evans final project

YOUTH SPORTS YOUTH SPORTS YOUTH SPORTS

Rebranding Campaign.for the City of San Antonio Parks and Recreation-Youth Sports Division

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Table of Contents

The City of San Antonio Youth Sports Rebranding Campaign

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1.0 Research 4 Overview and Solutions 6 Objectives and Goals 7 Demographics 8 SWOT Analysis 10 Client Brief 12 Brand Mission 13 2.0 Creative Development 14 Mood Boards 16 Logos 18 Website Development 20 Print Ads and Concepts 22

3.0 Style Guide 24 Logo Standards 26 Logo Variances 28 Logo Usage 30 Print Standards 31 Stationery 32 Print Guidelines 33 Color Selections 34 Typefaces 36 Texture and Imagery 37 Web Guidelines 38 Large Formats 39 Motion Graphics 40 Tone and Voice 41 4.0 Final Design 42 Print 44 Digitial 46 Promotional 48 Large Format 49

References 50

TOC

3

1.0research

1.0Research Overview and Solutions 6 Objectives and Goals 7 Demogaraphics 8 SWOT Anaylsis 10 Client Brief 12 Brand Mission 13

Overview


The City of San Antonio Parks and Recreation Department is a city owned organization that offers public

recreation and leisure activities and programs for its inhabitants and also surrounding communities. This

department oversees and maintains 236 city owned parks, swimming pools, gymnasiums, cemeteries, sports

facilities, recreational centers, and parkland (San antonio parks, 2011). This organization, specifically the

youth sports division, is in need of a rebranding campaign to help it remain competitive with the numerous

organizations throughout the city that offer youth sports programs.

The City of San Antonio Parks and Recreation Departments overall look is outdated and needs to be brought

up to date. A rebranding campaign will help to revive the image of this department and also help elevate it

above other competitors in the area. The campaign will address these issues by promoting the large

number of facilities and programs available throughout the city and emphasizing that members

are never far from any of the locations. The campaign will also establish the citys department as

a youthful and fun environment for kids ages 5-16. The campaign deliverables will include print,

television, and radio ads. Other deliverables will include a stronger web presence and mobile apps,

social media presence, and an updated logo and image. The key benefits of membership will be

highlighted and these include more locations that its competitors, more activities and programs

offered, and becoming a part of a team with membership while learning new skills and developing

confidence and greater self-worth.

The City of San Antonios Parks and Recreation Department is branch of the citys public recreation

and leisure activities programs. San Antonio is ranked as the eighth largest city in the United States.

The City of San Antonio adopted a Parks and Recreation System Plan in 1999. The city is growing

every year and with new growth, new opportunities for expansion. There is room to expand the youth

sports categories to accommodate the growing number of new residents with children.

This campaign will focus on the citys recreational programs, specifically the youth sports

department. The focus of the campaign will be to rejuvenate the City of San Antonios

Parks and Recreation Departments youth sports segment because there is a growing

segment of youth in San Antonio. There will be consideration to elevate the existing brand

or product. The purpose will be to establish the youth sports department as a premier network for providing

youth with an opportunity to get fit, active, establish social networks, and all around growth.

The city currently offers sports activities through its community centers throughout the city. There are other

organizations that offer similar activities all around San Antonio. This organization has many competitors

with organizations established around the city that offer similar products. The goal of the campaign is to

elevate the brand above the area competitors.

The campaign will highlight the benefits of joining this organization. These include the number of locations,

easy accessibility, and number of activities and programs. Benefits also include being part of a team, learning

new skills, and developing self-

worth. Youth sports involvement

teaches new skills. Learning new

skills promotes confidence and

self-worth. In joining a team

or sports organization, youth

become a part of a team and

get to spend time with friends

or make new friends. Peer

relationships are essential for

a childs emotional well-being

(Payne, 2007). In additional to

emotional benefits, engagement

in physical activities promotes

good health and fitness. The

campaign will entice kids and teens with an appearance of fun activities and as a social setting for meeting

new friends. Parents can be assured that their children will have a positive experience and growth with

involvement in youth sports.

1.11.0

Solutions One of the first components of the campaign will be a redesign of the departments logo.

The current logo for the parks and recreation division is outdated. A new updated design

will be created for the youth sports division. The new design will be a youthful and more

modern design that will be designed to attract its young target market segment. The

current logo for parks and recreation is a deep maroon color with an image of an outline

of a tree. In order to appeal to a younger market segment, a new logo will be designed

for the youth sports department. The colors used will brighter colors including primary

colors. These will include reds, yellows, greens, blues, purples, and oranges. According

to market research, children respond to bright primary colors (Daye, 2008). The font

selection for the new logo will be a thick, bold, and strong font so that it can be easily

identified. In narrowing down the font for the logo, preference will be given to a strong

sans-serf typeface. The font treatment will be fun and playful. In order to give the font a

more playful style, the individual letters will be resized and rotated and also spaced apart

and include a thicker outline with a contrasting color so that it will stand out even further.

The campaign deliverables will include print, television, web, and radio. Billboards,

bus wraps, flyers, newspaper ads will be included in the print deliverables. Television ads

will run on local television stations. These ads will include images of children playing

sports and engaging in fun with other children.

The will highlight benefits and how excited and

fun the organization is. The images will include

stock photography from online sources such as

www.corbis.com, www.istockphoto.com, and

www.freestockimages.net. The ads will also feature

real members actively engaging in sports activities

as part of ad testimonials.

The department will also collaborate with

Radio Disney to air ads featuring the benefits of

membership. These ads will feature testimonials

from kids that have participated in different

activities with the citys programs. They will be

invitations to join the organization. The current website will be updated to include a new

segment dedicated specifically to the youth sports division. This page will include real

time interactive enrollment capabilities, current listings of activities and programs offered

throughout the city, and a blog area of its teen members to interact and socialize with

other youth that participate in the citys youth sports programs. The campaign will also

focus on developing a strong social media presence through Facebook and Twitter. These

two media outlets will contain information regarding current activities and updates.

Objectives and Goals The City of San Antonios Parks and Recreation Departments youth sports division

is currently in need of an update and rebranding campaign. There is a movement of

increased population growth in San Antonio and a number of strong competitors

offering similar services to youth in the area. In order to stand out amongst the

competition, the city is in need of a rebranding campaign that will target a young

market and help elevate the brand above the competition. The new brand will include

a younger, modern, and playful logo to entice youth ages 5-16 to join the organization.

The brand will also feature a variety of ads in different media such as television, print,

radio, web, and social media. These ads will tout the benefits of joining which include

easy access and variety of activities. For the youth, it will highlight the opportunities

created by joining that include making

new friends, being a part of a team,

developing strong character, fitness,

and social acceptance. By creating

a rebranding campaign for this

organization, the citys youth sports

department will gain an increase in

membership and be established as a

strong competitor in the youth sports

division in the area.

7

Age 32

Married with two children ages 7 and 9

College Student

Household Income $45,000

Key TenetsMarket Youth

boys, girls age

s 5-16

Household in

come $23,73

4-$49,229

Married and

single parent

households

Tribes Community Sports Enthusiasts Parents Youth Sports, team members

The target audience for this rebranding campaign will be primarily youth and their parents. The City of San Antonio

currently offers sports programs for boys and girls from the ages of 5-16 years of age. According to the 2010 census

there are 1,327,401 people living in San Antonio. Of that 71.80% of parents are married with an average household

size of 3. The medium income is $23,734-49,229 with an average educational level of high school graduates. Of the

single households, 46.40% are female with children ("State & county quickfacts," 2012). The statistics for 6-11 year olds is

9.42% of the population while 12-17 year olds comprise 9.50% of the population (Texas population, 2010, 2011).

Demographics


Age 12

Middle School

Likes sports and video games

Single Parent Household

1.2Emp

owering

Confiden

t

Fun

Key Tenets

Value PropositionThe citys program is highlighted because of the convenience of the locations and the multitude of sports and activities that are offered through an

organization that is established and locally owned. Members can take pride in the fact that the organization is part of their city and their tax dollars

directly sponsor and pay for the activities. The are in essence owners of the organization. The value proposition of membership includes self confidence,

the ability to develop strong character, fitness, and being a team player. In order to reach the younger target audience, the citys program will be portrayed

as the most exciting and fun program available in the city. It will be the best place for kids to engage with others and have fun at the same time.

Key Features Team: Spend time with friends, be a part of

the team.

New skills: Learning new skills promotes confidence and self worth.

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Swot Analysis


Strengths The City of San Antonio Parks and Recreation Dept. is an established local organization. Members can take pride in the organization because it is based out of their city. The organization offers a variety of youth sports activities and leagues at an affordable price. The parks and recreation department boasts an experienced workforce with community centers around the city. You dont have to travel far to participate in activities. San Antonio is experiencing a constant migration of new families that could be potential new members.

Opportunities Creating a strong brand identity offers this department an opportunity to reach new markets and promote the citys recreational activities while

establish tourism strongpoints. There is an opportunity to reach a larger market utilizing social

media and by establishing a strong online presence using new technologies and devices. The city can build a strong collaborative relationship with local schools.

Weakness The department is local and does not have a strong global or national presence. The current logo and department image is antiquated and needs

to be updated appeal to a younger audience. The department also lacks a centralized site for real time communication where members can sign up on line and see daily schedules of activities.This department has a reputation for being unorganized. The activities and sports that are offered are similar to those of competing organizations. Because of the abundance of sports activities available in the city, there is a lack of member loyalty to the brand.

Threats There are numerous organizations in the city that offer youth sports activities. With a weak economy leisure activities are not a priority. There is a lack of interest among teens. With advancements in technology, kids have a large

range of activities to occupy their time. In todays busy lifestyles, there is an increase in the lack of parental involvement. Another factor that could threaten the brand are budget cuts.

1.31.oStrengthsLocal

Established Locations

Price Population Growth

Experienced Workforce

Opportunities Create Tourism Strongpoint

Promote City New Markets

Stonger Social Media Presence Work with Local Schools

Establish Strong Online Presence

WeaknessVariety Staffing

Presence and Reach Member Loyalty

No Centralized Communication Reputation

ThreatsEconomy

Rival Organizations Large Range of Leisure Activities

Lack of Interest Lack of Parental Involvement

Budget Cuts

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Client Brief


Campaign objective To rebrand the City of San Antonios Parks and Recreation dept.

by creating an updated identity that helps distinguish the brand

from its competition in order to revitalize and elevate the brand.

Unique Selling Proposition More locations and more opportunities for fitness and fun with

centers stragically placed around the city so they are easily

accessible and near your home.

Big Goal To establish the youth sports department as a premier network

for providing youth with an opportunity to get fit, active, establish

social networks, and all around growth.

Positioning Established city owned organization offering a variety of youth

sports programs. Currently one of several organizations offering

similar programs. More locations, more services.

Project Outcome To increase membership by 5% within the next two years.

Sustainalbe Competitive Advantage Only organization that offers the most activities with a location

within a few miles of your home in San Antonio. More locations

with more activitiesPositioning Established city owned organization offering a variety of youth

sports programs. Currently one of several organizations offering

similar programs. More locations, more services.

Call to Action It will stress that being a part of this team will help you be part of

an exclusive team.

Brand Mission and ValuesBrand Mission

Goals The mission of the San Antonio Parks and Recreation Department is to provide exceptional parks, facilities, programs and services to improve the quality of life for all.

Aspirations Promote and maintain world-class facilities to further the citys prominence as a major city and visitor destination.

RelevanceHaving a reputable and safe environment for youth to participate in sports activities is important for parents. Team sports can provide children many opportunites to grow physically,emotionally, and socially. They learn competition skills as well as gaining other benefits such as physical health, social interaction skills, emotional well being, and improved self esteem and self- worth. (Payne, 2007).

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3.1

2.02.0 Creative Development

Creative Development Competitive Survey 17 Logos 19 Website and Print 20 Design Research 21

Creative Development Mood Boards 16 Logos 18 Website Development 20 Print ads and concepts 22

2.0

A mood board was was initially created using a collection of images that represented the brand in terms

of the brand essence. These images help to set the tone for the brand's foundtation. The images serve as

a means of inspiration and then refined to a graphic tool box. The graphic toolbox is used to ensure that

the brand essence is clearly defined and followed. It is a visual representation of the brand's essence.

Fun Vibrant Youthful Energetic Colorful Spirited Friendly Healthy

Safe Confident

Mood Boards


15,100,90,10 0,80,9,0 84,10,100,10 100,95,5,0 0,0,100,0

163,36,48 211,91,48 81,146,75 51,59,140 255,242,45

#A32430 #D35B30 #51924B #3333B8C #FFF22D

CMYK

RGB

HEX

Color Palette

Designer Notes: by Rosa Evans

Logos

Font Selections

ImageryThe city of San Antonio Parks and Recreation Youth Sports Deptartment is a city owned organization that oers public recreation and leisure activities for its inhabitants and surrounding communites. The youth sports division oers a variety of low cost sports activities to children and teens ages 5-16. The organization oers over 26 locations throughout the city enabling easy and fast access throughout the city. The goal of this campaign is to revitalize the department and help elevate the youth sports division above its competitors. A new youthful appearance will help appeal to a younger audience and help establish the brand as a strong competitor in the city.

The new campaign features a redesigned logo that is more modern and youthful in appearance. It features bright and vibrant colors to attract its targeted demographic. These colors have an immediate visual impact and help to attract kids attention. The color palette is also bright and vibrant to appeal to a younger audience . The font selections are complentary to the new youthful brand. The imagery selected for the marketing materials and website are fun, youthful, and playful in nature with a color palette that also complements the new design.

Headline OptionGrobold Regular

Tagline/subheadingSkia Regular

Body TextMyriad Pro Regular

Your home, your team.Join today.

Make 'em proud.Join today

Youth sportsYour excuse to skip chores

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The city of San Antonio Parks and Recreation Youth Sports Deptartment is a city owned organization that offers public recreation and leisure activities for its inhabitants and surrounding communites. The youth sports division offers a variety of low cost sports activities to children and teens ages 5-16. The organization offers over 26 locations throughout the city enabling easy and fast access throughout the city. The goal of this campaign is to revitalize the department and help elevate the youth sports division above its competitors. A new youthful appearance will help appeal to a younger audience and help establish the brand as a strong competitor in the city.

The new campaign features a redesigned logo that is more modern and youthful in appearance. It features bright and vibrant colors to attract its targeted demographic. These colors have an immediate visual impact and help to attract kids attention. The color palette is also bright and vibrant to appeal to a younger audience . The font selections are complentary to the new youthful brand. The imagery selected for the marketing materials and website are fun, youthful, and playful in nature with a color palette that also complements the new design.

2.0

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Logo Concepts and SketchesOne of the first components of the campaign was redesign of the depart-

ments logo. The current logo for the parks and recreation division was

outdated. The logo redesign process began with brainstorming and

sketching ideas and concepts on paper.The initial sketches were refined and

then futher developed in Illustrator for the final concept. The new design

needed to be more youthful modern in design as to attract its young target

market segment. In narrowing down the font for the logo, preference was

given to a strong sans-serf typeface. The font treatment is fun and playful.

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Initial Sketches and rough Drafts

2.0

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Website Development


Website Pages

2.0 CITY OF SAN ANTONIO PARKS AND RECREATION City of San Antonio Parks and Recreation

Youth Sports Search

Login User Name Password

Importance of teamwork

Looking for a team?

Locations listedhere.

Click to view

Home Kids Parents EventsTeens

Copyright City of San Antonio Home Kids Teens Parents Events

Games

Videos

Coloring

Music

Quizzes

Chat

Jokes

Click for more colors

Print Page 1 of 9 Print Page 1 of 20

Print Page 1 of 14 Print Page 1 of 10

1 2 3 4 5 1 2 3 4 5

1 2 3 4 5 1 2 3 4 5

C o l o r i n g P a g e sC o l o r i n g P a g e s

P u z z l e sP u z z l e s P r i n t a b l e c a r d sP r i n t a b l e c a r d s

P r i n t a b l e sP r i n t a b l e s

ALL

STAR

COLOR & PRINT

COLORING, PRINTABLES, & MORE!

CLICK TO PICK YOUR COLOR

Heress your solution to boredom. Browse through many designs and fun!

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The City of San Antonio Parks and Recreation's Youth Sports rebranding campaign will be marketed using a number of advertising mediums. One is print advertisments. The print ads and flyers will

be designed in a manner consistent with the brand's essence. The images depicted should follow the style guidelines for the brand. They are to be vibrant and positive images of children and

families engaged in a sports activities. The tone of the ads should be positive in nature. These print ads will be published in local magazines, newspapers, and other large format mediums such

as billboards and bus stop signage. The ads will also be distributed to local schools in poster formats to be placed in hallways and classrooms to encourage enrollment and participation.

Print Ads and Concepts


The advertisment ads and flyers began with a series of sketches and mockup designs. They were finalized using professional photographic images.

2.0

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2.03.0 Style Guide

2.0Style Guide Logo Standards 26 Logo Variances 28 Logo Usage 30 Print Standards 31 Stationery 32 Print Guidelines 33 Color Selections 34 Typefaces 36 Texture and Imagery 37 Web Guidelines 38 Large Formats 39 Motion Graphics 40 Tone and Voice 41

Logo Standards


The city of San Antonio Parks and Recreation

Youth Sports Deptartment is a city owned

organization that offers public recreation

and leisure activities for its inhabitants and

surrounding communites. The youth sports

division offers a variety of low cost sports

activities to children and teens ages 5-16. The

organization offers over 26 locations throughout

the city enabling easy and fast access

throughout the city. The goal of this campaign

is to revitalize the department and help elevate

the youth sports division above its competitors.

A new youthful appearance will help appeal to a

younger audience and help establish the brand

as a strong competitor in the city.

One of the first components of the campaign

was a redesign of the departments logo.

The current logo for the parks and recreation

division was outdated. A new updated

design was created for the youth

sports division. The new design

is a youthful and more modern

design that is designed

to attract its young target

market segment. The old logo

for parks and recreation was

a deep maroon color with an

image of an outline of a tree. In order to appeal

to a younger market segment, a new logo was

designed for the youth sports department.

The colors used are brighter colors including

primary colors. These will include reds, yellows,

greens, blues, and oranges. According to market

research, children respond to bright primary

colors (Daye, 2008). The font selection for the

new logo is now a thick, bold, and strong font

so that it can be easily identified. In narrowing

down the font for the logo, preference was

given to a strong sans-serf typeface. The font

treatment is now fun and playful. In order to

give the font a more playful style, the individual

letters were resized and rotated and also spaced

apart and now include a thicker outline with a

contrasting color so that it will stand out even

further.

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3.0

Old

Variations

New

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Logo Variations

The City of San Antonio Parks and Recreation Youth Sports logo is designed to be displayed in a horizontal format. The logo can be displayed in full color with or without a tagline. The only variations that are acceptable for use is a full color logo with or without the parks and recreation logo frame, and a black and white logo with or without the parks and recreation blue frame.

Fonts Abadi MT Condensed Extra BoldThis font is used for the descriptor. It was selected for its san serif typeface for legibility.

Alpha Magnets All Caps Used for the letterform. It was used for youthful appearance and legibility.

Skia Regular This font is used for the tagline. It was selected for legibility and wlight weight appearance. It is used to balance the heaviness of the letterform.

Descriptor

Upper case Letterform

Tagline

Logo Icon

Logo Frame

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3.0

Only acceptable variationsFull color logo Black and White logo

Full color logo with frame Black and White logo with frame

The City of San Antonio Parks and Recreation Youth

Sports logo is designed for visibility and legibility. It

is designed with a large bold font and bright colors

so that it stands out and can be recognized as a

sports logo even by children that can not read. The

logo should only be used in full color or in black in

white variations to maintain legibility and clarity.

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Proper UsageIt is best to use the full color logo. You may use

the logo with a frame whenever it is placed

against a background that would affect visibility.

Acceptable

UnacceptableDo not remove descriptor.

Do not move tagline.

Do not use full color logo with frame on dark bacbackgrounds.

Do not use black and white logo with frame.

Do not alter frame

Do not recolor.

3.0

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2

h

1/2x

1/2x

h

2

h11x

h11x

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2

h

1/2x

1/2x

h2

h11x

h11x

Clear Space should be equivalent to the weight of the letter "H"

(1 x variable) on the left and right. The top and bottom should

be equivalent to one half of letter "H" (1 /2x variable). If the

logo is used without the tagline, the same rules will apply.

Sizing Regulations

The minimum size the logo should be scaled down to is a width of 1.5".

The logo can vary in size depending on the use of the logo frame.

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Print Standards

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Print Collateral


Stationery

Letterhead Letterhead should be standard size of 8.5 x 11 Premium 70# uncoated opaque stock Full color on the front with color with a blank back

Letterhead Margins Top Margin should be 1.5" Left and right margins should be .5"Bottom margin should be 1"w

Envelopes

#10 custom envelopes should be printed with full color on matching premium stock

Business Cards

Business card should be standard size of 3.5 x 2 Full color print on the front with a blank back Gloss or UV coating should be applied to the front

3.0

Print GuidelinesLogo Placement The logo should always appear in the lower bottom corner, left or right. If it is set against

a white or light colored background, the logo can be used without the logo frame. If it

is set against a darker or textured background, the logo with the blue logo frame is to

be used. The minimum size that the logo can appear in an advertisment is 1.5".

Imagery The imagery in a print advertisment should be cropped appropriately and avoid small or images

that appear to be shot from a long distance. They must be high resolution and be professionally

shot. The minimum resolution is 300 DPI in CMYK.

Headlines The headlines should be prominently

displayed in Grobold typeface in a color

derived from the color palette designed

for the brand. The sub headline should be

rendered in the same font as the headline

when it is displayed separately from the

headline. Skia regular should be used

when the headline and sub headline are

displayed in the same paragraph.

Body Copy The body copy should always appear in

Myriad Pro at at least 12 pt/14/4. The color

of the font can be black, white, or blue

(85,10,100,0) matching the logo color.

Headline

Sub Headline

Body ContentLogo

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In choosing the color palette for the rebranding campaign, consideration was given to colors that would be attractive to

the brand's target market. This primarily includes kids from ages 5-16 years. Colors that are bright and vibrant and have a

positive and immediate impact were chosen. The colors selected are ideal for readability and attracting attention.

Red Orange

Yellow Blue Green

Color Selectionns


Proposed Color Palette

15,100,90,10 0,80,9,0 84,10,100,10 100,95,5,0 0,0,100,0

163,36,48 211,91,48 81,146,75 51,59,140 255,242,45

A32430 #D35B30 #51924B 3333B8C #FFF22D

CMYK

RGB

HEX

The colors selected are bright and vibrant colors. For the logo, a selection

of a range of bold and bright colors in blue, green, yellow, red, and

purple was used. The colors have a positive connotation and are shown

to attract the attention of children. The target market was kept in mind

when selecting the color palette. Primary colors as well as other bright

colors have an immediate visual impact and attract kids ("Kids logos,"

2010). It is important that the logo stand out immediately and be easily

recognized. These colors should always be used along with the logo.

3.0

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Alpha Fridge Magnet All Caps A B C D E F G H I J K L M N O P Q R S T U V W X Y Z1 2 3 4 5 6 7 8 9 0 !?.,;'" Grobold Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 !?.,;'" Skia Regular A B C D E F G H I J 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 y z1 2 3 4 5 6 7 8 9 0 !?.,;'" Myriad Pro Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c e d f g h i j k l m n o p q r s t u v w x y z

Font Selections

Headline OptionGrobold Regular

Tagline/subheadingSkia Regular

Body TextMyriad Pro Regular

Your home, your team.Join today.

Make 'em proud.Join today

Youth sportsYour excuse to skip chores

Typefacesns

3.0

The City of San Antonio Parks and Recreation

Youth Sports brand is a young, vibrant,

energetic, and fun brand. All images used

in any aspect related to the brand to include

advertisements, web pages, apps, and

interactive games should reflect this style.

These images need to embody the brand

essence. The images should contain happy,

postitive characters and images. The youth

sports department offers a chance to socialize,

gain confidence, build self-esteem, develop

leadership skills, and become physically fit.

The textures that are appropriate for use with

the brand should be derived from images related

to youth sports. These can include grass fields,

blue skies, wood from a basketball court, the

texture of sports balls, or other related images.

All images used must be professionally shot

and edit appropriately. The images should be

bright and use vibrant colors. They should not

be dull or faded. People depicted in the images

should be engaged with others in active scenes

or portrayed in a happy, positive manner. The

minimum resolution for all images should be

300 DPI to ensure proper resolution and optimal

clarity.

Texture and ImageryTextures

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Web Guidelines

Example Heading

Example heading

Example paragraph

Font Grobold

Size 37 pt

#D35b30

RGB 211, 91, 48

Font Grobold

Size 18 pt

#51924B

RGB 81, 146, 75

Font Myriad Pro

Size 14 pt

#262425

RGB 38, 36, 37

Billboard Avertisements

Bus stop Advertisments

3.0

Large Format

Billboard advertisements should include a positive and encouraging message. The logo

variation with frame is used in this instance so that it stands out from the background.

Bus stop advertisments should include a large image and a positive

and encouraging message. The headline should be rendered in a large

font so that it stands out and can be read even as viewers drive by. The

logo should be placed in the lower right or left bottom corners and the

variation that stands out the most from the background should be used.

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Motion Graphics

Banner ads Interactive motion graphics will be used to direct potential customers to the City of San Antonio's Parks and Recreation Youth Sports website. This can help to increase the member base. Interactive web banners will be created to inform viewers about the brand. The banner ads should be consistent with the brand essense. Imagery should be sports related and be designed in a bright and vibrant color palette to attract viewers.

Storyboards The storyboard above for a banner ad depicts an ad that is 180x150 pixels. The frame rate is 18 fps. The duration for a banner ad should be be-tween 10-15 seconds. The banner ad shown is 14.3 seconds. The ad contains a series of sports balls that fly, bounce, and roll onto the stage from various points. The rays in the background spin counterclock wise and slowly fades away. The ad ends with information about the brand and a link (button) appears that enables the viewer to visit the brand's website and register for membership.


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Word Usage must be:

"Positive "Friendly "Inviting

"Encouraging

The perspective should be in the 3rd tense whenever possible.

Leader

3.0

Tone and Voice

Becoming a member of a reputable and established organization like the City of San Antonio Parks and Recreation Youth Sports

division means an opportunity to develop character, leadership skills, make life long friendships while also becoming physically

stronger and healthier. The division is youthful and modern appealing to younger audiences and their care-givers. Parents can

rest assured that their children are safe and developing vital skills.The brand voice should convey a clear message. By using

appropriate words, that message can be cemented in the minds of the target market.

The City of San Antonio Parks and Recreation Youth Sorts division is a familar and friendly organization. It is confident and

empowering while also fun. It is warm and inviting, approachable, and fun. It embodies leadership and social inclusivity. The

tone of the brand is strong and reputable.

Fun Empowering

Accessible Friendly

Strong Approachable

Confident Healthy

Social Young

Modern Familar

Safe

41

Fun Friendly Strong

Confident Healthy Young

Encouraging Safe

Positive Inviting

Safe

2.04.0 Final Designs

2.0Final Designs Print 44 Digitial 46 Promotional 48 Large Format 49

print

Magazine advertisments and flyers.


4.0

Print advertisments are designed to be energetic, positive, and emphasize the benefits of joining the

organization. The images within the ads are vibrant and colorful to attract the brand's target market.

45

Digital

Website displays pictured on Mac, Iphone, and Ipad


4.0Motion Graphics Interactive banner ad

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Promotional products


Large Format

The City of San Antonio Youth Sports Rebranding Campaign 49

3.1

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5.0

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&prmd=imvns&tbnid=ERd47t1eoLoVHM:&imgrefurl=http://pic-

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n/&docid=7xjrqgENpwCjvM&imgurl=http://picturesforcoloring.

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ocid=buLxzoMB1yDKDM&imgurl=http://www.freekidscrafts.

com/images/projects/coloring_page_girl_baseballl_player.

jpg&w=708&h=908&ei=O_fdT5XeIoO69QSnvuHjCg&zoom=1&

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l=en&client=safari&sa=X&rls=en&biw=979&bih=754&tbm=isc

h&prmd=imvns&tbnid=4VfHsa_hnzMXNM:&imgrefurl=http://

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pages/basketball-coloring-pages/basketball-coloring-pages-

images/basketball-coloring-page-02.php&docid=tpRaD9gcPi

0LqM&imgurl=http://www.coloring-pages-kids.com/coloring-

pages/sports-coloring-pages/basketball-coloring-pages/

basketball-coloring-pages-images/basketball-coloring-page-02.

gif&w=590&h=833&ei=PvjdT_fKD4yq8ATEhvm_Cg&zoom=1&i

act=hc&vpx=91&vpy=305&dur=671&hovh=267&hovw=189&t

x=138&ty=132&sig=117021378304490968412&page=3&tbnh=

132&tbnw=90&start=48&ndsp=35&ved=1t:429,r:14,s:48,i:339


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Many Options, Many Locations

3.1

Documents

evans final project