brand launch book original

Hazel’s Housebrand launch book

a woman’s pathtorecovery

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environment & company overview 8-9research paper 10-11references 12-13sWot analysis & action plan 14-15creative brief & key attributes 16-17target audience 18-19

cReativedesign research & mood boards 22-23competitive analysis & graphic toolbox 24-25logo development & iterations 26-27color development 28-29web development & iterations 30-31motion graphics 32-33

standaRdsbrand personality & voice & tone 36-37logo standards & logo variations 38-39logo colors & clear space 40-41logo use & logo misuse 42-43color palette & typography 44-45textures & imagery 46-47business stationery & specifications 48-49ad specifications & ad samples 50-51web specifications & sample pages 52-53

solutionsprint collateral 56-57web solutions & web graphics 58-59sample pages 60-61broadcast 62-63promotional 64-65additional swag 66-67image credits 68-69

a Woman’s patH to

RecoveRy campaign

the ramifications of the disease of addiction in women has become increasingly devastating, effecting the lives of women and their families the world over. in the spring of 2012 Hazel’s House Women’s extended Recovery care Facility will open on a beautiful 120-acre landscape just outside greensboro, nc. the goal of the Woman’s Path to Recovery Campaign is to provide a promo-tional marketing campaign for the launch of this ground-breaking facil-ity and provide a community aware-ness initiative for the overwhelming health issue of women in addiction and the need for treatment options for these women worldwide.

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hazel’s house project book fording 2012

enviRonment

addiction in women

the rate of women with substance abuse issues is ever-increasing. Women present with a unique set of risk factors and needs, which may include specific needs in their roles as mothers. in the past three decades, there has been increased recognition of the role of gender in influencing the course of substance abuse treatment.

during a study conducted in 1996, it was determined that women make up about one-third of the popula-tion with alcohol problems and half of those who have problems with other drugs. Research studies have shown that once it has taken hold, the disease progresses more rapidly and aggressively than in men.

alcohol and substance abuse in women leads to earlier, more severe liver disease, cardiomyopathy, brain atrophy and increases risk of do-mestic violence, depression, preg-nancy complications and disrupted parenting. to compound the issue, substance-dependent women face tremendous barriers such as lack of childcare, fear of stigma, lack of fam-ily or financial support that impede them from entering into treatment programs.

once having entered a treatment program, significant evidence ex-ists that the outcomes for women are far greater than for men. stud-ies show that in the presence of the milieu treatment model and the 12-step recovery process, the type of treatment offered by Fellowship Hall treatment center, women have overwhelming success in living pro-ductive, successful and abstinent lives in recovery.

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hazel’s house

Fellowship Hall treatment center is a mission-driven and value-oriented organization that is known by pro-fessionals in the field of addiction as “the grandfather of treatment” in the southeast. the award-winning facility has been recognized many times for excellence in treatment and has earned the reputation of being a center of teaching excel-lence providing alcohol and drug addiction training to duke univer-sity Health system’s psychiatric Resi-dency program and the university of north carolina at chapel Hill.

currently, Fellowship Hall has treat-ed over 21,000 guests in its resi-dential 28-day treatment program and in the Fall of 2010 construction began for the opening of Hazel’s House women’s extended-care fa-cility just a short walk from the main center and within the original mag-nificent 120-acre rolling hills land-

scape. With the opening of this facil-ity in January 2012, Fellowship Hall and consequently, Hazel’s House, will become the premier treatment center for women in the southeast.

Residential 28-day programs have traditionally been considered the foundation of the early recovery pe-riod. these programs are based on the disease model of alcoholism and addiction and on the “12-step” or alcoholics anonymous philosophy. 12-step treatment assumes that, as a result of a biological and psycho-logical vulnerability, patients have lost control over use of the abused substance. treatment attempts to bring about the patient’s accep-tance of the disease of addiction, of an alcoholic or addict identity, and of abstinence as a treatment goal, as well as involvement in 12-step ac-tivities such as attending meetings, getting a sponsor and working the steps.

company oveRvieW

hazel’s house project book fording 2012hazel’s house project book fording 2012

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abstract

the Fellowship Hall treatment cen-ter is a leader in providing substance and alcohol abuse counseling and treatment located on a 120-acre lush environmental landscape in greens-boro, nc. the center is one of the premier facilities for 12-step treat-ment not only in the southeastern united states but nationally as well and will soon be expanding its treat-ment options to include an extend-ed-care facility for women known as Hazel’s House.

Research has shown that women are more likely than men to encounter disapproval from friends and family regarding their participation in sub-stance abuse treatment. Further-more, after living with a substance

abuse disorder, many of these women cannot afford to bear the burden of paying for treatment. due to these factors it has been found that women are less likely than men to seek or initiate treatment. the Woman’s path to Recovery cam-paign will address those needs and target audience in order to create a female focused campaign that will provide a promotional marketing campaign for the opening of the Hazel’s House women’s extended-care facility.

currently the Fellowship Hall brand is dated, cold and uninspiring in its overall look and feel. additionally, the facility is devoid of any promo-tional marketing campaign for Ha-zel’s House itself. the Woman’s path to Recovery campaign will address these branding issues with a mar-keting campaign for the purposes of advertising and promoting the new women’s extended-care facility

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targeting the female demographic of women in active addiction and mother’s of those in active addic-tion. the campaign will stress the key attributes of the center’s envi-ronmental location, holistic treat-ment and cost-effectiveness and will include a new brand identity for all features such as logo, website, col-ors, fonts, collateral and marketing materials such as ads, posters and other promotional items.

conclusion

the Women’s path to Recovery marketing campaign is intended to bring the key brand attributes of Hazel’s House extended-care treatment center to the forefront of the brand identity and will serve to launch this new women’s facility. additionally this campaign will offer a community awareness initiative of the, many times, “taboo” subject of the disease of addiction and its ef-fects not only on the lives of the ad-

dicts themselves but on the lives of the families, employers and friends who surround them.

the effects of the disease of addic-tion are devastating and many times fatal and can have lasting conse-quences in the addict’s workplace, family life and health. the stigma of such addictions and of seeking treat-ment for them can be catastrophic due to lack of community awareness of this problem as an actual medical and psychological disease. it is es-sential to the success and growth of this industry and the patients who’s lives depend upon it for there to be expanded compassion, understand-ing and acceptance of the nature of this disease. through the empa-thetic and humanitarian approach that the Women’s path to Recovery campaign will take, a promotional marketing campaign and ultimately a community awareness initiative will take place.

Women make up about one-third of the population with alcohol

problems and half of those who have problems with drugs. ”“


alcoholics anonymous, (1976). alco-

holics anonymous: the story of how

many thousands of men and women

have recovered from alcoholism, 3rd

edition, new york; alcoholics anon-

ymous World services, inc.

american psychiatric association.

diagnostic and statistical manual

of mental disorders, Fourth edi-

tion. Washington, dc: the associa-

tion, 1994.

brady, t.m., and ashley, o.s., eds,

(2005). Women in substance abuse

treatment: Results from the alcohol

and drug services study (adss)..

(2009). alcoholism & drug abuse

Weekly, 21(5), 5-6. Retrieved from

ebscohost.

ReFeRencescolor lovers (2011). Retrieved au-

gust 9, 2011, from http://www.color-

lovers.com/.

color matters (2011). Retrieved au-

gust 9, 2011, from http://www.color-

matters.com/.

dawson, d.a., grant, b.F., stinson,

F.s. (2005). Recovery from dsm-iv

alcohol dependence: united states,

2001-2002. addiction 100:281-292.

pmid: 15733237.

Felton, g. (2006). advertising con-

cept and copy. new york, ny. W. W.

norton & company, inc.

Finney, J. W., noyes, c. a., coutts,

a. i., & moos, R. H. (1998). evaluat-

ing substance abuse treatment

process modelsl, 59(4), 371+. Re-

trieved august 9, 2011, from Questia

database: http://www.questia.com/

pm.qst?a=o&d=5001350361.

Flickr (2011). Retrieved august 11,

2011, from http://www.flickr.com/

Fellowship Hall, (2011).

Fellowship Hall. Retrieved June

12, 2011 from: http://www.fellow-

shiphall.com.

gateway, the, (July 2011). Fellow-

ship Hall. Retrieved august 8, 2011,

from http://www.fellowshiphall.com.

green, c. a. (2006). gender and

use of substance abuse treat-

ment services. alcohol Research

and Health, 29(1), 55+. Retrieved

august 9, 2011, from Questia da-

tabase: http://www.questia.com/

pm.qst?a=o&d=5037696056.

greenfield, s.F., Weiss, R.d., muez,

l.R. (1998). the effect of depres-

sion on return to drinking. archives

of general psychiatry 55:259-265.

pmid: 9510220.

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Hazelden treatment center, (2011).

Hazelden organization and naples,

Florida treatment center. Retrieved

July 4, 2011, from: http://www.ha-

zelden.org.

marsh, J.c., cao, d., and d’aunno,

t. (2004). gender differences in sub-

stance abuse treatment. Journal of

substance abuse treatment 27:289-

300. pmid: 15610830.

mccaul, m. e., & Furst, J. (1994).

alcoholism treatment in the unit-

ed states. alcohol Health and Re-

search World, 18(4), 253+. Retrieved

august 9, 2011, from Questia da-

tabase: http://www.questia.com/

pm.qst?a=o&d=5037715899.

mcHugh, R., & greenfield, s. F.

(2010). psychiatric symptom im-

provement in Women Following

substance abuse treatment 24(1),

26-36. Retrieved from ebscohost.

milligan, K., niccols, a., sword, W., thabane, l., Henderson, J., smith, a., & liu, J. (2010). maternal sub-stance use and treatment programs for women with substance abuse is-sues and their children. substance abuse treatment, prevention & policy, 521-34. doi:10.1186/1747-597X-5-21.

pavillion, (2011). pavillion treatment center. Retrieved July 4, 2011, from: http://www.pavillon.org/.

talbott Recovery, (2011). talbott Recovery and treatment center. Retrieved July 4, 2011, from: http://www.talbottcampus.com/.

taylor, o. d. (2010). barriers to treat-ment for Women With substance use disorders. Journal of Human behavior ronment, 20(3), 393-409. doi:10.1080/109113510036733.


one of the key attributes that will be the center of the brand development for this organization is the magnificent, 120-acre environmental location on which Hazel’s House is situated. additionally, a key tenet of the Hazel’s House brand is their com-passionate approach to treatment where not only is the disease of addiction treated, but guests are guided in methods of learning how to take care of themselves physically and nutritionally as well as nurturing their spirit and soul.

strengths weaknesses

• magnificent 120-acre landscape

• cost-effective

• only women’s long-term treatment in southeast

• top-tier staff from nc medical/recovery world

• “grandfather of treatment” in southeast

the strength of this brand is driven by the three ten-ants of the lush, 120-acre landscape, the exclusivity of the women’s facility and the cost-effectiveness. addi-tionally, this brand has built a 40-year reputation and top-tier staff accented by its proximity to the medical mecca that is the Research triangle of north carolina.

the key weakness of this brand stems from the current identity itself in its cold, uninspired look and feel that neglects to fully take advantage of its key environmen-tal asset. additionally, the high percentage of relapse for guests not able to sustain the difficult task of their new life in recovery will be a constant in this industry.

• long-term facility only in process

• identity-lack of promotion of key strength

• cost of new facility extension

• 70% sustained recovery rate/30% guest relapse rate

• high turnover of staff due to burn out/relaps

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• implementation of a new branding initiative to launch the brand by targeting the women of addiction • improve overall brand awareness, positioning, identity to include logo, tagline, website, motion graphics, collateral • create a cohesive brand design and identity across all forms of promotional media • address positioning and target audience as that of women in active addiction and mothers of those in active addiction

opportunities threats

Key opportunities for Hazel’s House lie with the intial brand launch which would utilize this key strength and outreach needed to emphasize their key strengths and promote this new long-term facility. opportunities will always abound in this industry as addiction is an ever-growing and increasing public health risk.

the primary threat facing Hazel’s House is the per-vasive view of the disease of addiction as simply a matter of “will power” rather than the physical and mental health issue it is. competitors such as Hazelden, talbott and pavillon are also consistent threats with their sustained endowments.

• initial launch of women’s facility

• emphasize key strength of environment

• addiction ever-growing health problem

• outreach for new, ground-breaking facility

• geographical location in medical mecca

• community awareness/acceptance

• competitors with stronger endowments

• competitors with more financial support

• national/world economy affecting cost

• recovery needs of staff individuals

action plan


overview

Hazel’s House, alcohol & drug treat-ment facility for women in greens-boro, nc is located on a 120-acre lush landscape along with its par-ent facility, Fellowship Hall. both fa-cilities are renowned and accredited for their treatment of alcohol and drug addiction through the 12-step recovery programs of alcoholics anonymous and narcotics anony-mous.

culture & values

Hazel’s House and Fellowship Hall stand for integrity, honesty, depend-ability, quality, responsibility, atti-tude and service. they have built their accredited, 40-year reputation on a welcoming, holistic, non-dis-criminating treatment.

cReative bRieFunique selling prop

Hazel’s House is the only women’s extended care, addiction treatment center in the southeast that is locat-ed on 120 acres of serene landscape and that treats women who want to start a life of recovery through holistic,12-step methods.

campaign goal

brand and launch Hazel’s House as well as provide a promotional mar-keting campaign for their opening and sustainable growth.

target audience

Women age 18-50 in active addic-tion and mothers of those in ac-tive addiction, mid/upper income, some education, single and mar-ried mothers, southeastern united states residents.

key tenets

compassionate care, serene envi-ronment, cost-effectiveness.

vision

For this marketing campaign to make Hazel’s House the premier, cutting-edge facility for women’s addiction recovery throughout the united states.

tagline

a woman’s path to recovery

visual imagery

landscape, women, female, femi-nine, serenity, freedom, hope, com-passionate, alive, nature, soothing, respite

positioning

in the minds of consumers, Hazel’s House is known as serene, tran-quil and compassionate; called the “gateway to freedom”; known as cost-effective and considered the “grandfather of treatment”.

key competitors

Hazelden, pavillon, talbott

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Key attRibutesre

search

serene surroundings

health & wellbeing

compassionate care

freedom from addiction

cost-effective

service to society

key tenets

features & benefits


taRget audience

environmental physical

• neglecting responsibilities

• legal trouble

• relationship turmoil

• changes in appetite/sleep

• sudden weight loss or gain

• appearance/grooming

• tremors, slurred speech

• impaired condition

behavioral psychological

• decline in performance

• financial problems

• secretive, dishonest

• suspicious behavior

• unexplained need for money

• personality/attitude change

• mood swings, irritability, anger

• lack of motivation/lethargy

target ethnographicssigns and symptoms of substance abuse

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taRget audience

Addiction is an equal-opportunity attacker and is non-discriminating in terms of age, race, sex, economic status, class, religion, educational background or community. ”

“

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design ReseaRcHWhen beginning the design research phase, several methods were used to enrich idea development and exploration. the key deliverable during this phase was the conception of several mood boards.


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mood boaRdslandscape, holistic treatment, freedom, cost-effective,

serenity, respite, feminine, compassionate care ”“

competitive analysisin the field of recovery, like any other field, it is important to have a unique selling point that differientiates a facility from its competition. the recovery field is very competitive but in terms of top-tier facilities, under which Fellowship Hall falls, there are three main competitors. currently, Hazel’s House is the only women’s extended-care recovery center in the southeastern united states that offers its unique selling proposition.

pavillon.org

pavillon in lake lure is perhaps the strongest competitor for Hazel’s House due to its lush location and landscape. However, it is a dual diagnosis facility that does not of-fer any extended-care treatment specifically for women. like Hazel’s House it does offer a friends and family program and has a 35-year history and reputation. the main usp for Hazel’s House, however, is that pavillon is triple the cost of a stay at Hazel’s House.

hazelden.org

Hazelden is known as the founder of addiction therapy and at the fore-front of current addiction treatment. However, it is also a dual diagnosis center and only has limited options for extended-care specifically for women. Whille they have multiple locations throughout the united states, there is no location specifi-cally in the southeast. additionally while they have unlimited founda-tional funds, they are also triple the cost of a stay at Hazel’s House.

talbott.org

talbott in atlanta, ga is a new facil-ity that is located in a clinical setting but again with dual diagnosis facility features. they offer limited extend-ed-care programs specifically for women and have a friends and fam-ily service as well. While they also have a long history with their sister association they are also double the cost of a stay at Hazel’s House. the biggest drawback, however, is their hospital-type environment and clini-cal feel.


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gRapHic toolboXthe graphic toolbox was compiled of images, competitive research and logo signature and shows the final direction for the mood and tone of the brand. the information, imagery and design direction contained within this toolbox are to be used as a quick reference for both the designer and the client to reference the mood, tone and overall style of the brand.


creative

the Hazel’s House logo development went through over four rounds of sketches of over a hundred initial options and also went through mutiple iterations and explorations before developing into the final signature. below are some of the early sketches of exploration items that represent a rough idea of some of the original directions of the logo development.

logo development


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iteRationsas is evident by the vast array of options and the wide jump from sketches to iterative options, the logo development was a long process of an extremely wide option pool. the myriad of developments in the matrix below represent just a small portion of the iterations and variety of exploration that was conducted in order to eventually arrive at the final signature.


creative



coloR developmentcolor is a highly emotional element and has been known to inspire feelings, moods and tones in the viewer. therefore, the development of the Hazel’s House color palette was perhaps the key starting point for the entire brand as it was vital to project feelings of freedom, happiness and serenity. the expression of these feelings and moods is key to the brand.


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ultimately, the palette was based on a series of images primarily of north carolina landscapes, images of the Hazel’s House grounds, images containing palettes of “serenity blue” and various images of freedom, recovery and serenity.

final

freedom, happiness, serenity, recovery”“


Web developmentthe origination of the web development process started with the creation of a detailed site map that was refined as the process grew. in doing this it allows for the designer to visualize the hierarchy and organizational structure before delving into the design process itself. below is the site map for the hazelshouse.com uRl.


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iteRationsthe development process then continued on to the creation of the home page which went through several iterations before developing into the final homepage shown here in the bottom right corner. again the emphasis was on the key attribute of the 120-acre landscape surrounding Hazel’s House while still maintaining a serene color palette that is warm and inviting and an ease of navigatation.

first fifth

ninth final


motion gRapHics

initial concept renderings

the story of Hazel’s House is the journey out of the blackness of addiction and into the freedom of recovery. the inspira-tion for this 30-second commercial came directly from a woman currently in recovery. When asked to describe what the insanity of addiction was like for her she said, “it was like a paradox between voices full of chaos and terror overlapping in her mind and an emptiness like she had never felt before.” in creating this motion graphic that was the imagery the designer set out to create.

the concept of this storyboard is to move from the chaos and insanity of active addiction (represented above) and contrast it with the choice to surrender to the serenity, freedom and hope of a life in recovery. it is purposefully targeted at the female audience of women in active addiction. the opening boards are meant to appear in a crescendo effect building to the explosion that then reveals the text boards asking the pertinent questions to draw the viewer in.


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it was like a paradox in my mind between chaos and

emptiness... ”“

in stark contrast, the next boards slowly fade in to reveal the beautiful landscape that surrounds Hazel’s House and have an easy, slow feel that is peaceful and comforting. the music accompanying this section is sarah maclachlan’s “answer” heard playing low in the background. the images above are of the first iteration of this paradoxical concept. the final version storyboard can be viewed in the solutions section at the end of this brand launch book.

more renderings

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bRand peRsonalitythe brand personality is the very essence of who Hazel’s House is. if the brand were a person, what adjectives would the client use to describe it? the primary personality traits identified below, are the most important and key to the sustained success of Hazel’s House. they should be used as a starting point in writing and designing for the brand.

compassion hope

anonymity

serenity

car ing freedom


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voice & tonethe Hazel’s House brand should be represented in a compassionate, hopeful and serene manner. it is encouraged to use copy that addresses the feminine target audience, compassionate care and hopeful outcome in order to convey the free-dom that is possible through a new life in recovery.

consistent message

key messages

consistency is important to the Hazel’s House brand particularly in the way we treat our guests as well as our prime prospects. our key messages

must be consistent in all aspects of communication. consistent messages are as important to the Hazel’s House brand as our consistent logo,

tag line and signature.

Hazel’s House is an extended-care recovery center for women.

Hazel’s House offers accredited and acclaimed treatment for addiction.

Hazel’s House maintains a 12-step philosophy based in the traditions of alcoholics anonymous.

Hazel’s House is committed to cost-effective, compassionate care for everyone entering its doors.

Hazel’s House is a beautiful and serene environment providing holistic recovery for the body, mind and spirit.

logo standaRdsin a world of visual saturation and over-stimulation, it is important to maintain a consistency with brand standards, particularly as they pertain to the brand logo and deliverables. the Hazel’s House team of designers and marketing engineers have created a brand with vision. the success of that vision within the market place is vital to the integrity of the brand vision. the symbol of that integrity starts with the brand logo.

Ha zel’sh o u s ea woman’s pa� to�ecovery

the Hazel’s House brand is made up of three core elements; the company name, the graphic; and the tag line. these elements were created together and while the logo may be used without the tag line, core elements should not be altered in any way.

logo specifications“Hazel’s” - arno pro, light display, initial caps 92 pt, 75 tracking

“house” - arno pro, light display, small caps 67 pt, 300 tracking

tag line - Fragrance, lowercase 30 pt, 0 tracking

ratio


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logo vaRiationsin order to keep the Hazel’s House brand consistent within the market place, please only use the following variations within your designs and creative process. the same principles, fonts and ratio relationships from the previous page apply to the variations below.


primary logo grayscale

secondary logo dark back

Hazel’sh o u s ea woman’s pa� to�ecovery




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logo coloRsthe Hazel’s House colors have been carefully chosen to represent the landscape, serenity and hope that is the Hazel’s House brand. the color standards below should be followed in all instances and should not be altered or changed in any way or for any variation.


primary logo

secondary logo


pms 8281Rgb 129/173/168cmyK 35/0/20/25

#8eaca7

pms 8281Rgb 129/173/168cmyK 35/0/20/25

#8eaca7

pms 433Rgb 22/39/50

cmyK 33/3/0/95#212b34

pms 433Rgb 22/39/50

cmyK 33/3/0/95#212b34

pms whiteRgb 255/255/255

cmyK 0/0/0/0#ffffff


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cleaR spacea minimum clear, protective space should be respected around the logo at all times in order to ensure hierarchy and leg-ibility of the logo. the clear space takes into consideration all elements within a graphic layout including but not limited to photography, graphic features and text. the following guidelines must be followed for all approved logo use.

z zz

z Ha zel’sh o u s ea woman’s pa� to�ecovery

clear space

the predetermined clear space is defined by the

x-height which is a measure of the height of its

nonascending lowercase letters, such as “z”. this

is a minimum clear space area , however, whenever

possible, additional white space is preferred.

minimum size

the logo should never appear in printed version at

a size smaller then 1.5” (w) x 1.25” (h).


logo usethese are examples of the correct way the logo signature should be used on a variety of different backgrounds. it is important to maintain optimal contrast between the mark, whether with or without the tag line, and the background for maximum visibility and legibility.








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logo misuseFor visibility, impact and overall integrity, it is important to retain a consistent use of the logo. the logo is fundamental to the communications and should never be compromised. always reproduce the logo from original artwork. protect the integrity of the Hazel’s House identity by being aware of the improper logo usage illustrated here.







improper contrast

change of graphic signature distortion

drop shadow busy background

improper colors


coloR palettethe use of color is very important in the Hazel’s House brand. the color palette is drawn from the multitude of colors with-in the magnificent environmental landscape on which Hazel’s House sits as well as from the traditional serenity blue color palette. color is an important element that emits emotion so color combinations should be chosen carefully to reflect the key words of serenity, hope and freedom.

pms 8281Rgb 129/173/168cmyK 35/0/20/25

#8eaca7

pms 606Rgb 224/206/45

cmyK 0/4/100/12#e0ce2d

pms 433Rgb 22/39/50

cmyK 33/3/0/95#212b34

pms 7491Rgb 126/141/46

cmyK 32/0/100/40#7e8d2e

pms 7546Rgb 75/90/104

cmyK 33/4/0/72#4b5a68

pms 492Rgb 159/84/67

cmyK 0/70/66/30#9f5443

pms Warm gray 1Rgb 237/233/228

cmyK 0/2/3/6#ede9e4


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typogRapHyone of the key factors in any new identity is the use of a specific type for text or running copy. like color, typography is also a powerful tool in establishing a brand’s identity. consistency in typography treatment provides continuity from one brand expression to the next. For this reason the integrity of the Hazel’s House fonts should be maintained at all times.

Headline all caps

Heading 2 all lowercase

subheading all caps

body text initial caps

av e n i R 3 5 l i g H t

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 zt H e Q u i c K b R o W n c o W J u m p e d t H e m o o n

avenir 35 light

abcdefghijklmnopqrstuvwxyzthe quick brown cow jumped over the moon

avenir 85 heavy

abcdeFgHiJKlmnopQRstuvWXyztHe QuicK bRoWn coW Jumped oveR tHe moon

avenir 35 light

abcdeFgHiJKlmnopQRstuvWXyz abcdefghijklmnopqrstuvwxyzthe Quick brown cow Jumped over the moon

teXtuResdue to the key attribute of the landscape on which Hazel’s House is situated, the textures chosen to represent Hazel’s House are all pulled from the natural environment of the north carolina landscape. below is a sampling of textures that may be used in coordination with other marketing guidelines for design purposes.


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imageRyHazel’s House represents freedom, serenity, recovery and a new life, therefore the imagery associated with Hazel’s House should always be that of hope, joy and relief at having found a way out of the darkness. coloR & Resolution ~ 300 dpi (print) cmyK; 72 dpi (screen) Rgb


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5140 dunstan Roadgreensboro, nc 27405 t.800.695.3381 f. 336.789.3425


Rodney BattlesDirector

5140 Dunstan RoadGreensboro, NC 27405(t) 800 .695 [email protected]

www.hazelshouse.com

a woman’s pa� to�ecovery

business stationery as seen on this

page consists of letterhead, size #10

envelope and business card, standard

size front and back.


stand

ards

49

speciFications

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october 17, 2012

sue stafford104 Kemp Road eastgreensboro, nc 27410

re: donation

dear mrs. stafford,

We would like to thank you for your generous donation to the Hazel’s House Women’s extended-care treatment Facility. your donation has made it possible for us to supply the women with supplies and services that they receive at the center weekly and over the course of their stay. thank you again for your gener-osity and continued support of Hazel’s House.

sincerely,

Rodney battlesdirector

0.25


5140 dunstan Roadgreensboro, nc 27405 t.800.695.3381 f. 336.789.3425

sue stafford104 Kemp Road eastgreensboro, nc 27410

0.55

2.00

0.315

3.00

0.252.50

1.00


Rodney BattlesDirector

5140 Dunstan RoadGreensboro, NC 27405(t) 800 .695 [email protected]

www.hazelshouse.com



ad speciFications

website call to action

Body Copy. Borrovidest quae ditat et libusdaeped et utemolo con porrorum la duciissi optat voloriae num quam, sin none doluptis ea natempos ex.

Headline.

tag line

When designing an ad for Hazel’s House it is im-

portant to consider all design elements and follow

style guide specifications exactly. imagery should be

chosen based on the specifications on the previous

pages and remain in line with the vision and target

the prime prospect as stated previously.

surrounding margin: 0.11 inches

typography: Headline: avenir 85 Heavy, no smaller than 24 pt,

initial caps or all caps

body copy: avenir 35 light, no smaller than 10/12 pt,

no more than 3 lines of copy

tag line: Fragrance, no smaller than 22 pt

call to action and web address: avenir 35 light, no

smaller than 8 pt.

color and resolution:all imagery must be adjusted to cmyK and resolution

must not be lower than 300 dpi.


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ad samples

www.hazelshouse.com

Hazel’s House women’s treatment center gives addicts a respite from the disease of addiction and a lush setting for a way back to freedom.

She deserves you. Clean. You deserve a life. Clean.

Hazel’s House women’s treatment center gives addicts a respite from the disease of addiction and a lush setting for a way back to freedom.

www.hazelshouse.com


Web speciFications

hazelshouse.com - home page (1024 x 864 px)

the internet is perhaps the most vast and im-

portant extension of the marketing campaign

and therefore must follow the previously

strict guidelines set out in this style guide

for the brand. navigation, accessibility flow

and hierarchy of information has been care-

fully addressed in the design process for the

Hazel’s House website. please use the follow-

ing guidelines when developing additional

pages for the hazelshouse.com website.

margins

surrounding margins - 35 px

typography

nav bar: avenir 35 light, 16 pt., pms 433

subhead: avenir 35 light, 24 pt, pms 492

primary call-to-action: avenir 85 Heavy,

23 pt, small caps, pms Warm grey 1

resolution

all imagery must be adjusted to Rgb; reso-

lution must be 72 dpi for optimum upload.


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sample pages

solu

tion

s4.0


pRint collateRal

roadside billboard

magazine ads

the print campaign for Hazel’s House is one of the key mediums for reaching the wide range of target mar-ket audience members. periodicals should range from such trade publications as addiction professionals to general women’s magazines such as better Homes and gardens and Redbook in order to reach the target audience.

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train station billboard


Web solutions

the key deliverable for the brand launch is, without question, the in-teractive website for Hazel’s House. the ability to quickly access perti-nent information for the viewer was the primary focal point in develop-ment along with ease of navigation and accessibility. through a meticu-lous design aesthetic and seamless navigation, the Hazel’s House web-site will not only entice the prime prospect to click-through but will most importantly, provide key infor-mation easily and readily in order to expedite the help the viewer is seeking.

home page

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Web gRapHics

home page

success stories page


sample pages

the hall page

vision, mission, values page

success stories page

virtual tour page

history page


bRoadcast

frame 1time: 0:01sound: oncoming train low in the distance growing closer and closerdescription: a series of bullet holes revealing various faces of terror, screaming but silent, overlapping each other in crescendo

frame 6time: 0:06sound: continued sound of oncoming train low in the distance growing closer and closerdescription: intersperced with the bullet holes are flashes of tv static in between all of which grow more rapid and more chaotic until...

[film ratio 4:3, running time 28 seconds]

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addiction for me was like a fight in my mind between

voices full of chaos and an emptiness like I had

never felt before I started using... ”“

frame 9time: 0:09sound: loud explosion/crash followed immedately by pure silencedescription: following the rapid crescendo of chaotic images comes the view of a world exploding in fire followed by screen going to black and silence

frame 13time: 0:13sound: Following a moment of pure silence, sarah maclachlan’s song “angel” begins to play and her solitary voice singsdescription: slowly, line by line, the words “are you done with the insanity of addiction?” fade in


motion gRapHics

frame 16time: 0:16sound: sarah maclachlan’s “angel” continues to playdescription: cross-fade to the image of the lush land-scape of the grounds of Hazel’s House and the slow fade in of the word “freedom”...

frame 18time: 0:18sound: song continuesdescription: slow cross-fade in of the word “seren-ity” and then “hope” as the background view of the landscape holds

In the burning of uncertainty, I will be your solid

ground. I will be the balance when you can’t look down.”“

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frame 26time: 0:26sound: “angel” continues to playdescription: the landscape view holds and the logo and call to action appear with the contact information for Hazel’s House

frame 28time: 0:28sound: the first verse of the song ends and fades outdescription: slow cross fade to black and then the words “let us help ou find hope again” appear across the screen before fading to black in the silence.

If it takes my whole life, I won’t break I won’t bend. It

will all be worth it, worth it in the end. ”“


pRomotional

women’s and men’s shirts for promotion and swag

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additional sWag

tote bag and coffee mug for gifts for guests

id tag for guests

and employees

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Ha zel’sh o u s e


entry way sign for front lawn of hazels house

baseball cap and polo designed for staff


image cRedits

these images are soley for comp purposes during proposal. if client accepts the proposal then the client will need to purchase the license(s) for the following from:

Shutterstockshutterstock.com

Image Name

803614181.jpgportrait of a girl enjoying life

78979630.jpgyoung woman picking flowers

91193057.jpgdepressed lonely young woman

59847802.jpgWoman depressed: series

83084764.jpgportrait of a happy young woman

65341663.jpgHands on sky

32018833.jpginflation

12266923.jpgyoga

76496899.jpgHappy volunteer and group

50912467.jpgmother and daughter sitting

79580740.jpgsilo of pregnant careless woman

5294947.jpgteenage girl contemplating suicide

79570141.jpgWoman in field

96373604.jpgunderwater with rays of light

96374420.jpgHappy woman dreams of flying on wind

96406997.jpgFather and son on beach

15334630.jpggirl enjoying beautiful summer sun rays

88294108.jpgWoman enjoying fresh air

77849713.jpgbeautiful underwater scene

88695826.jpgblue and green landscape texture

89238034.jpgtrees in the forest

93463321.jpgart grunge landscape with lonely tree

91057760.jpgsunset/sunrise with light rays

72306001.jpglandscape - meadow, blue sky and river

95306842.jpgWater drop

47739520.jpgbright blue sky background

84868255.jpgabstract floral background with sunflower

52090408.jpgmountain forest with split rail

78710746.jpgscenic Road through cades

53748547.jpgHappy mother with daughter and son

86424310.jpgmother and daughter

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52402267.jpgyoung woman enjoying freedom outdoors

13137124.jpgWeeping willows a flock of geese in pond

80570731.jpglittle sad daughter hugging her mother

65346058.jpgyoung child comforted by her mother

87380015.jpgWhite tshirt on cloth hangers in a row

89265127.jpgyoung man, long hair in white tshirt

4219603.jpgportrait of tired baby being held by mother

25020784.jpgan empty recyclable bag

75232756.jpgmagazine’s page on grey background

75232756.epsvector plastic cup. eps 10

65599927.jpgblue jeans detail with blank id card

65599927.jpgtwo car garage suburban home

12056474.jpgportrait of a young woman smiling

13896959.jpgmother and daughter together at home

2924367.jpgvintage family photo 1917

2015211.jpgcottage

Other Sources for Originalswww.fellowshiphall.com www.pavillion.com www.talbott.com www.hazelden.com www.fellowshiphall.com/gateway

78057439.jpgportrait of a young woman

31562107.jpgblank billboard on bus stop

15214405.jpgblank billboard on highway

96530902.jpgvector baseball cap

94545112.jpgyoung woman in field with fabric

Big Stockbigstockphoto.com

Image Name

15402916.jpgportrait of a young women smiling

5235381.jpgWoman and blue sky

12843695.jpgHead and shoulders portrait of woman

96530902.jpgvector baseball cap

cheryl Kenan Fording is a traffic and marketing coordinator for the sales Factory in greensboro, nc. Having grown up in greensboro and in the medical community, cheryl has a passion for women’s health care. Having lost a close friend to the rav-ages of addiction, she was drawn to this new facility and to the need for expanded community awareness re-garding the specific issues of wom-en seeking treatment for the disease of addiction and addiction recovery treatment options.

[email protected]

de

sign

eR

h a z e l ’ s h o u s e

a woman’s pathtofreedom

brand launch book original

Documents

lives of women

substancedependent women

type of treatment

treatment options

treatment programs

womenthe rate of women

logo development iterations

logo use logo misuse