Good Samaritan Foundation of Haiti Brand Development
by Deanna Andru
A web-based marketing identity and online presence for The Good Samaritan Foundation of Haiti.
The Good Samaritan Foundation of Haiti is committed to the advancement of education, health and welfare of the children of Haiti.
DESIGN PROBLEM: To establish a brand identity, and campaign toolkit for the Good Samaritan Foundation of Haiti. They are an established non profit for close to 10 years and have a few significant sponsors but require further funding to grow their efforts in education, health, and welfare of the children and families within their scope.
The Good Samaritan Foundation of Haiti has made a significant difference already, but there is more to be done to restore the island to it's pre-2010 earthquake sufficiency levels. Since that time, Hurricane Sandy and Hurricane Matthew have devastated the area further. The Good Samaritan Foundation of Haiti is a lifeline towards maintaining progress in the midst of climate and political upheaval.
For the purpose of this project, a consistent brand identity and message was created, which will provide a springboard for increased recognition and campaign strategies in the future.
THE HEROS (Project Participants)
For this project The Good Samaritan Foundation of Haiti's website was migrated to Square Space for better online traffic. Square Space templates are easy to use for non developers like Mandy and Robin, and all of the SquareSpace templates are mobile responsive.
Please note that the project is for an actual organization. Mandy will update the site content and manage the social media campaigns. Site content, social media content, and layouts are subject to change.
THE PROJECT TOOLKIT (visit links to view):
- Website migration and update.
- A Blog page for status updates and community communications.
- PayPal buttons taking monthly and one-time donations from international donors.
- Buy An Egg Campaign Banner.
- A GSF branded backpack with school supplies for incoming kindergardenters.
- A Digital Media Kit with promotional water bottle.
- Brand Guide Book with the Brand story. (currently being printed 4/30/18)
- A GSF Brochure with the Brand Story. (printed, but will rework to a smaller try-fold, and contract a different vendor. The quality received at Vista Print was unacceptable for the initial print test-run. Mandy will order 500 on final copy.
- Update the logo.
- Adobe CC, including Typekit fonts
- Vista Print - for Brochure Publisi=hing
- Blurb - for Book Publishing
- Office Max - For School Supplies
- Amazon.com - for creative supplies
- Michaels - for creative supplies.
THE AUDIENCE: International sponsors, concerned about the Health and welfare of the Children and families of Haiti. To offer a future beyond the villages and homes that are vulnerable to natural disaster, global warming, and political upheaval.
AUDIENCE CONSIDERATIONS: The audience is the sponsors, board members, donors, friends, and people in Ile A Vache, Petite Grove, and the surrounding communities in Haiti.
- For the Buy-An-Egg campaign initial proposal included an app with a Pirate theme, involving a treasure map that ultimately leads to a donation page with a prize. The idea was rejected as there is a real fear of pirates in the Virgin Islands.
- The School Supplies project and Media water bottle was found to be unfeasible, due to logistics.
SELF EVALUATION - this is a great start for the Good Samaritan Foundation of Haiti towards brand development. One of the outcomes from my researching this project is a developing relationship with Tyson Foods, another potential sponsor with a similar campaign to GSF's Buy-An-Egg project. Tyson partnered with Cobb Vantress, on their "OneEgg" (one egg per child per day) campaign providing nutrition, including protein to school children for brain development in developing countries.
At my suggestion, Robin and Mandy contacted Tyson, and are making plans to expand the Tyson and Good Samaritan efforts in egg production and distribution to the children of Haiti. These efforts provide animal protein to undernourished children and help to boost the local economy industry. It's a Win-Win for everyone. The Tyson project will develop further by next year as they are currently under-way with Cobb Vantress.
My design efforts to produce a physical product were not encouraged by the Good Samaritan Foundation administration. GSF does not request donations for supplies (except French-English school books). The actual physical items created for this project are the Brochure and the Brand Guide. The first-day-of-school (supplies) promotion will not be developed further. The Administration is geared towards the daily operation of the schools and community building. Digital asset links are provided above.
In regards to physical product(s); my assignment falls short, but the digital assets, plus concretely defining the organization in the brand guide was appreciated and is a huge step towards future campaigning and strategies.
All assets are intended to be continually developed and updated as the Foundation grows and establishes itself further. Updates for the 2019, or 2020, brand guide are in progress as of 4/30/18. Future updates to the book include depicting the colors using small separate swatches. Final presentation feedback and product reviews from the participants coming soon. All physical items are to be shipped to Ile A Vache later this month.