Brand Book & Style Guide

Branding Campaign

McGladreyFOUNDATION

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Many companies are engaged in corporate activities that are aimed at giving something back to communities that they serve. Corporate citi-zenship is a recognizable, marketable attribute and must not be taken lightly. With proper marketing and establishment of brand assets this can provide additional brand equity for the organizations’ core brand. The McGladrey Foundation was formed for this purpose in order to allow

McGladrey to provide funding, volunteers and events to support community-based projects. At this time the McGladrey Foundation is not represented adequately and therefore can be perceived as an afterthought, or as another attempt at corporate responsibility.

Currently, no brand identity exists for the McGladrey Foundation independent of its mother company, The McGladrey Firm. This firm is notable in the world of finance, which typically has a disconnected appeal of community sensitivity. McGladrey is a Boston based firm specializing in consulting, accounting and assurance. McGladrey is the fifth largest accounting firm in the

United Sates and employees over 6,500 professionals nationwide (About McGladrey, 2012). The intent of this campaign is to link the ideals of compassion, determination and dynamics to the brand and to the negative connotations associated with wealthy finance companies.

Through the establishment of brand collateral such as; a new logo, stand-alone website, social media pages, video, promo-tional items, and demographic specific advertising this will create a brand that will show that McGladrey is sincere and focused on serving their communities. This branding effort will provide a clearer picture and proper recognition of the

Foundation’s endeavors and will show that there is a competitive advantage to brand these community efforts. This cam-paign will not only help McGladrey bridge the disconnect between their core brand and community efforts, but also create a recognizable identity that supports McGladrey’s core vision. The establishment of the McGladrey Foundations brand allows them to rise above the “community involvement” stigma and place a more supportive emphasis on their desire to provide community support.

McGladrey Foundation Campaign

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05 References04 Final Design

03 Style Guide

Company Overview 06Brand Attributes 08SWOT Analysis 10Target Audience 12Creative Brief 14

Design Research 18Mood Boards 19Logo Concepts 20Website 22Mobile Apps 23Motion Graphic 24Promotional Items 25

Website 42Social Media 43Newsletter 44Mobile Apps 45Video 46Outdoor Advertising 47 Promotional Items 48Print Advertising 49

Image Sources 52Research References 54

Typography 28Color Palette 29Photography 30Logo 32Voice and Tone 36Web Specification 37Print Specification 38Promotional Items 39

01 Research and Strategy 02 Creative Development

Table of ContentsMcGladrey Foundation Campaign

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Company OverviewBrand AttributesSWOT Analysis

Target AudienceCreative Brief

Research & Strategy

Research & Strategy

Company Background

McGladrey is a Boston based firm specializing in consulting, accounting and assurance. McGladrey is the fifth largest accounting firm in the United Sates and employees over 6,500 professionals nationwide (About McGladrey, 2012). Based out of Bloomington, Minnesota McGladrey was founded in 1924 with last year’s gross revenue of over 1.37 billion. McGladrey’s vision statement reads, “We will deliver global capabilities with the “local” touch that brings world class assurance, tax and consulting expertise to our clients through enduring relationships built on genuine understanding and trust” (Our Promise To You, 2012). McGladrey is the title sponsor for the McGladrey Classic which is a PGA tour stop for professional golfers. McGladrey also sponsors several PGA golf profes-sionals such as Davis Love III, Chris DiMarco, Zach Johnson, and Natalie Gulbis .

To support the vision of the McGladrey brand they have created the McGladrey Founda-tion (a 501C3 Non-Profit) to provide volunteer services, pro-bono services and fundrais-ing efforts to employee chosen benefactors. The McGladrey Foundation is an employee run volunteer program designed to give back to their community. The Foundation is managed entirely by the firms employees and the funding is raised by employee contri-butions and fund raising events.

Currently there are only a few pages about the Foundation’s purposes and therefore, there is an opportunity to establish the McGladrey Foundation as a unique brand that will help support the core brand, extend their outreach and also provide an opportunity to increase the Foundations contributions to their chosen benefactors.

McGladrey Foundation

Employee run volunteer program designed to give back to their community.

Foundation is managed entirely by the firms employees.

Funding is through employee contributions and fund-raising events.

Foundation provides pro-bono services to other non-profits.

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Com

pany

Ove

rvie

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Competition

Most often companies present their charitable operations as community involvement and devote only a small section of their visibility to their audience. McGladrey’s key competitor Deloitte (Community Involvement, 2012) is a good example, as well as McGladrey themselves. This author will show that there is a competitive advantage to brand these community efforts that will not only help McGladrey bridge the discon-nect between their core brand and community efforts but also create a recognizable identity that supports their core vision.

The Deloitte Foundation, funded by Deloitte LLP, is a not-for-prof-it organization that supports accounting, business and related fields of study within the United States. The Foundation has been a strong supporter of higher education for more than 80 years and its total giving over the past decade is over $50 million. (Com-munity Involvement, 2012).

The Barnabas Foundation pro-vides quality Planned Giving and Estate Planning services, to their 200 member organizations. This foundation helps make tax-wise decisions about their benefac-tors financial resources and of-fers stewardship education and development for churches and member organizations. (Barna-bas, 2012)

Established in 1993, American Endowment Foundation is a leading, national, independent sponsor of Donor Advised Funds. AEF is distinguished from most other sponsors of Donor Ad-vised Funds by the fact they are wholly independent. AEF offers a neutral platform for investment flexibility and grantmaking, as well as administrative expertise geared to personalized charita-ble management. (AEF, 2012)

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Research & Strategy

Com

pany

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PassionImaginationExperience

ResiliencySupportiveIntuitive

DeterminationIntegrityRelationships

Company Culture and Values

McGladreyFOUNDATION

Character

Culture

ValuesGive, we’ll make it count

Brand Mission

The McGladrey Foundation has a commitment to serve the community that has served them so well. The Mc-Gladrey Foundation has the talent, leadership and resources to provide skill-based volunteers and pro-bono services to those in need.

By developing enduring relationships based on genuine understanding, the Foundation’s talents, builds trust adding an unprecedented level of commitment. The McGladrey Foundation believes this community support improves prosperity for our beneficiaries.

Brand Vision

The McGladrey Foundation’s plan is to extend their reach beyond their local communities by increasing funding and services to selected charities and beneficiaries in need.

The McGladrey Foundation’s long term plan is to be recognized as a key contributor to communities and non-profits they serve and continue to grow and in-crease contributions.

Supporters of the McGladrey Foundation get more bang for their buck. 100% of their contributors support the cause.

The McGladrey Foundation brand forges a statement that McGladrey is committed, now more than ever, to not only give back to the community but make this effort transparent to its contributors

The new McGladrey Foundation brand adds an identifiable characteristic not just a brief statement about corporate responsibility.

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Research & Strategy01

Contributions Go Directly To The Community

All funds raised and contribu-tions go straight to the commu-nity and beneficiaries with no expense.

100% return on contributions.

Employees choose charities that have direct impact on their local communities.

Improves relationships with beneficiaries, promotes direct involvement, extends outreach.

Grantor’s, funders and con-tributors witness firsthand the impact of their contributions.

Increases awareness, improves visibility thus increasing the ability to raise funds.

PGA Golf tournament and sim-ilarly related activities produces a substantial amount of funds.

Local Community Charities

Sponsored Sports Personalities

Key Tenets

Features & Benefits

Prof

essi

onal

Com

mun

ity

Giv

ing

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Research & Strategy

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SWO

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Inte

rnal

Exte

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S WO T

Visibility- Massive media coverage and popularity.

Resources- 65,000 volunteers in 75 offices.

Knowledge- Diverse set of financial and planning skills.

Values- Focused on the “local” community.

Systems- Proven consulting background & systems.

Identity- No brand for McGladrey Founda-tion

Directive- Overabundance of potential charities.

Presence- Presumed to be wealthy; Why do they need others to contribute money?

Focus- Lack of focus on core initiatives.

Contributions- Would be a small player..

Vulnerability- Could be overshadowed by larger competitors.

Political - Conflict with other local commu-nity programs.

Seasonal- Association with Golf and Tour Pro’s season is limited.

Community buy-in- Unclear community purpose.

Competition- Competitors do not have branded community programs.

Improving Economy- People are looking to give where it can make a difference.

New Partnerships- Alliance available with other philanthropists once brand is iden-tified.

Improve core brand and corporate iden-tity.

ThreatsOpportunities

WeaknessesStrengthsAnalyze the current state of the McGladrey Foundation and its continuity with the Mc-Gladrey brand.

Compare the McGladrey Foundation poten-tial with its current competition.

Determine the effect of the creation of a brand strategy and campaign for the Mc-Gladrey Foundation. Determine the impact on the establishment of the McGladrey Foundation’s brand on the existing company brands and services. Determine if the McGladrey brand makes a statement about the parent company. Determine the value that the creation of the McGladrey Foundation’s brand will add to the parent company’s intellectual property and brand collateral.

Analyze the current state of the parent com-pany’s brand and look for ways to increase revenue, profits or value of this core brand.

SWOT Analysis Objective

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Research & Strategy

SWO

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Threats

Create a Brand Strategy and Identity that conforms with the existing McGladrey Brand, and identifies the McGladrey Foundation as its own entity.

The rationale behind this effort is to create an identity for the McGladrey Foundation. This will create a clear message to McGladrey’s clients. Their clients will then consider their community efforts essential and not just another corporate responsibility. This strat-egy will align itself with the core brand’s mission and values and help increase the value of the McGladrey brand.

Create Brand collateral and assets for the McGladrey Foundation.

Currently, just like McGladrey’s competitors, McGladrey has yet to create a brand or identity for its fund raising and pro-bono services. By creating brand collateral such as a logo and tagline, the McGladrey Foundation will have the ability to market its charitable efforts and utilize these assets for their events and philanthropy efforts.

Prepare a campaign (including social media assets) to introduce the McGladrey Foundation to McGladrey’s audience and to introduce the new brand.

A dedicated web site, social media sites, press release and the addition of the McGladrey Foundation’s logo to all the McGladrey’s existing media outlets would bring focus to the Foundation and quickly introduce the Foundation to McGladrey’s audience.

SWO

T A

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Actio

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Education: Bachelors Degree & Up

Gender/Marital Status: Male or Female / Married

Household Size: 2-4

Annual Income: $60,000 +

Age: 35 +

Community Conscious Individuals

Political Candidates

Sports Enthusiasts

Benefactors / Estates

Demographic

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Golf Enthusiasts

Aging Adults

Professionals

Young Adults

Entrepreneurs

Other Non-Profits

McGladrey has targeted golf enthusiasts for their core brand by sponsoring PGA tour professionals and golf events.

Golf enthusiasts are associated with wealth and financial security which makes for a fruitful de-mographic.

The McGladrey Foundation brand would also target this same demographic. Additionally, business professionals seek a sense of worth and contribution to the common good of their communities.

Golf enthusiasts and business professionals are ideal candidates for those seeking to make chari-table contribution to reduce their tax liability.

These individuals associate themselves with their status in the community and align themselves with the McGladrey Foundation brand to project this status to their peers.

Clubs & Tribes

Education: Bachelors Degree & Up

Gender/Marital Status: Male or Female / Married

Household Size: 2-4

Annual Income: $60,000 +

Age: 35 +

Community Conscious Individuals

Political Candidates

Sports Enthusiasts

Benefactors / Estates

Meet Joe Lewis Brown. Joe has owned a successful pool service company for over 30 years and is nearing his retirement age. Soon Joe will officially hand over ownership to his son, little Joe who has been running the company now for over 8 years. Big Joe is easing his way out of the business and is preparing to run for city council. Joe is well known in the community and he is always looking for ways to give something back. In the past he has sponsored little league baseball teams, local golf tournaments and many other sports related events. Joe’s wife Ann is also well known around town and she has always volunteered for numerous charities and community events.

Joe starts his day off at Starbuck’s every morning where he meets up with his golf buddies for coffee and a bagel. He likes to talk about the stock market and also loves to read the money and sports section of the USA Today newspaper. Joe usually ends his day at the driving range of his local country club and always orders a Bombay Gin Martini with a lime twist at the country club bar. In fact all the locals refer to that drink as a cotton eyed Joe. Joe loves to golf and even more he enjoys watching and talking about the PGA tour. Joe likes to squeeze in at least one round of golf a week, and more if his schedule allows. Joe always wears golf related attire on and off the golf course and he’s often known around town for his pas-sion for the sport. Joe is a big fan of Davis Love III and has been for some time. Joe appreciates the character that Davis is known for and in fact has tried to mimic the attribute in his own personal life. Joe is such a big fan that he and his wife come all the way from Boston to Saint Simons Island every year to watch the McGladrey Classic that Davis Love III hosts.

Joe is a busy man and likes to stay active and busy all the time. Although Joe is always on the go, friends and family are the most important facet of his life. Joe is always on the look out for someone or something in need and hopes to leave behind a substantial legacy for others to remember him by and follow in his footsteps.

Meet Janice B. Brown. Janice is the mother of 1 child her son Avery age 16, husband of 20 years Jim, and cat named Biscuit. Janice started working at an early age and worked all the way threw college to earn her Bachelors degree in accounting. Janice is a hard worker, but better yet, a good mom and caring wife to Jim. Both Janice and Jim help coach Avery’s soccer team and attend every single one of his sporting events. Avery is very athletic and at the direction of the high school coach has joined the schools golf team. Neither Janice nor Jim have any experience with the sport, but both parents are determined to support his new ambition.

Janice is an IPhone fanatic and a techy and is constantly on Facebook, checking in on Foursquare and uses Google for everything she possibly can. She even uses her IPhone to create shopping lists for her local grocery store. Janice can be found at the local Java Joe’s every morning before work. She enjoys mingling with all the local regulars and keeping up with the financials on the Wall Street Journal. Every Wednesday night Janice and Jim go to Buffalo Wild Wings to challenge their friends in trivia. Janice is a harsh competitor and her team is usually on the winning side of the game.

At work Janice is brilliant and she has enjoyed a successful career at her accounting firm. Because of Avery’s recent involvement in golf Janice his taken notice of the involvement the McGladrey has with PGA golf. Janice’s firm has been part of the McGladrey firm for years and Janice has even volunteered for some of the McGladrey Foundation’s charitable events. Janice has mainly focused her volunteer efforts to coincide with her son Avery’s activities but since he is getting older Janice is looking to play a more active role with her volunteer efforts.

Personas

Personas

Target Personas

Target Personas

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Research & Strategy

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Establish a brand that provides a perceived emotional image for the McGladrey Foundation and its community efforts.

Create an identity that complies with McGladrey’s existing brand collateral but forms a unique visual aspect that identifies the McGladrey Foundation as its own brand.

Create a logo and brand collateral that symbolizes and communicates the brands mission and vision to its beneficiaries.

Campaign Objective

Unique Selling Proposition

Sustainable Competitive Advantage

Many charitable foundations, including the Foundation’s competition, target broad based projects thus losing the valuable connection with their beneficia-ries. The McGladrey Foundation is unique in that it chooses endeavors which have a direct link to the organization.

The Foundation’s skill-pool and years of experience allows them to provide highly skilled and knowledgeable pro-bono services to non-profits across the nation thus providing one of the premier services to charitable organizations.

Because of this strategic positioning with local communities this creates a unique opportunity for long term potential success. Keeping our ear to the ground enables the greatest chance for sustainability.

The McGladrey Foundation’s main advantage over the competition is the sponsorship of PGA Tour professionals and events to promote community and fundraising efforts. This effort provides an abundance of media exposure and also the ability to raise a significant amount of funds.

Infographic

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Crea

tive

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Primary Deliverables

Tag-line

Call To Action

New Brand StrategyWebsiteSocial MediaNewsletterMobile AppsVideoOutdoor AdvertisingPromotional ItemsPromotional Items

Give, we’ll make it count!

Get consumers to engage in the new website and participate in the Founda-tion’s activities.

Supporters of the McGladrey Foundation get more bang for their buck. 100% of their contributors support the cause.

The McGladrey Foundation brand forges a statement that McGladrey is committed, now more than ever, to not only give back to the community but make this effort trans-parent to its contributors.

The new McGladrey Foundation brand adds an identifiable characteristic not just a brief statement about corporate responsibility.

To create awareness through the development of the McGladrey Foundation’s brand as-sets. Establish an unique identity for the Foundation and increase donations and pro-bona services to the community.

Campaign GoalsInfographic

Value Proposition

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Research & Strategy

Crea

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1819

2022

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Design ResearchMood Boards

Logo ConceptsWebsite

Mobile AppsMotion Graphic

Promotional Items

Creative Development

Based on ongoing research, lead me to these three choices. The narrative for the first board is communi-ty, which is derived from the Foundations community based endeavors. In the campaign brief I described the demographic as Male or females ages 25-85, income $60,000 a year and up. Golf enthusiasts with bachelor’s degree and post graduate degree pro-grams. This demographic requires a very clean and professional look and feel, with clearly defined brand assets. Because this intended to be a sister brand to the McGladrey Firm strict adherence to McGladrey’s brand book is necessary. (Andrews, 2012) provided insight into this brand requirement which included Myriad Pro as the font and the original Blue, Green, Gray color scheme. I added the Orange color based on my research from (Color Wheel Pro, 2006) which combines the energetic of red and the happiness of yel-low. I felt its necessary to bring forth some level of excitement to encourage peo-ple to donate their time, money or services.

The toolbox derived from a culmination of the three mood boards and peer re-view. This lead to the development of the logo and other brand collateral.

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Des

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Res

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02

Regularabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

Myriad ProColors

ToolboxTypography

Photography

McGladreyFOUNDATION

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Moo

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McGladrey McGladreyCLASSIC

McGladrey McGladreyCLASSIC

McGladreyFOUNDATION

McGladreyFOUNDATION

McGladreFOUNDATION

McGladreFOUNDATION

McGladreyFOUNDATION

McGladreyFOUNDATIONMcGladrey

FOUNDATION McGladreyFOUNDATION

McGladreyFOUNDATION

McGladreyFOUNDATION McGladre

FOUNDATION

McGladreyFOUNDATION

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Logo

Con

cept

sCreative Development

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Existing Logos

McGladreyTION

McGladreyTION

McGladreyTION

McGladrey

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Logo

Con

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McGladreyFOUNDATION

New Logo McGladrey the parent company has two existing logo’s. One is the firms parent logo and the other is the logo for their annual golf event. The new logo design had

to conform to the parent logo specification which included the colors blue, gray and green. The additional color orange was added for excitement and to add an element of excitement to the new brand. Several variations were created in black and white to determine the graphic design. Once the design was chosen the colors were added to bring forth the desired logo mark. The end result was a semi circle that symbolizes life, everlasting and repetition. The figures holding hand symbolizes unity and coupled withe the color scheme the overall meaning represents that campaign objective.

Wireframe Concept 1

In the beginning the wireframe included 4 image boxes in the bottom section of the page. These images were combined into one to quite down the design and make it easier comprehend.

Mobile Wireframe

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Web

Site

Creative Development02

The site navigation was conceived to provide clean and straightforward access to each page to accomidate the older demographic.

Site Map

Concept 1

Concept 1

Mobile Wireframe

Concept 2 Final Deliverable

Concept 2 Final Deliverable

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Mob

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=

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Mot

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Gra

phic


Several iterations of the 30 second video led to the development of the final spot. In this video it opens with a golf shot from the title sponsor of McGladrey Davis Love III and continues on to show the contributions the Foundation has made to the communities they serve. The goal for this ad is to show McGladrey’s commitment to the community and by making a contribution this funds will make the deepest impact.

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TypographyColor Palette

PhotographyLogo

Voice and ToneWeb SpecificationPrint Specification

Promotional Items

Style Guide

We’ve Got Style!

TypographyMyriad Pro

AaLogo’sMyriad Pro

Aa

Color Guide

Voice Tone Web Spec

Print SpecPromo Items

ImagesAa

McGladreyFOUNDATION

Give, we’ll make it count[ [

Color Specification

CMYK: 69, 29, 04, 00

CMYK: 78 , 0

8, 100, 01

CMYK: 57, 49, 45, 13

CMYK: 00, 57, 71, 00

Lightabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

Boldabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

Regularabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

Semiboldabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

Italicabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

Condensedabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890

Myriad Pro

Tag-line Format Example: Myriad Pro Semi Bold 14pt

Myriad Pro was chosen to support the core McGladrey brand’s style guide. This font carries forth the professional and clean feel that the McGladrey Founda-tion is targeting. This font is also provided on all platforms making it another good choice for easy deployment.

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Typo

grap

hyStyle Guide

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• Blue symbolizes reaching for the next level – the goal of McGladrey clients, potential clients and employees. The blue is a metaphor for clarity, and is firms primary corporate color.

• Green suggests McGladrey’s down-to-earth persona and friendly, reliable roots.

• Gray indicates McGladrey’s deep understand-ing of their clients’ businesses and how they can succeed (Andrews, 2012).

• Orange combines the energetic of red and the happiness of yellow (Color Wheel Pro, 2006).

Color Meaning

Clarity, Loyalty, Confidence

Reliable, Growth, Money

Success, Sincere, Understanding

Joy, Enthusiasm, Determ

ined

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Style Guide

Colo

r Pal

ette

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Images

The images chosen for this campaign are intended to re-flect a high level of profession-alism, community commitment, and smiling faces. The target audience will quickly recognize the Foundation’s devotion to this cause. These images show the McGladrey Foundation in action, from previous activities and future projects which help support this campaigns objec-tives.

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Phot

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Style Guide03

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03Style Guide

Phot

ogra

phy

McGladrey

McGladreyCLASSIC

McGladreyFOUNDATION

Existing Parent Logo

New Sister Brand

Existing Sister Brand

McGladrey is a Boston based firm specializing in con-sulting, accounting and assurance. McGladrey is the fifth largest accounting firm in the United Sates and employees over 6,500 professionals nationwide (About McGladrey, 2012). Based out of Bloomington, Minnesota McGladrey was founded in 1924 with last year’s gross revenue of over 1.37 billion. McGladrey’s vision statement reads, “We will deliver global capabilities with the “local” touch that brings world class assurance, tax and consulting expertise to our clients through enduring relationships built on genuine understanding and trust” (Our Promise To You, 2012). McGladrey is the title sponsor for the McGladrey Classic which is a PGA tour stop for professional golfers. Mc-Gladrey also sponsors several PGA golf professionals such as Davis Love III, Chris DiMarco, Zach Johnson, and Natalie Gulbis

The McGladrey Classic is a PGA Tour annual Golf Tourna-ment sponsored by McGladrey The tournament is held every year in Saint Simons Island, Georgia

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Logo

Style Guide03

McGladreyFOUNDATION

McGladreyFOUNDATION

New Sister Brand

Brandmark

Tagline

Typeface:Myriad Pro

Logotype

To support the vision of the McGladrey brand they have created the McGladrey Foundation (a 501C3 Non-Profit) to provide volunteer ser-vices, pro-bono services and fundraising efforts to employee chosen benefactors. The McGladrey Foundation is an employee run volun-teer program designed to give back to their community. The Founda-tion is managed entirely by the firms employees and the funding is raised by employee contributions and fund raising events.

Currently there are only a few pages about the Foundation’s pur-poses and its objectives. This campaign provides an opportunity to establish the McGladrey Foundation as a unique brand that will help support the core brand, extend their outreach and also provide an opportunity to increase the Foundations contributions to their cho-sen benefactors.

Most often companies present their charitable operations as community in-volvement and devote only a small sec-tion of their visibility to their audience. This campaign will show that there is a competitive advantage to brand this community effort and will not only help McGladrey bridge the disconnect between their core brand and communi-ty efforts but also create a recognizable identity that is marketable.

Brandmark and Logotype shall always be placed together and can be used with or without the tagline.

Give, We’ll Make It Count

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03Style Guide

Logo

In order to accurately maintain the integrity of the Mc-Gladrey Foundation logo, no attempts to re-typeset, re-draw, or alter its form or spacing are permitted. Always use the supplied reproduction files. Do not alter proportions or fonts.

McGladreyFOUNDATION

McGladreyFOUNDATION

McGladreyFOUNDATION

McGladreyFOUNDATION

McGladreyFOUNDATION

McGladreyFOUNDATION

McGladreyFOUNDATION

McGladreyFOUNDATION

Correct

Style Guide

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Logo

Pla

cem

ent The new logo will utilize the Myriad Pro font, with the addition

of orange (CMYK: 00, M:57, Y:71, K:00) added to the existing Blue, Green, and Gray McGladrey colors and include half circle for unity, and 3 silhouette individuals with linked hands to represent the Foundation’s outreach to the community.

03

.35x

.35x

M

M

M

McGladreyFOUNDATION

Clear Space

Logo should be centered on the left most charactersright leg as shown below. The size of the area of iso-lation provided around the logo is determined by the uppercase letter M in the McGladrey type.

In order to accurately maintain the integrity of the Mc-Gladrey Foundation logo, no attempts to re-typeset, re-draw, or alter its form or spacing are permitted. Always use the supplied reproduction files. Do not alter proportions or fonts.

Style Guide

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Logo

Pla

cem

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Incorrect

McGladreyFOUNDATION

McGladreyFOUNDATION

McGladreyFOUNDATION

McGladreyFOUNDATION

McGladreyFOUNDATION

McGladreyFOUNDATION

McGladreyFOUNDATION

McGladreyFOUNDATION

03

.35x

.35x

M

M

M

McGladreyFOUNDATION

Clear Space

Logo should be centered on the left most charactersright leg as shown below. The size of the area of iso-lation provided around the logo is determined by the uppercase letter M in the McGladrey type.

The key tenets for this campaign are professional, community and giving. The voice and tone shall portray these tenets and addition-ally present communication in a fun, upbeat and positive way. Co munication to the target audience should be direct, honest, and believable.

Keywords:

aspire, desire, drive, eagerness, earnestness, energy, enterprise, enthusiasm, hope, initiative, passion, spirit, strive.

Style Guide

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Voic

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Logo should appear at the top left hand side of each page.

Navigation text should be white with orange background with background changing to green when the mouse hovers over the button.

Images on all pages should conform to the specifications described in the Photography section of the style guide. All images should be optimized for fast web viewing and 72 dpi.

All web pages shall display footer navigation in addition to copyright details.

Newsletter sign-up and social media buttons will be located in the upper right hand corner of each page.

All web pages should be 1024 pixels wide and formated for responsive design on order to accommodate tablet and mobile browsers.

Style Guide

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Web

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cific

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Print advertising is an essential to for any type of marketing campaign. All media designed for print should adhere to the specifications defined within the style guide. Since ad destinations can change so will the necessity for the content to be adapted to meet the specified target market.

As a general rule to maintain the brand’s integrity the following should be used as a guide when considering advertising destined for print.

Use high resolution images that ad-here to the specifications defined in the Photography section of the style guide. Do not use cartoons or clip-art in any materials. Because of the targeted age demographic avoid using fonts smaller than 14pt.

Style Guide

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Prin

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All promotional items should be produced on a white or compli-mentary background color as defined on the logo specification.

Coffee mugs color should be white or Ivory and uti-lize the full color logo.

Style Guide

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4243

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WebsiteSocial Media

NewsletterMobile Apps

VideoOutdoor Advertising

Promotional ItemsPrint Ads

Final Development

Final Development

A key component of this campaign is devel-opment of a dedicated website to show-case the new brand and the McGladrey

Foundations activities and efforts. Currently the Foundation only occupies a section in the main web site under the headline community.

The new web site features a scrolling image gallery to show current activate and proj-ects. Additionally, the site is the central

hub for blog feeds and also an event calendar. Each page features social media buttons for en-couraged engagement as well as a e-newsletter sign-up function.

Prominently displayed on the page s the call to action which are buttons for the client to be able to quickly donate money, volunteer

time and services, advocate the Foundation with other non-profits and donate in-kind services.

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Web

site

Final Development04

The goal of this campaign is not only to estab-lish a unique identity for the McGladrey Foundation, but also to create an interactive,

engaging medium for the audience to participate. This deliverable will provide a means to achieve this goal reaching out beyond the existing Mc-Gladrey demographic taking advantage of the viral nature of social media. This outreach is one of the main objectives of this campaign which is to increase contributions and volunteer efforts.

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Final Development

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A key addition to the campaign is a monthly e-newsletter, which will be utilized to maintain constant contact with the Foundations’ participants keeping them abreast of upcoming events, recent accomplishments and activities. According to (Intuit,

2012) “Newsletters are commonly used by non-profits to increase awareness and build sup-port for their missions, for-profits also use this type to explain their perspectives, highlight good works, and reduce public opposition has an educational slant. Features may include personal profiles, reports and interviews of “success stories”, capital campaign progress, event calendars, public policy commentary, and community recognition.”

This campaign included popular applications such as Twitter, Blogs, and the creation of a dedicated Facebook page (shown here). This page would include the ability to donate within the platform, promote social activity and take advantage of the 6500

McGladrey employees spread across the nation.

Statistics show the increasing demand more

mobile browsing in which this cam-paign includes a very simple app that will facilitate quick and easy iteration with the McGladrey Foun-dation.

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New

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Final Development04

An essential part of this new identity includes applications for the iPad

popular iPhone, and other mo-bile devices.

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Final Development

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Another exciting feature of this campaign will be a video featuring PGA touring athletes. McGladrey is fortunate to have several top level touring pro’s advocating their cause

Narrator: The idea originated from past exposure to Mc-Gladrey back in 2010 when they co-host-ed the first PGA golf tournament on Saint Simons Island.

Narrator: Prior to this event McGladrey was had limited exposure and began to be of interest through the popular-ity of Davis Love III.

Narrator: The Mc-Gladrey Foundation is committed to serv-ing our community in any way we can.

Narrator: We also un-derstand how diffi-culty choices can be deciding on where to devote your mon-ey and time.

We have found a way.

So Can You

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Vide

oFinal Development

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PGA Tour Professionals

Billboards are an effective way to bring exposure to local communities. Billboards can be placed in strategic geographic locations and also now in digital formats with a boarder geographic location.

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Final Development

Out

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Disposable Coffee Cups

Give Away Coffee Mugs

Event T-Shirts

T-Shirts for Sale

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Print advertising was created to provide out-reach and awareness. Targeted media would include; Golf Magazine, Entrepreneur Magazine, Easy Living Magazine and other related demo-graphic types.

T-Shirts for Sale

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Research ReferencesImage Sources

References

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Golf ball on tee. (2012) Retrieved on February 12, 2013 from http://blog.softartisans.com/wp-content/uploads/2012/08/golf.jpg

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Reference Text http://laraeyglo.blog.is/users/ec/laraeyglo/img/reference.jpg

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People with shadows. (2012) Retrieved on January 17, 2013 from http://www.workingpeople.org/wp-content/uploads/2011/09/Worki-People51.gif

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Give. We’ll Make It Count

McGladreyFOUNDATION

Documents

Brand Book & Style Guide