CANADIAN ASSOCIATION OF FINE ARTS DEANS

Transcription

1 VINCE LO CANADIAN ASSOCIATION OF FINE ARTS DEANS DESIGN CORE SPRING RD YR BRANDING PROJECT 01 KEY FINDINGS BRAND POSITIONING KEY MESSAGING FINAL DELIVERABLES

2 RESEARCH PROJECT DESCRIPTION This project gave opportunities for the rediscovery, and repositioning of the Canadian Association of Fine Arts Deans. In using research and brand strategy, this gave possibilities for explorations of new components to be embedded in the organization. INTRODUCTION The Canadian Association of Fine Arts Deans is a countrywide organization whose members consist of forty-six post-secondary Fine Arts faculties, institutions and other academic units. CAFAD promotes communication amongst members mainly through newsletters, which are sent quarterly and through an annual general meeting in the fall, where its members engage in debates surrounding Arts education are conducted.

3 KEY FINDINGS PROBLEMS Aside from the general annual meeting and the newsletters, there isn t any opportunity for members to communicate, exchange ideas and support each other. Online navigation is confusing and the website doesn t present a lot of useful information Lack of clarity regarding CAFAD s history, values, past achievements and current actions Newsletters feel visually dated, unorganized and does not engage/excite readers Lack of consistency between communication materials (website and newsletters) Current identity does not aesthetically reflect the Fine Arts nor the Canadian culture Lack of communication with the outside world: unapproachable to students and members of the Arts community OPPORTUNITIES Increase the communication both internally (between CAFAD s members) and externally (with sister organizations and the arts community) Connecting the identity of CAFAD to the cultural identity of Canada, which would strengthen the organization internationally, as well as help increase the recognition of Canadian Arts by other countries Creating a network of support and knowledge on issues regarding the Fine Arts and Fine Arts Education Take advantage of CAFADs experience and of the fact its members have influential roles in the Arts education to make the organization seem more prominent and creditable to possible funders and to the community in general

4 GOALS / BRAND STRATEGY GOALS Using website as a space where members can engage in discussions and get peer support. That would be achieved through the creation of online forums and a membership contact list. Create a consistent visual identity, which reflects both the values of CAFAD, the Canadian Fine Arts and works across different medium Reveal CAFAD s experience and important role by making its history, past achievements and current actions explicit to both members and non-members, specially possible funders Expand CAFADs target audience to include artists and students. Getting students involved in the discussions of CAFAD is important, because ultimately, its them that the actions of Fine Arts Deans are intended to help KEY MESSAGING Approachable: welcomes participation and support Visionary: envisions the path for the future of art in Canada Relevant: a friend to the arts and the arts community Resourceful: A network for the exchange of knowledge

5 GOALS / BRAND STRATEGY POSITIONING STATEMENT The Canadian Association of Fine Arts Deans is the leading advocate for the present and future of fine arts education in Canada. We Connect Art deans, faculty and institutions across the Nation, providing them with a vehicle for the exchange of ideas and peer support. We thrive with a passion for the Arts and believe that with the help of students and the community, we can advance the role of Arts in Canada.

6 RATIONALE TARGET AUDIENCE Based on the research done at the beginning stages of this project, I believe the main target audience to consist of Art Deans, Art student, and the Art Communities across Canada, as they are most affected by the existence of CAFAD. WEBSITE While my main focus is on member Deans, the proposed website consists of features that serve both public and members. An online forum is incorporated to provide the space for dialogue and discussion amongst students/public but also allowing this venue to be accessible by Deans who may want to contribute to a hot topic. This feature is rooted from my goals of creating a stronger communication link between students and Deans. As well, the website provides space for Deans to talk execlusively, review Meeting minutes, and plan dates on the members calendar. Apart from these functions, the website also provides the latest news of Awards or special events around the Arts in Canada. LOGO / WORD MARK The new logo for uses the V-fomation of flying geese, connecting many aspects of this phenomenon to the attributes of the relationship between Deans and the Arts community. This logo displays a narrative with Deans being represented by the front goose in the formation, leading a community in a forward direction, reaching goals, and destinations. This logo represents a journey, with the Deans as leading visionaries. A V-formation also requires all the geese to work cohesively in order to use the draft. This aspect reflects how students and the Arts community can work with Deans to advance forward.

7 RATIONALE REPOSITIONING Much of the difficulties that the previous CAFAD identity faced was a lack of relevancy, consistency, and functionality in the site. In my repositioning of CAFAD, my intent is to present CAFAD as an organization that is relevant, resourceful, approachable, and seen as visionaries for the Arts. In terms of using type to bring about these changes, I ve chosen to use Museo, a contemporary new typeface that has significant unique attributes. Museo brings about a look that appears like a fusion of serif and sans serif. Its form is also quiet elegant and curved, reflecting aspects of the geese in the logo. As for some of the type uses on the web component, I ve chosen to use verdana as it is beneficial for legibility and possesses some of the similar curves that are found in Museo Sans. Using a grid structure for the website, I brought about a simplified, but sophisticated and contemporary appearance that also includes a clear and simple navigation. The website can easily be updated by using php components that allow staff members to update information without distorting layout or imagery. As a conscious effort, I ve brought the geese throughout all of the deliverables to reflect the idea of traveling, and emphasize their accessibility. This plays on the idea that the geese or the Deans are always present.

8 FINAL DELIVERABLES LOGO LETTERHEAD BUSINESS CARD NO.10 ENVELOPE WEBSITE

9 LOGO TOP: BLACK & WHITE BOTTOM: WORD MARK

10 LOGO Leadership of Deans as Visionaries. Taking a community/ generation to reach a destination.

11 TYPEFACE Museo 0123AaBb abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ (*&% ;) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ (*&% ;) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ (*&% ;) Museo / 18 pt Museo / 18 pt Museo / 18 pt Museo Sans 0123AaBb abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ (*&% ;) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ (*&% ;) Museo Sans / 18 pt Museo Sans 500 Italic 14 / 18 pt

12 COLOUR CHOICE GREEN C=20 M=0 Y=100 K=0 DARK GREY C=0 M=0 Y=0 K=80

13 LETTERHEAD FRONT SIDE BACK SIDE

14 STATIONERY BUSINESS CARD TOP: FRONT BOTTOM: BACK NO. 10 ENVELOPE

15 WEBSITE INFORMATION ARCHITECTURE

16 WEBSITE HOME PAGE DISPLAYS THE LATEST NEWS

17 WEBSITE NEWS INDIVIDUAL NEWS SECTION

18 WEBSITE COMMUNITY SPACE FOR DEAN INTERACTION Drop Down Menu Reviewing Meeting Minutes Dean s Forum Allows user to check on the latest replies

19 WEBSITE DISCUSSION ONLINE FORUM SPACE FOR PUBLIC

20 THANK YOU.