THEYur branding is the only mentorship organization that is structured to ease the life stess of millennials (ages 18-33) and their view of corporate America.

O

nliness O

22.

Incorporate Millennials (Ages 18-33) into their rightfully earned place

in life and the workforce.

Z ag23.

TARGET PERSONAMichael Patterson, a University of California, San Diego Grad-uate. Patterson was born October 07, 2001, therefore carrying the Millennial title.

Patterson, strive to be the best student throughout High School, he is technology savvy and driven by animation and motion graphics. He was introduced to You Matter Mentor-ship through his college advisor. Being ready to take his rst step into the real world, his anxiety level of being ready ex-celled.

I am ready to conquer the world, but I just do not quite know how to initiate myself into a new environment, states Patter-son. He realized that his circle of interaction was basically social media etiquette.

You Matter stepped in to help this Millennials transition to becoming today, the Art Director of Sony Entertainment Online.

Incorporate Millennials (Ages 18-33) into their rightfully earned place

in life and the workforce.

Z ag24.

COLO

RS

PATONE #FLCB5E

PATONE #6D0053

PATONE #004369

PATONE #4B7670

25.

comfor

t

PATONE #FLCB5E

PATONE #6D0053

PATONE #004369

PATONE #4B7670

26.

COLOR PSYCHOLOGYRATIONALEIn a study titled Impact of color on marketing, researchers found thatup to 90% of snap judgments made about products can be based oncolor alone, depending on the product, (Ciotti, G. 2016)

The psychology of color in relation to branding is persuasion of interest.Choosing the appropriate color scheme for You Matter Mentorship was lead by the focus to evoke comfort, excitement, and inviting emotions.You Matter Mentorship chose a deep shade of magenta (Patone #6D0053)for the imaginative and wise feeling. The rich blue (Pantone #004369) givesthe feeling of trust and strength, along side the yellow (Pantone #FLCB5E)which evokes the warm optimistic character. Deep teal (Pantone #4B7670)was added for the feeling of growth, peace and balance.

27.

PATO

NE #3

68693

PATO

NE #3

68693SU

B-HE

ADER

HEAD

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ACCE

NTCO

LORS

ACCENT PSYCHOLOGYCOMPLEMENTARY COLORS RATIONALEAccent colors are used to inuence and assist the presence of a brand. The appropriate color combination within a campaign will dictate the assurance of holding the audience interest and attention.

You Matter Mentorship another shade of blue/green (Patone #368693) to appeal to all genders of thetarget audience. By adding a similar family of warm, rich deep tones, complements the project content and makes it easier to read. The rich brown (Pantone #369693) complemented the warm aesthetics of trust on a universal level.

28.

TEXTURESRATIONALEPart of branding is maintaining a consistent referencevisual identity to associate your company with a certain combination of colors, graphics, typography, andiconography.

You Matter Mentorship textures are an extension of allthe above. They are used as key mental association to the millennial generation.

STRUCTURE AND FORMBRAND SHAPERATIONALEWhat type of brand is a circle? A square? A triangle? An egg shape? Shape, like color, makes an immediate impact. Like word marks that are recognized before they are read, the overall shape of a logo becomes a recognizable identier for a brand (People Design, 2016).

You Matter Mentorship created the logo shape of puzzle pieces to identify with the complexity of life as a Millennial. Life consist of various entities that resembles pieces until they are brought together as a whole, a place in life.

29.

STRUCTURE AND FORMBRAND SHAPERATIONALEWhat type of brand is a circle? A square? A triangle? An egg shape? Shape, like color, makes an immediate impact. Like word marks that are recognized before they are read, the overall shape of a logo becomes a recognizable identier for a brand (People Design, 2016).

You Matter Mentorship created the logo shape of puzzle pieces to identify with the complexity of life as a Millennial. Life consist of various entities that resembles pieces until they are brought together as a whole, a place in life.

30.

TYPOGRAPHYRATIONALEWhen typography plays an important role in a brand

identity, we can assume that the brand is appealing

to the reader ( People Design, 2016).

You Matter Mentorship chose Palatino for the

Sophistication, and the pop of the headlines, which

would attract important hierarchy stockholders. The

body copy type, Open Sans was chosen to deliver an

easy readable information block of text.

31.

HEADER FONTtoW

e

TalkNeed

Millennials

PALATINO

32.

Shaping the FutureBridging the Gap

BODY COPYOPENSAN

EDITORIAL STYLEA successful identity program use a

consistent editorial style that addresses

their intended audience and remains

cognizant of their brand positioning

( People Design, 2016).

CREATIVE DEVELOPMENT

33.

CREATIVE DEVELOPMENT

34.

SURVEY MONKEY

RATIONALESurvey Monkey

You Matter Mentorships prelimenary logo designs were

tested through Survey Monkey, by the millennial

generation, and industry familiar, and individuals not

associated. Through the survey 39% chose logo number

four and 61% chose number ve. Combining the two

created the nal logo below.

LOGO TESTING

35.

FINAL LOGO

39.

FINAL LOGO

501(3)(C)M

40.

MEDIA ASSETS41.

CUSTUMER ASSETS43.

CUSTUMER ASSETS44.

ADVERTISEMENT ASSETS48.

You Matter Mentorship is giving Millennials (ages 18-33) a face-to-face experience. Millennial employ more than 65% of our workforce. Our goal is to teach them the fundamentals of life, and how to dealWith the stress that goes along with growing.

Putting the pieces of the puzzle together, will prepare them to standalone, achieve higher, and press forward to their rightfully earnedposition in society.

Future Vision You Matter Mentorship

51.

Growth52.

GrowthIn conclusion, the re-branding of You Matter Mentorship will extremely dierentiate themselves from the average mentoring competitors. By personalizing the brands voice, through graphic identity, consistent typography, color, and technology savvy media mix, the new identity will provoke an emotion reection causing the audience to react. You Matter Mentorships re-branding campaign is designed with theintent to engage the audience, and remain cognizant of the brand position. By building expectations of fun, playfulness, stability, and trust the brandwill grow throughout the United States. This will enable a succefull increase in millennial consumers and corporate investors. The eectiveness of there-brand will be measured through survey replies, and yearly monitoring of RIO not only within the organization, throughout the workforce.

Conclusion You Matter Mentorship

53.

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http://www.peopledesign.com/brand-shapes. Ciotti, G. (2016, May 17). The Psychology of Color in Marketing and Branding.

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Brandon, J. (n.d.). 22 Quotes to Help Boost Your Mentoring Prowess. Retrieved June 25, 2016, from http://www.inc.com/john-brandon/22-quotes-to-help-boost-your-mentoring-prowess.html

Brousell, L. (2015). 6 ways to give millennials the mentorship programs they want. Retrieved June 25, 2016, from http://www.cio.com/article/2948816/mentoring/6-ways-to-give-millennials-the-mentorship-programs-they-want.html

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55.

REFERENCESNew Free Photoshop PSD Mockups for Designers (27 MockUps) | Freebies |

Graphic Design Junction. (n.d.). Retrieved June 25, 2016, from http://graphicdesignjunction.com/2015/05/free-psd-mockups-27-designs/

The Psychology of Color in Marketing and Branding. (n.d.). Retrieved June 25, 2016, from https://www.helpscout.net/blog/psychology-of-color/

How to Be Dierent: "Zag!" (2007). Retrieved June 25, 2016, from http://www.idea-sandbox.com/blog/how-to-be-dierent-zag/ 10 Inspiring Quotes On Competition In Business. (2015). Retrieved June 25, 2016, from http://www.kompyte.com/10-inspiring-quotes-on-competition-in-business/

Competitive Analysis Examples and How-To Guide | Mplans. (2008). Retrieved June 25, 2016, from http://www.mplans.com/articles/include-competitive-analysis-in-your-plan/

The Art and Science of Marketing Apartments to Millennials. (2014). Retrieved June 25, 2016, from http://www.multifamilyexecutive.com/property-management/marketing/the-art-and-science-of-marketing-apartments-to-millennials_o

Neumeier, M. (2005, August 04). The Brand Gap. Retrieved June 25, 2016, from http://ce.safaribooksonline.com/book/branding/0321348109

Volunteer. (n.d.). Retrieved June 25, 2016, from http://www.sparkprogram.org/index.php/get_involved/volunteer?gclid=CI3418Xjv80CFcVbfgodpVAMHQ

SWOT Analysis: Discover New Opportunities, Manage and Eliminate Threats. (n.d.). Retrieved June 25, 2016, from https://www.mindtools.com/pages/article/newTMC_05.htm

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Unsplash | Free High Resolution Photos. (n.d.). Retrieved June 25, 2016, from https://unsplash.com/search?utf8

56.

REFERENCESNew Free Photoshop PSD Mockups for Designers (27 MockUps) | Freebies |

Graphic Design Junction. (n.d.). Retrieved June 25, 2016, from http://graphicdesignjunction.com/2015/05/free-psd-mockups-27-designs/

The Psychology of Color in Marketing and Branding. (n.d.). Retrieved June 25, 2016, from https://www.helpscout.net/blog/psychology-of-color/

How to Be Dierent: "Zag!" (2007). Retrieved June 25, 2016, from http://www.idea-sandbox.com/blog/how-to-be-dierent-zag/ 10 Inspiring Quotes On Competition In Business. (2015). Retrieved June 25, 2016, from http://www.kompyte.com/10-inspiring-quotes-on-competition-in-business/

Competitive Analysis Examples and How-To Guide | Mplans. (2008). Retrieved June 25, 2016, from http://www.mplans.com/articles/include-competitive-analysis-in-your-plan/

The Art and Science of Marketing Apartments to Millennials. (2014). Retrieved June 25, 2016, from http://www.multifamilyexecutive.com/property-management/marketing/the-art-and-science-of-marketing-apartments-to-millennials_o

Neumeier, M. (2005, August 04). The Brand Gap. Retrieved June 25, 2016, from http://ce.safaribooksonline.com/book/branding/0321348109

Volunteer. (n.d.). Retrieved June 25, 2016, from http://www.sparkprogram.org/index.php/get_involved/volunteer?gclid=CI3418Xjv80CFcVbfgodpVAMHQ

SWOT Analysis: Discover New Opportunities, Manage and Eliminate Threats. (n.d.). Retrieved June 25, 2016, from https://www.mindtools.com/pages/article/newTMC_05.htm

Thank you! (n.d.). Retrieved June 25, 2016, from https://sellfy.com/thankyou/ziSAm4SY/

Unsplash | Free High Resolution Photos. (n.d.). Retrieved June 25, 2016, from https://unsplash.com/search?utf8

REFERENCES

-

Brand Identity Essentials. (n.d.). Retrieved June 25, 2016, from http://www.peopledesign.com/brand-typography

What Millennials Really Need (Hint: It's Not Feedback). (2014). Retrieved June 25, 2016, from https://www.themuse.com/advice/what-millennials-really-need-hint-its-not-feedback

Zig Zag: The Surprising Path to Greater Creativity. (n.d.). Retrieved June 25, 2016, from http://www.wiley.com/WileyCDA/WileyTitle/productCd-1118297709.html

Youth Mentoring, Mentor, Training, Mentoring Program, Background Checks. (n.d.). Retrieved June 25, 2016, from http://www.mentoringcenterco.org/success.htm

What Millennials Really Need (Hint: It's Not Feedback). (2014). Retrieved June 25,

2016, from https://www.themuse.com/advice/what-millennials-really-need-hint-its-not-feedback

Zig Zag: The Surprising Path to Greater Creativity. (n.d.). Retrieved June 25, 2016, from http://www.wiley.com/WileyCDA/WileyTitle/productCd-1118297709.html

Youth Mentoring, Mentor, Training, Mentoring Program, Background Checks. (n.d.). Retrieved June 25, 2016, from http://www.mentoringcenterco.org/success.htm

57.

INFORMATIONDeatra Jacksonp: 650-219-0948e: [email protected]: https://www.behance.net/Deatra_Jackson

projectbook, jacksondeatra,you matter mentorship

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