javar cecil final creative brief

Common GroundCommon GroundCommon Ground

Branding Style Guide


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Table of ContentsStrategy 1.0 The 411 1.1The Creative brief 1.2Common Ground 1.3ProfileBET Profile 1.4Research 2.0Abstract 2.1Conclusion 2.2Reference 2.3


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Table of ContentsProcess 3.0Mood board & 3.1 Toolbox Logo concepts 3.2Media concepts 3.3Standards & 4.0Solution Brand 4.1Print & Font 4.2Motion 4.3

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Strategy 1.0

The 411: The 411: The Common Ground project is designed to foster a relationship with the lost elements of a sense of community in African American society. The design is more than just a brand. It’s more than just a trade-mark. Common Ground is a lifestyle. We are here to create a link to the past, the present, and a bright future. We are here to produce a fusion between Hip-Hop and Dustys, Redd Fox and Ja-mie Fox, or the Cosby’s and the Payne’s. Common Ground is about creating a bridge between the generations of the past and the up and coming generation. It’s not a campaign...

It’s a movement!

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The Creative Brief 1.2The Project :The Key objective is to unite Black Entertainment TV (BET) with the non-profit organization Common Ground. The primary goal is to create positive publicity for both entities simultaneously while assisting the local Black Community.

Company Profile: BET’s point of profit is in the networks ratings used to sell commercials. Through the use of having Popular program-ming matched with a long historical tradition of focusing on issues in the African American community BET is able to focus on the point of sale, which is clearly based on the sale of commercials and advertising

Audience Profile: BET’s target audience is focused on pop culture youth between 14 and 25 whom are heavily into Hip-Hop music.

Audience Response: The goal is to have the target audience increase their community involvement while strengthening the sprit of family in local areas while becoming more intimate with BET’s programming

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Creative BriefCommunication Strategy: The overall message that we would like to convey is BET cares about the Black community, The inner city youth, and the future of the Black community. This can be achieved through the use of positive imagery that reinforces these ideas through the use of Internet, TV advertisement, and Interactive displays in key locations. The final project can be seen and mea-sured by an increase in ratings and a over all increase of community involvement in sponsored events.

Competitive Positioning: The primary competition for is MTV, GMC, CMT and VH1. Currently BET is ranked 3rd in ratings amongst video music programming. To set the BET apart through this project, I plan to take a grass roots approach that is great for publicity and an eye catching experience.

Target Message or Single-Minded Strategic Message: “Common Ground” This idea is structured around the rebirth of the black community and is meant to advertise as well as promote the project.

Brand, Logo and Project Specifics: Because of the legacy associated with BET, A new logo for Common Ground has been constructed to show creativity in this idea.


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Common Ground Profile 1.3Mission Statment:The Common Ground Foundation is dedicated to developing youth in underserved communities to be contributing citizens and strong

leaders.

VISION:Hip-Hop artist, Actor, and Children’s author Lonnie Rashid Lynn, known as “Common,” is the visionary behind the Common Ground Foundation. Our premise is to identify and develop tomorrow’s leaders through programs that promote holistic leadership and education. We are committed to empowering youth to achieve greatness while developing leadership and life skills needed to fulfill their dreams and make an impact on their world.


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Common Ground Profile 1.3 The BET Network is the leading provider of entertainment content for African Americans and consumers of Black culture worldwide. The primary BET channel reaches more than 90 million households in the United States, the United Kingdom, Canada, Middle East, Africa and the Caribbean. BET is the dominant African-American consumer brand with a diverse group of business extensions: BET.com, a leading Internet destination for Black entertainment, music, culture, and news; CENTRIC, a 24-hour entertainment network targeting the 25- to 54-year-old African-American audience; BET Digital Networks - BET Gospel and BET Hip Hop, attractive alternatives for cutting-edge entertainment tastes; BET Home Entertainment, a collection of BET branded offerings for the home environment including DVDs and video-on-demand; BET Event Productions, a full-scale event management and production company with festivals and live events spanning the globe; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which oversees the extension of BET Networks programming for global distribution.

Research 2.0


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If there is to ever be a future, people must learn from the past and strive to never repeat it. The sole purpose of the Common Ground design project is to influence just that. Through the use of new media technology the project is set to tackle issue plaguing tomorrows youth in the Black community across America. Using a vast range of positive images and campaigns the Common Ground project design is set to respond against years and years if negative stereotypical descriptions that have run ramped and have been credited with feeding a poisonous fairytales to at risk youth in the black community. These tales of woe have been passed on to tomorrow’s future. The Common Ground project is to serve as a much needed wake up call. Scientist may refer to this project as something similar to chaos theory, however given the circumstances and dire need for change to come about in some of the dense populated areas in this country’s inner cities. This is no simple task. To bring about such a monumental shift in the ideology Black Entertainment Television is teaming up with Hip-Hop artist and Icon Common’s non-profit organization know as Common Ground. The project promises to use turn around the images associated with Black America through new positive programming, images, music, and learning. This project is not another “rise up and fizzle out” publicity stunt geared at bleeding the black population in America dry. The project is real and will generate resurgence comparable to the Harlem renaissance. G

Abstract 2.1


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Conclusion 2.2In closing, the wind behind pushing for the Common Ground project is of an unspoken words that stretch whispers from beyond the grave of many voices from the past in the African American community. Why not let those voices be heard again and set a new precedence in Black America. Promoting this project is more than just a major win for BET’s public image. It stretches far beyond the original cause from The Common Ground Foundation. It is a process like no other comparable to moving a mountain and creating a movement comparable to the Harlem Rena-scence.


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References 2.3About BET. (2010, September 12). Retrieved from http://bet.mediaroom.com/

Cummings, K. D., Atkins, T., Alison, R., & Cole, C. (2008) Response to intervention: Investigating the new role of special educators. Teaching Exceptional Children, 40(4), 24-31.

Dearing, E., Kreider, H., Simpkins, S., & Weiss, H. B. (2006). Family involvement in school and low-income children’s literacy performance: Longitudinal associations

between and within families. Journal of Educational Psychology, 98, 653–664.

Dewey, J. (1902). The School and Society. Chicago: University of Chicago Press. Flesch, R. (1955). Why Johnny Can’t Read: And what you can do about it. New York, NY: Harper & Row Publishers

Hollingsworth, L.S. ( 1920). The Psychology of Subnormal Children. New York: Macmillan.


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ReferencesKame’enui, E. J. (1993). Diverse learners and the tyranny of time: Don’t fix blame; fix the leaky roof. The Reading Teacher, 46, 376–383.

McGill-Franzen, A., & Allington, R. L. (1993). “Flunk `em or get them classi-fied: The contamination of primary grade accountability data.” Educa-tional Researcher, 22, 19-22.

Noddings, Nel. (1993). For all its Children. Educational Theory. Vol-ume43/Number 1 Stanovich, K. (1986). Matthew effect in reading: Some consequences of individual differences in the acquisition of literacy. Reading Research Quarterly, 21, 306-407.

Slavin, R. E. (2005) Evidence-based reform: Advancing the education of students at risk. Thousand Oaks, CA: Corwin.Shaywitz et al. 1992, Journal of Educational Psychology; Francis et al. 1996, Journal of Educational Psychology).

The new us. (2010, September 12). Retrieved from http://www.commonground foundation.org/index.html

Process 3.0

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Moodboard & toolbox 3.1

Common Ground

Designer Notes:The overall message that we would like to convey BET cares about the black community, The inner city youth, and the future of the black community. This can be achieved through the use of positive imagery that reinforces these ideas through the use of Internet, TV advertisement, and Interactive displays in key locations. The final project can be seen and measured by an increase in ratings and an over all increase of community involvement in sponsored events. The design will be based on creating a link between the generations of the African American communities (past, present, and future) to cover a span of over 400 years in hopes to bridge the gap and bring about resilience in the black community using strong visual images overlaid with powerful excerpts from the past and new messages from the hip-hop culture.

Color Palette: c: 0 m: 0 y: 0 k: 1

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Type face:Book antiqua12 pt, 20 pt

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current logos:

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Logo DesignThe Common Ground Logo has two variations: With text and with-out. The without text version of the logo is preferred for quick and easy recognition although the with text version may be used as circumstances warrant such or when additional space is available. Both variations must maintain the set clear space as designated on the Logo parts page. The Common Ground Logo can be placed on any color back ground provided the color does not drown out the assigned colors of the logo itself.Additional acceptable logo treatments will be addressed in the following pages. In order to convey a strong brand image and maintain consistency, the logo must never be redrawn or changed. Always use original data.

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Logo PartsThe common ground logo consists of 2 main parts: The Symbol The Type

Primary Color pallet (symbol) (text)C: C=100 M= 100 Y=100 K=0 C1: C=0 M=0 Y=0 K=65G: C=19 M=100 Y=100 K=12 C2:C=0 M=0 Y=0 K=100 C3:C=0 M=0 Y=0 K=33

Type Face Type FaceC: Wide Latin C Common Ground: TimesG: Papyrus G

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Unacceptable TreatmentsDo not replace logo colors with any other colors. Do not change the size ratio of the logo text or change any of the logo fonts.Do not change the spacing of the logo or textDo not allow the logo to become pixilated or distorted in any way. Always use original materials. Never copy and paste the logo from a secondary source.

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Logo Use ExampleTo maximize the usefulness of the Common Ground Brand name, it should be displayed in a manner that is larger than life. Taking over a stadium for an even is not to far fetch when creating a movement through the use of new media. Having a brand that is attached to large events will create a momentum that can propel itself once started. Fads come and go, but Icons last forever.

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Iconic Samples


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Media Concepts 3.3

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The 411 Magazine


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Web Frames


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Billboards and Posters


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Television Frames

Standards 4.0& Solutions


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Brand 4.1Artistic images and photos are essential in developing a new interest within the Black community when working towards a resurgence with generational ties. Much like the Harlem renaissance, powerful positive images are a must when reaching out to the people who call their community home. Artistic works should be centered on Afro centric themes. All images should be presented in such a way that it invokes a passion that can move its viewer toward creating a better tomorrow. Director Robert Townsend said it best… “He who controls images, controls people”

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Common Ground

Images Samples


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Print &Fonts 4.2Main headlines across all media utilize Times. Subheads associated with Common Ground are in Papyrus. The logo text is Also in Times. This font may additionally be used for extra headlines, and small amounts of body copy, particularly in print ads. The main body copy however, remains Book Antiqua for anything longer than a paragraph. In the event that condensed headlines are required, Book Antiqua is to be used alongside Times. In some cases, a script font may be desired. If this is the case, the font Snell Roundhand should be used.

Main Headlines: Times Condensed Additional Headlines: Timesabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

Subheads: Papyrus Main Body Copy: Book Antiquaabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

Logo Text, Additional Headlines, Short Body Copy: Times Optional Script: Snell Round Handabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

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Motion Video Online 4.3Online video should be created at 600px x 400px. When showing the final logo animation, the size and positioning of the final logo should be: 55px from the left. 495px wide. 50px from the right. 110px from the top. 160px tall. 130px from the bottom. The call-to-action (“Get up get out and get something at www. BET.com/commonground”) should be positioned directly under the logo on the same baseline as the bottom of the logo icon and should be spaced according to the logo size. The beginning of the call-to-action must be directly under the first logo text, and the end of the call-to-action must be directly under the end of the logo.

Common Ground


Get up, Get out, and Get something www.BET.com/CommonGround

javar cecil final creative brief

Documents

common ground project

local black community

sense of community

african american community

black entertainment

project specifics

final project

target message