MoranA_11.3.3_project book

Homes for ourTroopsfrom Amer ica ’ s hand , to a Hero ’ s home

project book &

style guidewww.hfot.org877-7-troops

Research 1.1 Company Profile

1.2 Creative Brief

1.3 Demographics

1.4 Misson Statement

1.5 Deliverables

Table of Contents 2

Development2.1 Competitor Analysis

2.2 SWOT Analysis

2.3 Moodboards

2.4 Logo Development

2.5 Print Ad Development

2.6 Media Development

2.7 Motion Graphic Development

Standards3.1 Logo

3.2 Fonts

3.3 Print

3.4 Media

3.5 Motion Graphic

Submission4.1 Company Documents 4.2 Print Advirtisments

4.3 Digital Media

4.4 Motion Graphics

4.5 Promotional Items

Table of Contents

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1.0 Research 43 From America’s Hand, To A Hero’s Home

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Company Profile

From America’s Hand, To A Hero’s Homeis a brand rejuvination project for the current non-profit organization Homes For Our Troops. Homes For Our Troops was founded in 2004 by Master Builder, John Gonsalves after watching a television special one night on the 30,000 plus soldiers who have returned home from Operation Irqai & Enduring freedom severly disabled. Like many of us Mr. Gonsalves wondered what he could do to give back to these soldiers who have given so much to our country. And so began Homes For Our Troops, an organization dedicated to building fully handicap accessible homes for severly disabled soldiers, at no cost to the solider.

Since 2004 Homes For Our Troops has been building fully handicap accessible homes to meet the physical demands of our injured soldiers. The organization relies on the contributions, skills and efforts of its consumers to successfully build these homes as no cost to the soldier (Home For Our Troops, 2011). Although Homes For Our Troops has been successful since their beginning in 2004, they have not yet reached their maximum

potential. Homes For Our Troops is not reaching the wide array of audiences that it could be. The company’s values and benefits are not effectively conveyed in the brand’s current state. Rejuvenating the Homes For Our Troops brand in order to emphasize the potential benefits that consumer’s gain during participation would attract a larger demographic market.

The campaign, “From Your Hands, To Their Homes” will bring the strengths of Homes For Our Troops to the forefront of targeted consumers minds by re-developing a cohesive brand identity and image that will elevate the brand to a new level with a focus on new products and corporate partnerships. Patriotism, Gratitude, and Craftsmanship will be threaded through all communications, advertising materials, and creative campaigns in order to grow the customer base, consumer impressions, and company revenue. Since 2004 Homes For Our Troops has built, or is currently working on over 70 new homes for disabled soldiers and has renovated over 10 existing homes in 33 states.

In 2009, the total revenue generated by Homes For Our Troops was at its all time high of $9.8 million. With administration and fundraising fees only eating up about 8.6% of the HFOT’s revenue, the bulk of the revenue is put towards the cost of building the homes. Of the total revenue 86% came from monetary donations. On average 50% of the labor and materials needed for the homes is donated, while the other 50% is paid for by the organization. Since 2004 Homes For Our Troops has received over $6 million of “in-kind” donations, such as construction materials and professional labor. (Homes For Our Troops, 2011) Homes For Our Troops has been highly recognized by The American Institute of Philanthropy. The AIP gave Homes For Our Troops an “A” rating, ranking HFOT as one of the top seven Military and Veterans Charities, among over forty other organizations (CharityWatch.org, 2011). Homes For Our Troops was also given four stars by Charity Navigator. After careful analysis of the percentage of the funds spent on the program and overhead costs,

Charity Navigator gave Homes For Our Troops a total score of 68.96 out of 70, a grade of 98.5%. (CharityNavigator.org, 2011).

The challenge is to push Homes For Our Troops further past its current success. Word of mouth has taken the organization thus far; it now needs a successful marketing plan and corresponding materials to reach a wider consumer audience. In order to draw in new consumers new marketing techniques must be implemented. The first step is rejuvenating the first impression that the brand emits. The first impression of the brand needs to evoke the emotions in which the brand posses, patriotism, gratitude and craftsmanship. Each one of the brands three key tenets can relate to a different consumer. Having the brand emit a sense of patriotism will target all Americans, any and all military members, active or retired, as well as their families. Through the value of gratitude, the brand speaks to any potential consumers that can appreciate the sacrifice some choose to make for others. The value of craftsmanship has the ability to connect with any persons

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Company Profile

in and trade field or any individual who possesses a skill in which there hands and minds combine in order to create.

Determining that there are specific consumer groups that the Homes For Our Troops brand should be targeting will help in determining the creative marketing methods that should be used to connect with these potential consumers. These connections need to be made on an emotional level. The brand im-age, as well as the marketing mate-rial needs to evoke a feeling in the consumer. Given the three main groups of consumers that we will be targeting, each group needs its own emotional connection. The details of these emotional connections will be discussed in detail later as we explore the reason behind why peo-ple contribute to non-profit organi-zations.

According to the Department of Defense 42,593 soldiers have been wounded in action since 2001 (De-fense.gov, 2011). Of that number over 2,500 have suffered major limb amputations or severe spinal cord injuries. It is too easy for

consumers to turn a deaf ear, to something that has been exhausted by the news and media. For years headlines have flashed and news centers have announced the most current events happening with the War On Global Terrorism. In order for Homes For Our Troops to con-tinue giving assistance to these soldiers who have given so much, Homes For Our Troops needs to make a change in their marketing and advertising departments. They need to reach more consumers. They need to allow the consumers to make an emotional connection with the cause, a connection that is going to benefit not only the con-sumer, but the organization as well.

A non-profit organization not only competes with other NPOs, but also with every other event that sur-rounds the consumer’s lifestyle. Business meetings, schoolwork, get-ting the kids to soccer practice and making sure dinner is ready on time are just a few events that the con-sumer is juggling on a day to day basis. Consumers choose to donate in order to fulfill a greater need than what they accomplish each day. “People act from the

heart, not the head” (Ruby & An-dersen). When choosing to contrib-ute people base their rationale on their emotional connection to the campaign. Since donating is a highly personal act, the campaign needs to make a personal connection to consumer using either imagery or copy in order to engage them in the act of giving. The new Homes For Our Troops campaign will make the emotional connection to its con-sumers by not only showing them where their donations are going but also how it is benefiting all involved. (Ruby & Andersen) Advertisements may include imagery of soldiers and their families, with a patriotic feel and the underlying emotion of grati-tude. They will emphasize the craft and skill of building professionals and the importance of community support.

Homes For Our Troops provides consumers with the emotional fulfillment of the upper levels of Maslow’s Hierarchy of needs; be-longingness, esteem and self-actu-alization. (Felton p.23) Contributing to Homes For Our Troops will pro-vide the consumer with a sense of community involvement. It will fulfill

their need to be part of something. The consumers will gain a sense of achievement and accomplishment by becoming engaged in the Homes For Our Troops organization. By donating time, materials, or efforts consumers are left feeling satisfied with one’s self, knowing that their actions and efforts made a differ-ence in the lives of others. (Felton 23)

Through the use of engaging imag-ery and copy, the Homes For Our Troops campaign will evoke a sense of deep emotion. The imagery will include people helping one another, hands hard at work and the labor of love. It will connect with its con-sumers on a personal level in order to prove to them that their con-tributions will not only benefit the cause of the organization but also, them as the consumer.

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Company Profile

Three main components draw con-sumers to a particular brand; an emotional connection, a clear brand promise that resonates with the customer and brand differentiation (Garlick). The emotional connection was described above while examin-ing what makes people donate. The brand promise and brand differen-tiation of Homes For Our Troops are two key components that need to be conveyed to the consumer in order to effectively engage them.

Through the use of imagery and copy the Homes For Our Troops brand will emulate its brand prom-ise; America coming together to help our heroes The brand’s logo, website, and all marketing materi-als will all be designed to invoke the feeling of patriotism and gratitude. The third key tenet of Homes For Our Troops; craftsmanship, will be the cause for differentiation. Con-sumers need to know what sets Homes For Our Troops a part form other non-profit organizations. The quality of craftsmanship, hands on help, and direct customer interac-tion will also be actively evident in the Homes For Our Troops brand rejuvenation project.

The reasons behind what makes consumers donate and how the brand image effects donations are combined to determine the most effective ways to market the Homes For Our Troops brand. Direct mail, social media and print ads will be the main marketing materials of Homes For Our Troops. In 2010 Edge Research conducted a study on 1,500 people who contributed to a non-profit organization. The study found that donations that were made by result of direct mail advertisements were highest among people ages 66 and older. Dona-tions made from consumers’ ages 20-46 came from direct mail and web advertising. Surprisingly 52% of all consumers polled contributed to a charity while engaging in every-day activities such as the grocery store or retail locations (Preston).

Since the target age bracket of Homes For Our Troops runs the gamut from high school students to the community seniors, the cam-paign will focus its marketing media on direct mailings geared towards the 66 and older group along with social media geared towards 65 and younger. The ads will need to be

different in both their imagery and copy in order to attract each mar-ket specifically. Advertisements geared towards the military com-munity may include more patriotic images and color selections with a bold and strong typeface. When considering marketing material for the design/build community imag-ery and typeface may be slightly more whimsical and have a lighter feel. Tools and other trade related imagery will be incorporated and the typeface should be a bit looser in feel. Advertisements directed to-wards the general population look-ing to fill an emotional need that they have currently not met, might include a more somber feeling.

Homes For Our Troops will also actively engage public displays to market their products. Putting the cause in front of the consumers face, on a day-to-day basis, will al-low them to become more familiar and interested in the opportunities that Homes For Our Troops provide.

References American Institute of Philanthropy - Charity Watchdog Helping Donors Make Informed Giving Decisions. (n.d.). American Institute of Philan-thropy - Charity Watchdog Helping Donors Make Informed Giving Decisions. Retrieved March 12, 2011, from http://charitywatch.org

Charity Navigator - America’s Largest Charity Eval-uator | Home. (n.d.). Charity Navigator - Ameri-ca’s Largest Charity Evaluator | Home. Retrieved March 12, 2011, from http://charitynavigator.orgCorporate-Nonprofit Partnerships - Nonprofit Hub.com. (n.d.). Nonprofit Hub - Your Online Source for Nonprofit Information and Resources. Retrieved March 19, 2011, from http://www.nonprofithub.com/articles/partnerships-overview.htm

Felton, G. (2006). Advertising: concept and copy (2nd ed.). New York: W.W. Norton.

Garlick, R. (2004, April 19). Stand by your brand: promoting strong image attracts and retains em-ployees and customers | Nation’s Restaurant News | Find Articles at BNET.

Homes For Our Troops: Building Specially Adapted Homes for Severely Injured Veterans. (n.d.). Homes For Our Troops: Building Specially Adapted Homes for Severely Injured Veterans. Retrieved March 5, 2011, from http://www.homesforourtroops.org

Preston, C. (2010, March 14). Charities Must Find Multiple Ways to Persuade People of Different Generations to Give, Study Finds - News people-give-15-reasons-why-peoThe Official Home of the Department of Defense . (n.d.). The Official Home of the Department of Defense . Retrieved March 12, 2011, from http://defense.gov

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Creative Brief

Client: Homes For Our Troops is a non-profit organziation dedicated to helping severly injured soliders of Operation Iraqi and Enduring Freedom but building them a fully handicap accessible homes at no cost to the sol-ider. Homes For Our Troops relies on its volunteers, donations and prod-uct sales to fund and execute the building of the homes.

Campaign Objective: To rebrand Homes For Our Troops plac-ing emphasis on the companies core values: Patriotism, Gratitude and Craftsmanship. In doing so, HFOT will stand apart from its com-petitors with a fresh and energetic brand in order to create more rev-enue and gain volunteers.

Campaign Scope: A new brand itendity will be designed with aneye catching and memorable feel which will then be applied to all aspects of the brand, company documents, marketing material, and products.

Deliverables: Complete brand identity package, print advertis-ments, re-designed website, motion graphic adcirtistment, new products for sale.

Target Audience: 16+, men & women, active or retired military members and families, high school, college or trade school student, trade prodessionals

patriotismgratitude

craf tsmanship

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Demographics

The Homes For Our Troops demographics include a wide variety of induviduals from all walks of life. Any American looking to give back to those who have risked so much for the saftey of our country is a potential Homes For Our Troops volunteer/consumer.

The Homes For Our Troops target audience includes men or wom-en 16 and older, acitive or retired military members and their fami-lies, members of the community, and local tradesmen or women.

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Mission Statement DeliverablesThe Homes For Our Troops campaign has been designed to create a new look for the brand that entices its audience to partipicate, do-natate, and get involved in the organization.

In re-designing the brand Homes For Our Troops will be able to continue their success of build-ing fully handicap accessible homes for severly disabled soldiers who have returned home from Operation Iraqi and Operation Enduring Freedom, at no cost to the solider or their family.

Complete brand identity pack-age

Print Advertisments

Marketing Materials

Business Documents/Letter-head

Newly designed website

Motion Graphic Public Service Announcement

New products and gear avail-able for sale and promotional use.

2.0 Development 1413 From America’s Hand, To A Hero’s Home

design development

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HFOT has a strong

foundation which has al-

ready been laid. The challenge lies

in taking the organization the next level. The Brand needs to become stronger, more powerful, a more representational of the HFOT values. With a new

brand, comes new marketing opportunities, networking capabilities and increased

products & finances. With in-crease awareness of the HFOT brand, it becomes a greater

value to possible partner compa-nies, making the Homes For Our Troops organization not only a

success, but an asset as well.

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Competitor Analysis

One of the first steps in the campaign to rebrand Homes For Our Troops was to seek out and anaylize its top competitors. By reviewing what oth-ers are and are not doing, what works or perhaps what does not work, gave us a starting point for the Homes for our Troops campaign. The followig is a collection of what we believe to be the top competitors of Homes For Our Troops.

Semper Fi Fund

USO

Fisher House

Wounded Warrior Project

Operation Homefront

Competitor Results

Each organization is dedicated to helping US soliders however Homes For Our Troops is the only organi-zation that helps the solider in one specific way. All other organzia-tions seem to cover s broad range of ways to help. This gives HFOT a stronger brand position over the competition.

SWOT Analysis

Strenghths-High Success Rate

-Community/Celebrity Support-Quality Product-Worthy Cause

Weakness-Lack of Publicity/Advertising

-No Slogan/Catch Phrase-Weak Website

-Low Sales of Secondary Products

Opportunities-Reach a Wider Audience

-Increase Community Involvement-Increased Secondary Products

-Obtain Partnerships

Threats-Competing NPO’s

-Economy -Negative War Publicity

-Lack of Funds/Resources

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Moodboards

The Homes For Our Troops moodboard contains of mixure of classic Americana themed images and colors paired with building materials and componants to create a fresh new palette for the brand.

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Logo

omesTroopsFOR OUR

From America’s Hand - To A Hero’s Home

The hammer symbolizes the crafts-manship of the trades involoved, the text conveys a sense of com-munity and humanity, while the color pallete is a fresh take on the classic Americana red white and blue. The final Homes For Our Troops logo came from many it-terations of preivious sketches, doodles, and brain blubs. The logo needed to communicate a sense a patriotism and crafstmanshiip whicle still looking fresh and current. The main elements of the logo are the graphic, the type and the color.

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Print Advertistment

captureengagereact

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3.0 Standards 2423 From America’s Hand, To A Hero’s Home

Media

While developing ideas for the Homes For Our Troops print advertisments three words were repeated throughout the pro-cess, capture, engage, and react.The ads needed to capture our audience quickly, engage them in what they are viewing, and encorage them to react to what they were seeing and reading by contacting Homes For Our Troops.

While developing ideas for the Homes For Our Troops print advertisments three words were repeated throughout the pro-cess, capture, engage, and react.The ads needed to capture our audience quickly, engage them in what they are viewing, and encorage them to react to what they were seeing and reading by contacting Homes For Our Troops.

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Motion

The motion graphcs component for the Homes For Our Troops campaign includes a 30 second public service announcement to be aired on local televions networks, HGTV, TLC, or similar stations. While brain-storming ideas for the PSA inspiration was drawn from other public service announce-ment as well as from my research compo-nent of the campaign. The goal of the PSA is to deliver a heartfilled message to its viewers in order to gain there involvment in Homes For Our Troops.


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Logo - colors

acceptable treatments

background treatments

Do’s & Dont’s

C:15 M:100 Y:90 K:10 C:100 M:33 Y:16 K:0 C:0 M:0 Y:0 K:73

Tagline in Red Tagline in Blue

Greyscale

Textures to be: low contrast, single or two toned. They should be small enough in size as to not disctract from the logo. Textures should relate to the construction industry

Do

- Use the HFOT artwork as one whole graphic

- Maintain the required clear space around the artwork

- Maintain the required alignments of the artwork

- Use only the approved color variations

-Use only the approved texture techniques

Don’t

- Seperate any of the artwork’s components

- Re-design any of the artwork’s components

- Unporportionatly scale the logo

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Logo - primary use clear space

components component dimensions

HomesTroopsFor Our


HomesTroopsFor Our


The Homes For Our Troops Logo is intented to be used as one complete element. The Logo & Tagline are not be be seperate, nor are the components to be re-arranged. Specific usage instruction for the logo and acceptable alterations are listed in the pages to follow.

Symbol

Tagline

Copy

Tagline

The tagline is positioned under the symbol & copy and runs the lenghth from the hammer’s edge to the “s” in troops. It is writ-ten using the Architects Daughter font. The words “America’s” & “Hero” are in red to make them make them stand out.

Symbol

The hammer has been constructed using the outline of a basic construcion hammer. The handle has been filled with white & red stripes, and the hammer head has been filled with the blue background and white stars, symbolic of the American Flag.

Copy

The words “Homes” and “Troop” are written us-ing the clean lines of the Thornburi font. “For Our” has been postioned in be-tween the words using the Architects Daughter font in order to give the copy a more handcrafted feel.

A minimum clear space around all four sides of the logo should at equal to at least the height of one capital “F” in the “For Our Troops” This will ensure that no matter what size the logo becomes the clear space poportion remains the same.

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Fonts - general guidelines for print general guidelines for web homepage

general guidelines for web sub-pages

Main Headline: American Typewritter Regulara 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 Z0 1 2 3 4 5 6 7 8 9

Logo & Footer Thornburi Regulara 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 Z0 1 2 3 4 5 6 7 8 9

Sub Headlines: Print Bold Regulara 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 Z0 1 2 3 4 5 6 7 8 9

Tagline,Navagation Menus, & Section Headers:Architects Daughter Regulara 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

Logo, Body Copy & Footers: Thornburi Regulara 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 Z0 1 2 3 4 5 6 7 8 9

Body Copy: Thornburi Regulara 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 Z0 1 2 3 4 5 6 7 8 9

Tagline: Architects Daughter Regulara 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 Z

*Ad fonts to follow print ad standards

general guidelines for interactive media *Above stays the same with the exception of:

Call To Action: Thornburi Regulara 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 Z

Logo & Footer Thornburi Regulara 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 Z0 1 2 3 4 5 6 7 8 9

Tagline & Navigation Menu: Architects Daughter Regulara 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 Z

Sub Navigation Menu & Page Section Headers: Thornburi Regulara 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 Z0 1 2 3 4 5 6 7 8 9

Body Copy: Arial Regulara 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 Z0 1 2 3 4 5 6 7 8 9

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Print - official documents - A4 8.5” x 11” letter

Body Copy

Justification: Left

Typhography: Thornburi 12pt with a 14.4pt leading

Logo

Location: 2p down from page top, centered right & left.

Size: 17p X 11p

Notes: Tagline to have multicolored text per logo standards

Margins

Left: 7p5

Right: 7p5

Footer

Location: 3p up from page bottom

Typography: Thornburi 10pt with a 12pt leading

Logo

Location: 1p down from page top, 1p in from page left

Size: 10p X 7p5p

Notes: Company address to be directly under logo in Thornburi 6pt font

Print - official documents - A5 envelope

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Print - business cards - 3”x2.5” format

Text (Back)

Location: Centered verti-cally & horizontally within boarder.

Typography: Name to be Architects Daught 12pt. Title to be Thornburi 10pt. Company information to be Thornburi 8 pt.

Logo (Front)


Size: 16p X 10p


Boarder (Back)


Size: 1p wide

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Print - print ad specifications - option 1

Page Setup

Page Size: 48p0 x 60p0

Resolution:

Bleed:

Notes:

Call To Action

Location: 30p25 down from page top

Size: 30p5 x 3p5

Typography: Print Bold, regular font, 18 pt with a 21.5 pt leading and a 100pt tracking

Notes: website on first line, call to action to be on second line

Headline


Size: 36p0 x 6p75

Typography: American Typewritter, reguar font, 32 pt with a 38.4 leading and a 25pt tracking.

Notes: Headline to be two

Logo & Tagline

Location: 39p75 down from page top and 1p5 in from page left

Size: 25p5 x 15p5

Notes: Tagline typography to be in all red per logo standards

Body Copy


Size: 30p5 x 2p5

Typography: Print Bold, regular font, 30 pt with a 36 pt leading and a 40pt tracking

Notes: copy to be one line only

Image

Location: full page

Size: full page

Notes:

Writing Style

Brand Voice to be serious yet quiet. It should be informative yet sincere and convey the struggle that the organization seeks to help.

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Media - interactive web - website homepage

Page Layout

Page Size: 720px X 576px

Left & Right Margins: 12px

Header: 122px

Footer: 62px

Seperation Space:12 px

Navigation Bar

Location: 136px down from page top, 12px in from page left

Size: 696px X 34px

Typography: Architects Daughter 11.6 pts.

Logo


Size: 186px X 118px

Notes: Tagline in logo should be multicolored per logo standards. Logo to be a linked item

Image

Location: 182px down from page top, 12 px in from page left

Size: 458px X 190px

Resolution:

Notes

Search Box

Location: Stars to sit 122 px down from page top and 12px in from page right

Size: 230px X 106px

Typography:”Contact & Search” to be Thornburi 9.2 pts. Text within stars to be Thornburi 6.44 pts.

Notes: contact, go, and stars to all be linked items

Content Box 1


Size: 226px X 190px


Content Boxes 2, 3 & 4

Location: 384px down from page top, 12px in from page left. Leave 12 px between each box

Size: 222px X 116px

Typography: Headlines in Architects Daughter 9.52 pts. Copy in Print Bold 11.11 pts.

Footer Content


Size: 696px X 62px

Typography: Thornburi 8.03 pts.

Notes:

Writing Style

Brand Voice to be handcrafted and heartfilled. Brand should convey a sense of community, patriotism and strong desire to help others.

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Media - interactive web - secondary page

Page Layout


Left & Right Margins: 12px

Header: 122px*added color block, 34px down from page top

*Footer: 56px

Seperation Space:12 px*Unless otherwise noted - please see visual

Navigation Bar

Location: 136px down from page top, 12px in from page left & right

Size: 696px X 34px


Notes: Text to be linked items

Logo


*Size: 180px X 114px

Notes: Tagline in logo should be multicolored per logo standards. Logo to be a linked item

Notes: Linked Items

Star Links

Location: Stars to sit 122 px down from page top and 12px in from page right

*Size: 222px X 68px


Notes: linked items

Navigation Tabs

*Location: Top of box 200px down from page top and 12px in from page left


*Typography: Thornburi 9pts.

Notes: Text to be linked items

Footer Content

*Location: 520px down from page top, 12px in from page left & right

*Size: 56 px


Search Box

*Location: 34px down from page top, 12px in from page right

*Size: 176px X 22px

*Typography: Thornburi 10.18 pts

Notes: linked items

Writing Style

Brand Voice to be handcrafted and heartfilled. Brand should convey a sense of community, patriotism and strong desire to help others.

Content Boxes 1 & 2

*Location: Top of box 204px down from page top. Box 1 226px in from page left. 22px of white space, follow by box 2


*Typography: Healine to be Thornburi 11.73. Copy to be Arial 6.7

Content Boxes 3 & 4

*Location: 386px down from page top. Box 3 226px in from page left. 22px of white space, follow by box 4


*Typography: Healine to be Thornburi 11.73. Copy to be Arial 6.7

Notes

* = Depicts items that have changed from the homepage.

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Motion - public service announcement - first frame

Page Layout


Notes: Background to be white

Text Box

Location: 374px down from page top

Size: 640px X 60px

Typography: Architects Daughter size 30pts, with a leading of 36pts and a tracker of 100.

Notes: Text should be two lines max

Image 1Location: 48 px down from page top, 22 px in from page right

Size: 360px X 240px

Resolution: 72ppi minumum

LogoLocation: 88px down from page top, 480 px in from page left

Size: 208px X 136px

Notes: Logo to have mul-ticolored tag line per logo standards

Brand Voice

Public serivce announcem-net should coney a sense of desire to give back. The viewer should feel the emotional struggle for the solider and want to help.

Image 2

Location: 340px down form page top

Size: 640px X 98x

Resolution: 72ppi min.

Notes: Transparency set to 30%

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Motion - public service announcement - last frame

Page Layout


Notes: Background to be white

Call To Action

Location: 36px in from page left, 246 px down from page top

Size: 240px X 114px

Typography: Architects Daughter size 14pts, with a leading of 30pts and a tracking of 5.

Boarder 1Location: in line with page top and page left

Size: 30px X 480px

Boarer 2Location: 300px in from page left, aligned with page top

Size: 30px X 480px

Image 1

Location: 230px in from page left and inline with page top

Size: 340px X 234px


Logo

Location: 36px in from page left, 48px down from page top

Size: 240px X 152px


Brand Voice

Public serivce announcem-net should coney a sense of desire to give back. The viewer should feel the emotional struggle for the solider and want to help.

Image 2

Location: 230px in from page left, 234px down from page top

Size: 340px X 236px


4.0 Submission 5049 From America’s Hand, To A Hero’s Home

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Company Documents

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Print Advertisements

HomesTroopsFor Our


Their Road To Recovery, Begins At Home

Build a home, Better a lifevis i t www.hfot .o rg

to learn how you can he lp

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Print Advertisements

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Digital MediaThe new Homes For Our Troops website was designed with the user in

mind. The site takes on the characteristics of the new brand; patrio-tism gratitude, and the craft of the hand. It is designed so that the user can easliy navigate from one section to an-other while always being able to return home, or to the other main points of interest. The site has drect access to dona-tion an volunteer forms as well as a portal to the online store where visi-tors can purchased their Homes For Our Troops gear.

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Digital Media

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Motion GraphicsThe Homes For Our Troops motion graphic was designed to be a heart-filled 30 second public service announcement to air on a local television channel within the communities, as well as on major networks such as HGTV and TLC.

Scene 1 - Opening scene fades in from white Narrative: (Spoken by RyAnne Noss) On March 21st 2006 my husband, Army Special Forces Scot Noss deployed to Afghanistan for his second tour in Operation Enduring Freedom

Scene 2 - fades in from whiteNarrative: On February 17th, 2007, the helicopter that he was riding in was shot down while under attack.

Scene 3 - cross dissolves in Narrative: The crash left Scott with severe brain & spinal cord injuries. Our home, a 3 story town-house become impossible for Scott to continue to live in.

Scene 4 - cross zooms inNarrative: Thanks to Homes For Our Troops, and volunteers like yourself, a fully handicap accessible home was built for Scott & I.

Scene 5 - page curl leftNarrative: Professionals & volunteers came to-gether, donating their time and materials to build this amazing gift for our family.

Scene 6 - page curl rightNarrative: From the framing of the house to the interior finishes, the HFOT crew took too care of every detail.

Scene 7 - page curl leftNarrative: From the framing of the house to the interior finishes, the HFOT crew took care of every detail.

Scene 8 - cross zoomNarrative: Spend your next weekend supporting a solider. Visit HFOT.org to learn more about how your involvement can better the life of a solider.

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Promotional Items

The promotional items for the Home For Our Troops campaign con-tains an array of clothing and gear to be both given as “thank you’s” to the onganizations volunteers as well as to be sold in the HFOT on-line store as another source of revenue.

Homes For Our Troops

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Promotional Items