stepstones international project book
DESCRIPTION
MFA Project Book on the rebranding of the International ministry of Stepstones InternationalTRANSCRIPT
Stepstonesinternational
project book & style guide
“Our goal is to mobilize the local church and to help others to take the steps to make a difference in the world.”
Mike Brister, Stepstones founder
T A B L E O FC O N T E N T S
Introduction Research Target Audience SWOT Analysis Competitive- LandscapeCreative Development Logo Exploration Moodboards Web Site Wire Frames Print AdvertisementsStyle Guide Logo Color Palette Typography PhotographyFinal Solutions Letterhead & Stationery Web Design Print Advertising Web Banner Resources
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01.
I N T R O D U C T I O N
01
Stepstones is a Christian Non-Profit
organization that stands on its mission to
Teach the heart of God, Train others to serve,
and to Take them into the world to walk out
the Steps that bring lasting change to the
lives of those in need.
This campaign project books outlines the
process and solutions of a comprehensive
rebranding campaign of Stepstones
international.
The objective of the Stepstones International
rebranding campaign is to brand Stepstones
as a Christian humanitarian aid organization
that stands apart as “something different”
and “worthy” of support though financial
donations and hands on involvement.
introduction
02
R E S E A R C H
05.
05
Beginning just a few short years ago,
Stepstones emerged onto the scene with
a grand vision and a call to reach out
and change the lives of a lost and broken
world. Through established connections
in Haiti and Guatemala, Stepstones
has worked with local leaders to build
stronger more stable communities through
building churches, schools, orphanages
and supplying them with the necessary
resources for daily operation. Stepstones
is currently beginning to establish
relationships in Africa in order to expand
the reach of Stepstones’ ministry. The focus
put toward the rebranding of Stepstones
Ministry International will establish
Stepstones as “something different” and
“worthy of support.” Few Christian mission
organizations have tapped into the non-
church-goer market as a means of financial
and volunteer support. Targeting this
segment of the demographic is a huge
opportunity for Stepstones.
research
06
Stepstones current marketing campaigns
have only focused on the traditional church
congregation member, which only accounts
for about 40% of the American population.
Nearly 60% of the American population
does not attend church on a regular
basis, therefore, the current marketing for
Stepstones is neglecting a large portion of
consumers (Robinson, B.A). Of the 60% of
the American population that do not attend
church services, 60% are likely to donate
money to a charity they deem worthy of
support and 40% are likely to donate their
time (Brooks, A.C.).
Non-church-goers
Money
Church-goers
Time
American Population
Non-Church-GoersLikely to Give
07.
07
It is imperative, for the growth of the Stepstones brand, that attempts be made to reach
other marketable consumers that have a heart for and care about those in need. Stepstones
stands on the brink of becoming a positive influence in changing the way the non-church
world views Christians, church and missionaries. More importantly than changing how the
world views church, Stepstones stands ready change the lives of those in dire need.
research
08
09.
T A R G E T A U D I E N C E
DOERS promoters, hands on, evangelism of the cause
DONATORS(money & time)
- Charismatic, driven, culturally aware - Age 20s-40s
- Mid to upper middle class- Professionals age 30+
- Married with family
09
C L U B S & T R I B E S
-Those who subscribe to Benevolent, Proactive, Humanitarian efforts that are proud to do their part and feel they make a difference
- “Seeker” church members (“seeker” churches have a more culturally relevant, t-shirt & jeans, rock n’ roll atmosphere vs. a sunday school, choir robe and suit & tie environment)
- Care about the environment
- Active in the community
- Support companies like TOMS shoes that promote a global awareness and commitment to a better tomorrow
- Interested in healthy living & organic foods
research
10
Stepstones rises from other Christian humanitarian aid and mission organizations because they
offer and encourage supporters to be more involved than simply writing a check. Stepstones
offers a chance to be hands on in the efforts to help and heal those less fortunate, hurting,
hungry and homeless. In fact, being hands on is built into Stepstones mission statement:
teach others the heart of God for the nations, train them how to help and to take them into the
nations (Brister, M.). Stepstones feels that physical involvement is the key to truly making a
11.
11
difference in the lives of others and yourself.
Stepstones International offers supporters
more than a tax deduction. Not to say that
other organizations do not offer a chance to
volunteer and be hands on, but Stepstones
mission statement is centered on taking
people in the hurting world to be a part
of the life changing acts that Stepstones
embarks on. It is impossible to walk the
rocky streets of Haiti or rain soaked jungle
trails of Guatemala and experience first
hand the needs of a lost a broken world
and not become a lifetime supporter of
the cause. With a mission to teach, train,
and to take people into the mission field,
Stepstones will quickly build brand loyalty
among supporters.
Since Stepstones birth, advertising and
marketing efforts have been small yet
effective, growing through word of mouth
and local networking. Stepstones main
source of support has been through the
traditional means of marketing that all
mission organizations use: speaking at
churches, mission conferences and camps.
research
12
Since the marketing campaigns of the
organization have been ordinary and only
focusing on those who regularly attend
church, missions conferences or camps,
Stepstones is missing a large portion of
the population that is willing to support
an organization like Stepstones. Another
drawback to the current and past marketing
efforts Stepstones has utilized is that it
causes Stepstones to get lost in the vast
sea of all the other missions organizations.
Stepstones is relatively young and small and
therefore, it is imperative that Stepstones not
follow in the footsteps of more established
organizations and not rely solely only on the
traditional church congregation member to be
the sole support of the organization but also
to include those who are non-church-goers
who also care about helping those in need.
Many corporate, for-profit, companies are
beginning to see that there are consumers
who truly do care about the welfare of others
and are shaping their marketing accordingly.
13.
13
research
14
The over arching purpose of the SWOT Analysis
is to visually identify the Strengths, Weaknesses,
Opportunities and Threats of the organization.
It serves as a visual road map toward the style
and visual language that will be utilized in the
branding of Stepstones. In the current market,
there are few brands that offer what Stepstones
does and of the ones that do, they do not market
toward the churched and the non-churched.
Much of the competition’s design work is stale
and similar to other competitors. It is the goal
of the SWOT board to visually communicate
what a brand that is appealing to both sides of
the street would “feel” like. After all, a brand
is not products, logos, names or what the
organization says it is; it is the gut feeling that
the consumer feels about the company. The
market for a nonprofit missions organization that
is targeted toward a younger, more culturally
aware audience, is wide open and Stepstones
is taking hold of it as the innovative front-runner.
S W O T
15.
15
research
16
S T R E N G T H S
Stepstones offers it’s supporters the benefits and the peace of mind of great leadership with experience in international travel and affairs, hands-on involvement in making a difference. The organization benefits from the strength of a younger more charismatic target market that is enthusiastic that is willing to spread the word and become involved int the efforts of Stepstones on a large and grass roots level.
W E A K N E S S E S
Some of the weaknesses that were revealed in the analysis were the limitations of a low budget and a small staff. Others were misconceptions of Christian organizations by the general public like: stuffy, disconnected and “cheesy.” A weakness that is needs to be addressed is the that Stepstones is unheard of and unknown.
SWOT
17.
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O P P O R T U N I T I E S
Some of the opportunities that are closest at hand and most needed are: increased visibility though effective advertising and marketing to expand the brands reach to include those outside the traditional church. Others that are possible in the near future would be to join up with other like minded organizations and extend the reach to more countries in need.
T H R E A T S
One of the threats that Stepstones faces is that it currently does not employ an outside financial accountability service to bring peace of mind to the potential supporter of the organizations legitimacy. Other threats that are eminent are falling U.S. economy, global unrest and instability and the annoyance of heightened travel security and uneasiness that some have in international travel.
SWOT
research
18
C O M P E T I T I V E L A N D S C A P E
19.
19
A competitive landscape study was
conducted to get a better understanding
as to what is out there and how well
Stepstones fits into or stands out from the
landscape. Since so much emphasis is
placed on logos, and that the Stepstones
logo will be used extensively in the process
of developing strong brand identity and
brand recognition, the logo was put through
many different stages, styles and tortured
to guarantee that it can accomplish all that
Stepstones needs it to do. To make sure that
the Stepstones logo floats to the top in the
sea of other non-profit organizations, the
logo has been designed to be strong and
unique yet simple, professional and flexible.
The logo is designed with a clean, simple
style that promotes legibility and ease of
reproduction across a multitude of media
choices.
research
20
21.
Compassion.org
Compassion is one of the nations largest non-profit Christian aid organizations. They find a lot of support through artist endorsement and. I feel that they are a good organization to keep an eye on.
WorldVision.org
World Vision is also a very large organization that has a great marketing approach. They offer materials for local churches to host mission focused Sundays. They have a more clever approach to marketing and drumming up support than the other organizations on this form.
21
GlobalExpeditions.com
Global Expeditions is close Stepstones in operations as it offers people to be hands on in changing the world. The main difference is that it focusses it’s attention on teenagers.
MercyShips.org
Mercy Ships is similar to Stepstones because it asks for volunteers before asking for money. They want people to join them in changing lives offering chances to live aboard ship on excursions to remote ports where they operate as a floating hospital.
research
22
C R E A T I V ED E V E L O P M E N T
C R E A T I V ED E V E L O P M E N T
25.
25
creative development
“Much of the creative development was rooted in the personal experience I had with Stepstones International as we built the first three of thirty new homes in a small community in the mountains
of Haiti after the massive earthquake in 2010.” ~ Ryan Richey
26
27.
27
During the logo
exploration part of the
creative development
process, many designs
were crafted no matter
how “good” or “bad”
they were. The goal
was to try to symbolize
Stepstones personality,
purpose and goals in
one easily recognizable
and reproducible logo
and logo type.
L O G O E X P L O R A T I O N
creative development
28
29.
M O O D B O A R D S
During the creative development
stages Moodboards were created to
help visualize the a style and voice of
the campaign. In the Moodboards
are images, textures, color palettes,
typography, and the important key
tenets of the organization. To the
right is the moodboard created later
in the process and that became
the the chosen graphic tool box in
which to draw cues from for the
entire creative development.
M O O D B O A R D S
Collection of inspiration and target markets
29
creative development
30
31.
Home/main layout
W E B S I T E W I R E F R A M E S
31
creative development
The website is designed to be an interactive Java
powered site. The background image can be changed
by the viewer and it will change on each page. The
Home page layout will be constant through out the
entire site except where application or functionality
requirements differ, for example a blog or news feed.
For secondary pages that require more of a time line
approach a page similar to the one shown on this
page will be used.
Secondary layout
32
The Stepstones web design will rely heav-
ily on captivating photography that helps
tell the story of what Stepstones does and
of the lives of whom it helps change. The
web design, along with the other designs
in the campaign, will utilize as much actual
footage of Stepstones events as possible,
but since seldom do professional photog-
raphers or videographer, appropriate stock
photography will be used if necessary.
33.
33
Stepstones International website redesign
creative development
34
35.
P R I N T A D V E R T I S E M E N T S
Part of the creative process is to work on visual languages and approaches to print
advertisements for both mass marketing as well as concise, strategic marketing campaigns.
On the following page you can see two very different ideas that where worked on early in the
creative development process.
35
creative development
Personal Testimony Ad idea Emotional Connection Ad idea
36
S T Y L EG U I D E
S T Y L EG U I D E
C O M M U N I C A T I N G S T E P S T O N E S
The Stepstones core brand message and key
attributes are carried through all mediums of
communications through the intelligent use
of color, typography, photography, and other
Stepstones brand elements. Proper usage is
important to ensure the quality and accuracy
of the message to every Stepstones supporter
and potential supporter. The brand elements
include: The Stepstones logo and emblem,
colors, typefaces, motion graphics and video
design. Stepstones core values are drawn
from the life and ministry of Jesus Christ and
39.
39
L O V E . C O M P A S S I O N . A C T I O N .
style guide
truths found in scriptures of the Bible. Such
verses like Matthew 25:34-40, James 1:27
and Isaiah 1:17, that tell us to “Learn to do
right; seek justice. Defend the oppressed.
Take up the cause of the fatherless; plead
the case of the widow.” The ultimate goal of
the ministry of Stepstones International is to
communicate the hope, forgiveness, love and
salvation that is available though the life and
death of Jesus Christ. This messages should
also be at the foundation of all media created
to support, promote or carry the name
Stepstones International.
40
x x
x
x
Ideally the logo will be used on a white background for maximum impact and clarity. The logo will have a minimum of 1 X-height white space around it. In order to maintain legibility of the logo the minimum X-height is 1/4”, .64 centimeters, 1.5 picas, or 18 points.
L O G O
41.
41
style guide
The color version of the logo ideally is used on a white or light neutral backgrounds for greatest impact. For use on darker backgrounds please use the two color Green and White version of the logo as the first choice option followed by the one color White version as a second choice.
42
L O G O D O N ' T S
Stepstonesinternational
Stepstonesinternational
Stepstonesinternational
Do not distort the shape of the logo.
Do not place the logo over patterns.
Do not place the logo on photos that are busy
or have multiple shapes or colors.
43.
43
style guide
Stepstonesinternational
Stepstonesinternational
Stepstonesinternational
Do not replace the typeface of the logo.
Do not change color of the logo.
Do not place the logo on colors not in
Stepstones approved color palette color.
44
C O L O R P A L E T T E
The color palette chosen for Stepstones has a warm, earthy
feel with punches of bright hopeful greens and blues. The
colors were chosen from photographs from the regions that
Stepstones is currently active and areas that Stepstones plans
to expand to in the near future. The darker colors of the palette
are an important tool in communicating the current state of the
impoverished regions while the more upbeat, bright blues and
greens help to communicate the hope and the change that
Stepstones is brings. The earth tones in the color palette serve
as a guide and are not specific color matches. Although, the
chosen Stepstones Green and Stepstones Blue are required
to be color matched either by PMS, CMYK or RGB.
45.
45
style guide
Stepstones Green
PMS = DS 294-1 UCMYK = 50, 0, 100, 0RGB = 141, 198, 63
Stepstones Blue
PMS = DS 273-7 UCMYK = 45,0, 40, 25RGB = 11. 164, 139
46
T Y P O G R A P H Y
H E A D I N GabeatbyKai 24 pttracking 340kerning (Metrics)
Sub Heading Helvetica Neue (Light)18 pttracking 0kerning (Metrics)
A B C D E F G H I J K LM N O P Q R S T U V W X Y Za b c d e f g h i j k lm n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 , . " ' ! @ # $ % & * ( ) _ +
A B C D E F G H I J K LM N O P Q R S T U V W X Y Za b c d e f g h i j k lm n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 , . " ' ! @ # $ % & * ( ) _ +
47.
47
style guide
A B C D E F G H I J K LM N O P Q R S T U V W X Y Za b c d e f g h i j k lm n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 , . " ' ! @ # $ % & * ( ) _ +
A B C D E F G H I J K LM N O P Q R S T U V W X Y Za b c d e f g h i j k lm n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 , . " ' ! @ # $ % & * ( ) _ +
BodyHelvetica Neue (Light)14 pttracking 0kerning (Metrics)
Web FontVerdana12 pttracking 0kerning (Metrics)
48
P H O T O G R A P H Y
When selecting photographs, it is important to choose images that communicate the attributes
of the brand and leave the viewer with a positive feeling that being involved with Stepstones
really can make a difference and change someone’s life in need. Although it may be tempting
to use imagery of the immense need and think that it will make people feel compelled to get
involved, it will cause the viewers to feel they are helpless to solve the problem and therefore,
DO USE: photography that depicts the lives and culture of those who are affected by the ministry of Stepstones with a positive or neutral emotional tone and photos of Stepstones supporters and/or staff in action or the result of Stepstones actions.
49.
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style guide
feel they can’t make a difference. Using imagery that only shows the need will cause Stepstones
to become lost in the sea of other organizations that use sad imagery as a tactic to aquire
financial support. It is important to remember that Stepstones Internatianal is an organizations
that is “something different” and “worthy of support,” and that Stepstones is currently making a
difference in the lives of those in need.
DO NOT USE: photography that depicts starving children, death, sadness, hopelessness, poverty, etc.
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F I N A LS O L U T I O N S
F I N A LS O L U T I O N S
53.
L E T T E R H E A D & S T A T I O N E R Y
Letterhead and office stationery is part of the
tangible pieces of the organizations brand identity.
Although a brand is much more than a logo and
set of letterheads and business cards, they play a
pivotal roll in communicating who and what a brand
is. The letterhead offers a clean, easily reproducible
document that will translate well in either color or
black and white for copy and fax machines.
53
final solutions
54
55.
W E B D E S I G N
The web site is designed to be informative but with
an interactive feel. Stepstones web site is designed
and created with Java sliders serving as a navigation
option from page to page in addition to traditional
button style navigation. There is also an option to
change the background image, making the viewer
more in control of the experience, increasing the
chances the viewer will stay on the site longer.
55
final solutions
Home Page
56
57.
Meet The Team News & Media
57
final solutions
Contact Mission
58
59.
P R I N T A D V E R T I S I N G
The print advertising initially created for the
rebranding campaign is centered around awareness
and focussed on taking the steps to make a
difference in global suffering, poverty and hunger.
Included in the campaign is a poster designed for
a broad audience. The poster is an awareness
focussed design to increase understanding that
there are many who need help but you can make
the difference for one. The postcard is designed
to target a more focused audience and urges
potential supporters to inquire how to take the
steps that make a lasting difference.
59
final solutions
poster
postcard / event notice
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49.
W E B B A N N E R
61.
This design utilized simple and subtle animation to
draw the eye to the banner advertisement without
being overly flashy and offensive. The animations
opens up a black screen as a green stroke begins
to “draw on” and a lens flare appears on the left
side of the screen. As the flair moves across the
screen the words “take the steps” appear. The
camera follows the green stroke and the flare trav-
els back left revealing the words “that make a dif-
ference.” The camera continues to follow the stroke
and the flair once more reveals the words “learn
more at.” Then the flare brightens and washes out
the screen. As the flare recedes images of support-
ers playing with children, working and posing with
villagers behind the Stepstones logo. This anima-
tion will be a Flash Media banner and will link view-
ers to the organizations “Get Involved / Donate”
page of their web site.
61
final solutionsfinal solutions
Size: 468 X 60px
Frame Rate: 15fps
Duration: 25 seconds
Font: AbeatbyKai
(same used in logo and web)
62
R E S E A R C H & P H O T O R E F E R E N C E S
R E S E A R C H & P H O T O R E F E R E N C E S
65.
IMAGE REFERENCES:
Brister, Mikehttp://stepstonesmissions.org/https://www.facebook.com/profilephp?id=700118961&sk=photos
*Chelseasthoughts.wordpress.comhttp://chelseasthoughts.files.wordpress.com/2011/01/helping-others.jpg
*Cowart, Jeremyhttp://jeremycowart.com/galleries/africa/http://jeremycowart.com/galleries/iphone/*iStock photo.comhttp://www.istockphoto.com/file_thumbview_approve/11719014/2/istockphoto_11719014-health-worker.jpg
http://www.istockphoto.com/file_thumbview_approve/11569690/2/istockphoto_11569690-american-woman-holding-african-girls.jpg
Ryan Richeyhttps://www.facebook.com/ryanrrichey?sk=photoshttp://www.richeycreative.com
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Religious ToleranceArticle Title: Religious Practices and Informa-tion, How many North Americans attend reli-gious services (and how many lie about going)http://www.religioustolerance.org/re_rate.htm
Copyright © 1999 to 2007 by Ontario Consul-tants on Religious Tolerance.Latest update: 2007-AUG-10Author: B.A. Robinson
Hoover Institution Stanford UniversityArticle Title: Religious Faith and Charitable Givinghttp://www.hoover.org/publications/policy-review/article/6577Copyright © 2011 by the Board of Trustees of Leland Stanford Junior UniversityOctober 1, 2003policy review » no. 121 » featuresReligious Faith and Charitable Giving Author: Arthur C. Brooks
Brister, M. (2010) Mission. Retrieved from
65
refrences
http://stepstonesmissions.wordpress.com/mission/
Brooks, A. C. (October 1, 2003) Religious faith and charitable giving. Retrieved from http://www.hoover.org/publications/policy-review/article/6577
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Merchant, D. (Producer), & Merchant, D. (Di-rector). (September ). Lord, save us from your followers [Motion picture]. United States of American: Lightning Strikes Entertainment, LLC.
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Stevens, T. (2008). Pop goes the church: Should the church engage pop culture. Camby, IN: Power Publishing.
Wong, E., (December 8, 2008). Doritos puts a face on good deeds. Retrieved fromhttp://www.adweek.com/news/adver-tising-branding/doritos-puts-face-good-deeds-97603
* All images used for educational purposes, not intended to be sold or used for profit. 66
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