During the spring semester of 2014, students in Design Methodologies worked with St. Francis House, St. Augustine’s only emergency shelter serving the homeless and less fortunate, to create a new identity for the organization. Each student created a logo and stationery package. The logo designed by Kara Walter was chosen to form the basis of the branding campaign.
New logo by Kara Walter
Handout by Miranda Lee
The entire class continued the service-learning project by each creating part of a suite of marketing pieces, including an informational handout, a promotional media folder, posters, a banner, t-shirts, social media profiles and much more.
“The students learned a great deal from the experience, and I did too,” said Stephenson. “Since we visited the shelter and saw first-hand the facilities, the people and the administrative offices, this became so much more than just another class project. It was real and very meaningful for us.”
“We were so excited about the opportunity to work with these talented students,” said Judy Dembowski, Executive Director of St. Francis House. “We are deeply grateful for the amazing work the students have done. The results exceeded our wildest dreams. Every student put their heart into this project. The results meet or exceed what we could have gotten, but could never have afforded, at an established agency. Every student in this class has a promising career ahead of them.”
Their work will help the organization launch a new identity as St. Francis House celebrates 30 years serving those in need.
This past semester, Flagler College students in ART 228: Design Methodologies partnered with the Greek Festival in St. Augustine to design a range of material, including an event logo and promotional poster. This service-learning project began with students attending the festival in October, to experience the event first-hand. After this, students met with our ‘client’ to learn about the history of the festival, their current situation and their plans for the future. Students then wrote a project proposal, developed logo concepts and brainstormed ideas for a promotional campaign.
The local Greek Festival, presented by the Holy Trinity Greek Orthodox Church, has been an annual event in St. Augustine for the past 17 years. It celebrates Greek culture, including traditional food, music and dancing. The festival has grown considerably since its inception and is now one of the largest local events held at Francis Field.
Cassie Deogracia presenting her designs
Last year, the festival received a grant from the Tourist Development Council (TDC) to extend the reach of their marketing efforts in order to attract people from across the state of Florida. With this in mind, the co-chairs thought the festival could benefit from having more consistent branding. They wanted a distinctive logo that visually communicated two things—Greek culture and the St. Augustine location.
Each student designed and presented a logo option. Cassie Deogracia came up with a design that fit the bill, but several other students made it hard for the committee to pick just one, including Rachel Thomas, who came in a close second. Other finalists include Maddie Zatkulak, Zoe Thomas and Rebekah Richardson.
In addition to designing a logo, each student created a poster and proposed other ideas that the committee could consider adopting. For example, Michael Swiger conceptualized a ‘Gyro Hero’ eating contest, and Anabel Anderson designed ‘Speak Greek’ cards. Nicholas Droleski branded the carnival rides as ‘Evzone’s Kid Zone,’ and Tori Ray created a hand fan that also functions as a site map. Other students pitched t-shirt designs, event signage, menus, branded cups, buttons, and more.
Students in ART 228: Design Methodologies
Mikae Gaetanos, this year’s co-chair stated that, “It was wonderful working with the Flagler College students. They were so energetic and creative. It opened our eyes to many new ideas, and for me personally, it was very fun and enjoyable.” Gary Peterson, President of the Parish Council for Holy Trinity Greek Orthodox Church, which hosts the annual event added, “We found the enthusiasm and professionalism exhibited by the students inspiring and motivating. It allowed us to see our own festival through the students’ eyes, which added a bold new perspective to our own vision of the event.”
The chosen logo by Cassie Deogracia
Cassie Deogracia, whose logo was chosen, said her favorite part of the project was being able to give the festival an identity that captured everything they were trying to convey. Deogracia said, “I really wanted to display the important aspects of the festival: that it’s Greek, that it takes place in the beautiful city of St. Augustine, and one of the most exciting aspects of the festival, the food. When my design was chosen I was immediately very excited. It’s so rewarding to know that as a designer you’ve successfully created an image that a client can be proud of.”
Students enjoying the Greek food prepared by Mrs. Faye Peterson
Ms. Deogracia thought this experience was beneficial in several ways. “I learned so much about how to take ideas and the essence of an event and transform it into design. Along with that, I was able to experience working with a client and making sure that I created something that they would be happy with.”
Since the event gives festival-goers an authentic taste of Greek culture, this project wouldn’t be complete without some of that delicious food. Gary’s wife, Faye (Fotini) Peterson graciously prepared some traditional Greek pastries, including baklava, for the class. Mikae and Gary brought in trays full of fresh-baked goods for students to enjoy after their final presentations in December. We now understand the true meaning of Opa! It’s not just a word; it’s a way of life.
The Eye Foundation, a non-profit eye health organization, had a new CEO. She came to 2nd Road (the Sydney-based design firm where I was employed) to help her team construct a strategic plan for change, including a hypothesis for achieving their vision and mission.
We then met with members of their target audience–professionals in the field of Ophthalmology–to test the hypothesis. The insight gained from research shed light on the many challenges facing the Foundation, but provided a strong direction for the communication strategy.
Strategic Plan
Since the history of Ophthalmology was an important part of their identity, the creative concept incorporated illustrations of antique medical instruments and imagery to communicate the foundation’s desire to fund research and aide projects on a local and global scale.
Logo Design
Annual Report Cover
Business Card
Bequest Brochure Spread
The new identity was launched at an annual congress, where they received rave reviews. Since then, they have formed several strategic alliances and funded a number of projects throughout Australasia.
I conducted research interviews, led a workshop to debrief the research with the client, presented synthesized findings and collaborated with the designer, providing her with on-going creative direction–from logo development to content development for brochures.
As a family owned and operated business since 1955, Springdale Nursery & Landscaping had developed an excellent reputation in Camden, S.C. The company operated a nursery and landscaping service, but decided to sell the nursery and start focusing on high-end residential and commercial clients.
Talk, Inc. was hired to help reposition the company in the marketplace through branding and communications strategies. In addition to establishing a visual identity for Springdale Outdoor, the owner was looking to engage his employees in the company’s strategic planning process. Talk planned and moderated an employee retreat to help Springdale Outdoor define their mission, vision and core values.
The first step in the development of a new brand for Springdale Outdoor was discovery research. In-depth interviews with the management team gave us a better feel for the company’s personality. A competitive analysis provided insight into how Springdale could differentiate itself in the marketplace.
We synthesized the research findings and began developing concepts for the new visual identity. Talk realized that both the logo and tagline needed to capture Springdale Outdoor’s “can do” spirit and its desire to grow into a company beyond simply landscaping.
The chosen logo symbolized growth and opportunity. The chosen tagline, “Outside Your Expectations”, communicated that this was not your typical landscaping company.
We designed corporate stationery, print advertisements, a promotional DVD and the company website.
Springdale Outdoor Logo
Springdale Outdoor Stationery Suite
Springdale Outdoor Website
Print Advertisement
Springdale Outdoor launched their new brand at the Colonial Cup in Camden, S.C. As a major sponsor, Springdale Outdoor had a beautifully landscaped tent decorated with the brand colors. Banners touted the new logo and tagline, and branded gifts, such as koozies, molded chocolates, cups, mugs and DVDs, were available for guests. The event was a great opportunity for current and prospective customers to meet the new Springdale Outdoor.
The launch of the brand was a great success. The Colonial Cup put Springdale Outdoor in front of their target audience in a social setting that invited conversation. Their professional look gave employees added confidence when interacting with guests. The promotional DVD made its debut on a wide screen tv, and consequently, Springdale Outdoor handed out 150 DVDs during the event. We also distributed a press release to local media, announcing the launch of Springdale Outdoor’s brand.
In 2007, the Springdale Outdoor stationery package was honored with a Silver ADDY award by Coastal Carolina’s chapter of the American Advertising Federation.
NATALIE W. STEPHENSON 