Project Book Design for Jackson Hinds Comprehensive Health Center

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Jackson Hinds Comprehensive Health Center Rebranding Campaign

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Table of Contents

0.1 ResearchAbstract 4Research 5Communication Audits 6Demographics 7Creative Brief 8

0.2 Creative DevelopmentCompetitive Survey 10Design Reseach 11Moodboards 12Logo Development 13

0.3 Style GuideTone and Voice 15Logo 16correct usege 17incorrect usege 18Color 19Photography 20Logo Clear Space 21Promotional Items 22

0.4 Final DesignPrint Advertising 24Stationary Set 25Web Site 26Motions Graphic Comercial 27

SourcesReferences 29

Section 0.3

Style Guide

Style Guide

Sources

American Pregnancy Association. (2011) Planning andPreparing: Health Insurance for Pregnant Women. Retrieved from http://www.americanpregnancy.org/planningandpreparing/affordablehealthcare.html

Arnst, Cathy. (2009) Working Parents: Recession Putting More Women Among the Uninsured. Bloomberg Businessweek.Retrieved from http://www.businessweek.com/careers/workingparents/blog/archives/2009/08/recession_placi.html

Jackson-Hinds Comprehensive Health Center. (2011). About Us. Retrieved from http://www.jackson-hinds.com/about.aspx

Kaiser Health News. (2010). Census Bureau: Recession Fuels Record Number Of Uninsured Americans. Topics: Insurance, Uninsured Retrieved from http://www.kaiserhealthnews.org/daily-reports/2010/september/16/uninsured-census-statistics.aspx

Kavilanz, Parija. (2010). Number Of Insured Drop For The First Time. Fixing Health Care. CNN Money. Retrieved from http://money.cnn.com/2010/09/16/news/economy/census_latest_uninsured_numbers/

Koba, Mark. (2011). What Is a Recession: CNBC Explains.Retrieved from http://www.cnbc.com/id/43563081/What_Is_a_Recession_CNBC_Explains

Fustos, Kata. (2011). Racial Differences in Health Status and Health Insurance Coverage in the United States. Population Reference Bureau. Retrieved from http://www.prb.org/Articles/2011/us-health-insurance-racial-differences.aspx?p=1

Planned Parenthood. (2011). About Us. Retrieved from http://www.plannedparenthood.org/about-us/

The Federal Reserve Bank of Minneapolis. (2011). The Recession and Recovery in Perspective. Retrieved, from http://www.prb.org/Articles/2011/us-health-insurance-racial-differences.aspx http://www.minneapolisfed.org/publications_papers/studies/recession_perspective/index.cfm

Virgina.gov. (2011). Free and Low-Cost Health Services.Retrieved from http://www.vdh.state.va.us/healthpolicy/healthequity/navigating-healthcare/types-of-care/low-cost.htm

Jackson Hinds Comprehensive Health Center Rebranding Campaign

Table of Contents

0.1 ResearchAbstract 4Research 5Communication Audits 6Demographics 7Creative Brief 8

0.2 Creative DevelopmentCompetitive Survey 10Design Reseach 12Moodboards 13Logo Development 14

0.3 Style GuideTone and Voice 16Logo 17correct usege 18incorrect usege 19Color 20Photography 21Logo Clear Space 22Promotional Items 23

0.4 Final DesignPrint Advertising 26 Stationary Set 27Web Site 28Motions Graphic Comercial 29

SourcesReferences 31

Section 0.3 Style Guide

Tone and Voice

Innovative

Jackson Hinds employs new techniques, processes and methods to enhance the delivery of care.

Caring

As the largest provider of primary health care services to the poor, uninsured and underserved population in central Mississippi, the prime objective of Jackson Hinds is to eliminate disparities in health care access for these groups, which often fall between the gaps of private insurance and personal income.

Cost effective

Jackson Hinds saves community resources by providing patients with more effective, cost-efficient care and reducing inappropriate use of local emergency rooms.

15 Style Guide

Logo

Jackson Hinds Comprehensive Health Center did not have a logo so the mission was to create a logo that embodies the values, and ethics of the brand. Jackson Hinds strives to provide quality care for, underserved and uninsured citizens and families in central Mississippi and surrounding area.

The colored version of the logo is preferred if but if the budget does not allow for color black and white may be used.

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Color Palette

C: 50 R: 141M: 0 G: 198Y: 100 B: 63K: 0 H: 84 HEX: 8DC63F

C: 100 R: 0M: 0 G: 166Y: 100 B: 81K: 0 H: 148HEX: 00A651

C: 15 R: 190M: 100 G: 30Y: 90 B: 45K: 10 H: 354HEX: BE1E2D

C: 53 R: 110M: 0 G: 203Y: 18 B: 211K: 0 H: 183HEX: 6ECBD3

C: 100 R: 0M: 0 G: 174Y: 0 B: 239K: 0 H: 196HEX: 00AEEF

C: 85 R: 28M: 50 G: 117Y: 0 B: 188K: 0 H: 206HEX: 1C75BC

The decision behind choosing these particular colors were color meaning, symbloisum and the desire to stay connected to what the brand represnts.

These colors and typefaces represent the color palette and fonts for the logo and brand of Jackson Hinds Comprehensive Health Center and must not be be changed

Typefaces

Optimus Princpes Semi boldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789!@#$%&*()?<>

Century GothicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%&*()?<>

CambriaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%&*()?<>

CambriaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%&*()?<>

17 Style Guide

Photo Examples

These photos represent the essence of the three key tenets for the brand which are cost effective, innovative and caring. The decision behind chossing these phots was the desire to stay connected to the key tenet and photos that fit the company clinical settings.

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Logo Clear Space

A minimum clear space equals to the capial letter height of the “J” of the logo must be maintained at all times around the logo. Logotype should never be used without the presences of the logomark.

The logo should never be reproduced smaller than it would be legible.

19 Style Guide

Promotional Items

Items such as tot bag, key chains, and stress balls asused to promote Jackson Hinds Comprehensive Health Center. Alternative logo colors may be used on items when feasible.

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Sources

American Pregnancy Association. (2011) Planning andPreparing: Health Insurance for Pregnant Women. Retrieved from http://www.americanpregnancy.org/planningandpreparing/affordablehealthcare.html

Arnst, Cathy. (2009) Working Parents: Recession Putting More Women Among the Uninsured. Bloomberg Businessweek.Retrieved from http://www.businessweek.com/careers/workingparents/blog/archives/2009/08/recession_placi.html

Jackson-Hinds Comprehensive Health Center. (2011). About Us. Retrieved from http://www.jackson-hinds.com/about.aspx

Kaiser Health News. (2010). Census Bureau: Recession Fuels Record Number Of Uninsured Americans. Topics: Insurance, Uninsured Retrieved from http://www.kaiserhealthnews.org/daily-reports/2010/september/16/uninsured-census-statistics.aspx

Kavilanz, Parija. (2010). Number Of Insured Drop For The First Time. Fixing Health Care. CNN Money. Retrieved from http://money.cnn.com/2010/09/16/news/economy/census_latest_uninsured_numbers/

Koba, Mark. (2011). What Is a Recession: CNBC Explains.Retrieved from http://www.cnbc.com/id/43563081/What_Is_a_Recession_CNBC_Explains

Fustos, Kata. (2011). Racial Differences in Health Status and Health Insurance Coverage in the United States. Population Reference Bureau. Retrieved from http://www.prb.org/Articles/2011/us-health-insurance-racial-differences.aspx?p=1

Planned Parenthood. (2011). About Us. Retrieved from http://www.plannedparenthood.org/about-us/

The Federal Reserve Bank of Minneapolis. (2011). The Recession and Recovery in Perspective. Retrieved, from http://www.prb.org/Articles/2011/us-health-insurance-racial-differences.aspx http://www.minneapolisfed.org/publications_papers/studies/recession_perspective/index.cfm

Virgina.gov. (2011). Free and Low-Cost Health Services.Retrieved from http://www.vdh.state.va.us/healthpolicy/healthequity/navigating-healthcare/types-of-care/low-cost.htm