School: Full Sail University
Client: The Samaritan Inn
Role: Research, Development, Design, Branding, Image Selection, Layout
OVERVIEW
In 2011, I had the privileged of re-branding The Samaritan Inn as my Master's project. The project included a new identity, a print and digital marketing campaign, and a new website.
Please feel free to download and view my Master's Project Book and Style Guide for The Samaritan Inn.
ABSTRACT
Travel to any major city in the United States and you will see them. Sleeping in a car, standing on a corner, begging for change, looking for a way out, or searching for hope. They will fall into stereotypes and they will break them. They will be young and old. They will be Black, White, Hispanic and Asian. They will be fathers and mothers, sons and daughters. They are the homeless. Homelessness is a serious issue, and in 1984 the Samaritan Inn set out to help the homeless people of McKinney, Texas gain dignity and independence through a comprehensive program. The Samaritan Inn does more than offer people a handout; they give them hand up. By providing the homeless with food, shelter, and training, The Samaritan Inn gives people a new lease on life. As a 501(c)3 non-profit organization, the Samaritan Inn is completely dependent upon the generosity of the public to maintain their services. As a result, The Samaritan Inn is in a constant struggle to maintain support and gain new support. Yet, before people will even consider giving to The Samaritan Inn, they must be made aware of their needs and services. A full re-brand of The Samaritan Inn and the launch of a marketing campaign will increase the organization’s visibility to consumers. This increased visibility will help educate the public about the true face of homelessness, erase negative stereotypes, and motivate people to bring about real change in the life of another human being by donating to the Samaritan Inn.
OBJECTIVE
The Samaritan Inn is a non-profit, homeless shelter in McKinney, Texas providing a holistic program that helps homeless individuals regain dignity and independence. Because the Samaritan Inn is completely dependent upon the charity of others to maintain the services to the homeless, attracting new donations is vital to the Samaritan Inn’s existence. Re-branding The Samaritan Inn will broaden the donor base and update the current image. Delivering a marketing campaign focused on educating new and current donors will not only elevate the brand but bring about real change in the homeless community of McKinney, Texas.
MOOD BOARD
LOGO DESIGN
STEP 1: SKETCHES
The logo design process begins with sketching concepts. The idea is not to develop a final logo design, but rather stimulate creative thinking. This step is extremely important because it helps determine what the logo will communicate.
STEP 2: DRAFTS
The logo design process continues by taking some of the sketches and developing them further through computer programs. It’s here that the concepts are refined and narrowed down until a single concept is chosen to fully develop.
STEP 3: FINAL DESIGN
In the last stage of the logo design process, shape, color, and typographic choices are finalized. The result is a final design that captures the essence and identity of the organization.
AD DESIGN
STEP 1: SKETCHES
The print advertisement design process begins with sketching different concepts. As with the logo development, the idea is not to develop a final design, but rather stimulate creative thinking. The goal is to use images, color, and layout styles that will support the messages of the headlines and taglines developed for the campaign.
STEP 2: DRAFTS
The design process continues by further developing some of the sketch ideas through the aid of computer programs. The use of images, color, and layout styles is further refined until a single style is chosen to fully develop.
STEP 3: FINAL DESIGN
After a final design concept is chosen, the ads are fully developed into a final product that effectively communicates the message of The Samaritan Inn. Each advertisement is unique, but remains consistent in theme, tone, and layout style.
WEBSITE DESIGN
STEP 1: SITE MAP
The website design process begins with a site map. The site map helps determine the flow of the site.
STEP 2: SKETCHES
Like all the other creative features of the campaign,the website design process continues with
sketches. These sketches are used to map out layout and design ideas for the website. As with the other
design processes, the goal is not to develop a finished product, but to stimulate creative thinking.
sketches. These sketches are used to map out layout and design ideas for the website. As with the other
design processes, the goal is not to develop a finished product, but to stimulate creative thinking.
STEP 3: WIRE FRAMES
The design process continues with the development of wire frames. Wire frames help determine the layout and test the usability of the site. After the wire frames for each page are fully developed, the final design process can begin.
STEP 4: FINAL DESIGN
In the final stage of the website design process, a finished website is developed. Content is paired with design elements to create a functional and user-friendly site that invites people to get involved in making a difference with The Samaritan Inn.
MOTION GRAPHIC
PRINT COLLATERAL
