Business objectives:
The goals of the advertising is to promote interest, one of the main goals was to create some way to associate the brand, the initiative, the creators of the goods, and the audience that participates (donations, receivers of the goods) all in under one image. Awareness was achieved by incorporating identifiers within the logo, like the camouflage to associate and incorporate the military aspect of the (soon to be) charity. The small more casual font used on the little warriors is intended to have people associate the branding with children, and spark interest. The logos standing alone is supposed to impart knowledge, we made addition features like a banner, a website, a business card, and a patch to promote knowledge and encourage interest and outreach. The imperative is donations, and support, mostly support, this project would continue on with or without donations, but the creators are giving people an opportunity to be included and a part of it all. This shapes a positive attitude and sense of care and concern for people other than ourselves, it makes us aware of our fellow mankind.
Patch Paraphernalia :
The patch would serve as the living branding, it would be attached to all the goods. The main objective used was continuity, we wanted to continue the effect of the quilts but also have it brandished and let people know who made it. The creators put patches on the quilts and so we decided that the children battling cancer should be recognized on the quilt as well, they took have earned recognition for facing a difficult journey. Continuity was important, as well as similarity, we grouped alike items in order to create an effect of a decorated effort, our military initiative and the people at home who face indescribable hardships. We fashioned the patch to have the insignia/logo, and also be small enough to fit on the squares.
Style Guide
The Colors used were brown, tan, blue, green, yellow, and gray.
Yellow was meant to tie in the Meet the warriors, or meet the children. Yellow is light and playful, and represents fun and youth, while that might not mimic the lifestyle of the warriors, it shows them in a different light and makes them more approachable, often time people shy away from people that are different. The light blue is meant to tie in the blue used in the camouflage uniform representing the Navy uniform. The darker blue is meant to tie in the variations of blue within the uniform as well. The green is to reference, the remaining uniforms, the Air Force, the Army, the Marines, etc.
The gray is intended to remain neutral and as a non loud color in order to not compete with the array of colors and help tie in the gray in the photograph in black and white. Overall, the colors are meant to instill military connections and associate them with children in order to create an understanding of our objective and most importantly, the message.
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