ssl ue - University of Kansasjeshellh/teaching/ssl_seniorshow...mood board brand book mood board...
Transcript of ssl ue - University of Kansasjeshellh/teaching/ssl_seniorshow...mood board brand book mood board...
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social service leaguessllaw
rencesocial service league
Asisa Asseilycomputer science
Kristi CrawfordGraphic Design
Matt EnriquesPhilosophy/Communication Studies
Candace HowellGraphic Design
Cara JaffeeGraphic Design
Patrick OneilIndustrial Design
Kirk RaymondEnglish
Cassie SinesGrpahic Design
Meredith TackIndustrial Design
Steve WilsonGraphic Design
Professor Jeremy Shellhorn
lawrence social serviceleagueredesign
Visc 524senior problems:
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h ow can smart, well executed d esi g n i d eas make a si g n i fi cant, positive + sustai nab le i m pact o n so m eth i n g we car e ab o ut?
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Who is
the
SSL
social service leagueLIVES AT 905 rhode island
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store
vision fund
social service league905 rhode island
shoe fund
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store
social service league905 rhode island
shoe fund
S S L H i s -t o ry
THE HisTORY OF THE LAWRENcE sOciAL
service League can be traced back to
1863 when Quantrill and his raiders
burnt the city leaving behind a call
for aid that was answered by surviv-
ing community members. it is out of
this need for aid that community mem-
bers banned together vowing to answer
the call of all needy citizens.
in 1888 the charter of a new Lawrence
charity was signed and the Associ-
ated charities was born. in 1911 the
Associated charities became known as
the social service League and was of-
ficially given a charter of incorpora-
tion by the state of Kansas on April
26, 1911. in that charter is set
forth the current League’s mission:
“To promote the social welfare of
Lawrence, Kansas and vicinity and so
far as feasible to cooperate with all
local benevolent, charitable, educa-
tional or missionary organizations,
HELP NEEDY ciTiZENs HELP THEMsELVEs
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RESEARCH
interviews & observation uncovered TWO PRIORITY challenges to the Social service league
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#1) POOR STORYTELLING
Lawrence's biggest secret (and it shouldn't be!)
#2) Internal problems
+ miscommunications have hurt its ability to (Grow+ change)
CHALLENGE ONE: POOR STORYTELLINGWeak visual identity and marketing presence.
CHALLENGE TWO: Miscommunication internallyBridge the gap between what the “board wants” to make the ssl grow and get better at what they do and what everyday volunteers think need to be done or could be done.
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PLUS THE STORE IS A MESS:
unorganized
tough to move around in
no place for volunteers to help sort clothes and "own" their volunteer experience
ugly, dirty
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PARAMETERS
Need to welcome to all communities of Lawrence without forgetting its current tight knit com-munity "no selling out and forgetting the peo-ple who use it everyday"
Need to bridge the gap between what the “board wants” to make the ssl grow and get better at what they do and what the everyday workers and volunteers think needs to be done or could be done.
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CONTEXT
Jean Anne (aka: Mom)the only paid employee of SSL and the store opens when she says it does...has basically run the thrift store forever and knows everybody.
We needed to help the board achieve the mission and goals of SSL but didn’t want to “mess up Jean Anne’s store” so the team needed to listen to her, observe her everyday in the store and work with her and inspire her with solutions that fit her needs and the board’s wishes.
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PROCESS
Use design thinking and scenario/proto-types to visualize what could be and get the social service league thinking "what if" as a collective.
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#1) POOR STORYTELLING
Lawrence's biggest secret (and it shouldn't be!)
#2) Internal problems
+ miscommunications have hurt its ability to (Grow+ change)
CHALLENGE : POOR STORYTELLING
“not sustainable” no system or tools in place for the ssl to use everyday, every month and every year...
no plan to reach new audiences and stay connected to current friends and volunteers
no strategy for messaging or what messages should be communicated to who and when
no clear visual story
no tool kit of digital images/graphics for the board to use in a variety of “low budget” contexts
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= LocalSOLUTION:
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brand essence
Local
Product / benefitEnable People
biggest secret
Styling
HandmadeRecycled PaperEcclecticclever – Not slick
MissionTo help needy citizens
Vision
Values
To spread the word about ssL.
Others needs firstHands on –PersonalNeighborly – Welcomeindustrial
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brand essence (new) brand dimensions
Spiritual
Functional
MentalSocial
SSL provides the residents of Lawrence with the op-portunity to purchase basic goods at very low prices.
SSL makes sure that all clothes donated to the League stays in Lawrence in order to directly benefit its citizens.
SSL provides a form of relief to low-income individuals.
SSL proceeds benefit the poor community in Lawrence.
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brand bookmood board
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brand bookmood board
accessible not too slick
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new Identity/
Color Pallete
C 1 R 251 M 32 G 181 Y 100 B 22K 0
C 10 R 214M 95 G 46Y 100 B 13K 2
C 89 R 2 M 36 G 111Y 63 B 99K 19
C 0 R 246 M 56 G 137Y 90 B 51K 0
C 0 R 35 M 0 G 31Y 0 B 32K 100
C 0 R 255 M 0 G 255Y 0 B 255K 0
image Pallete
typography
a b c d e f g h i j k l m n o p q r s t u v w x zy z
A B c D E F G H i H K L M N O P Q R s T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x zy z
Courier
bebas
Texture Pallete
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in developing a new mark for the social service league of lawrence it was important to both communicate the historical significance of the league while also providing a new and versatile mark that would reinvigorate the social service league within its community.
plus it had to work across all mediums.mostly low budget ones...
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concrete
abstract
*
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2009 1888
lawrencesocial service league
lawrencesocial service league
social service league
social service league
ssl
ssl
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advertising/
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audience + messaging map/marketing toolkit
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CHALLENGE TWO: STOrE DOESN't WORK ANYMORE
Help the board achieve the mission and goals of SSL but didn't want to "mess up Jean Anne's store"
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store organization plan/
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signage/
localroughhomemade
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advertising/PHOTOSHOOTSCREENPRINTED POSTERs