ARC of SF Brand Book

Pulse of The Arc

brandbook.indd 1 7/7/10 2:43 PM

of The Arc overview objective brand logo execution

The Creative Brief
What is Pulse of The Arc? A sub-brand of The Arc of San In one simple sentence or phrase, what do we need
Francisco: a non-profit organization that assist adults with to communicate? Join Pulse of The Arc to meet fun and
developmental disabilities. outgoing people while contributing towards a great cause.

1. We organize various fundraising activities What is the business context in which the brand is
throughout the community. operating? PoTA is a sub-brand of The Arc of San Fran-
cisco. Advertising will help create awareness for their
future fundraising events.

2. We invite friends and networks to events to
raise awareness about The Arc of SF. Who are we looking for? Working professionals:
Age 25-38. They are tech savvy and use social media to
organize, coordinate and communicate about events.
They are “Social Ambassadors”-- a passionate social
History + Purpose Created in 2009 under the working name leader & representative of The Arc.
of “Young Professional Volunteers.” All members were per-
sonally impacted by someone with a disability that made it
difficult for them to live a normal life. They strongly believed How and where are we going to bring this to life?
in The Arc’s mission and want other young professionals to With an aggressive social media presence, PoTA will
become involved. create awareness of The Arc through Facebook, Twitter,
FourSquare and other social mediums.

What are the mandatories and guidelines we’ve
been given by the client? The main purpose of PoTA
is to increase awareness of The Arc by creating a strong
presence within the physical and online community.

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SWOT Analysis | The Arc of SF SWOT Analysis | Pulse of The Arc
Strengths Strengths
Nationally recognized Resources of ARC
Established Organization (+50 years) Young and energetic group
Provides all-around services for clients Previous track record of successful events
Proven vav methods
Loyal staff Weaknesses
Size
Weaknesses Website Presence
Not enough exposure through media channels Lack of clear definition of program
Donations from only one medium
Organization of fundraising methods Opportunities
Expand membership/Create a stronger and larger group
Opportunities Organization of group/events through Social Media
Increase donations through online and social media outlets Use of local venues and artists in SF
Focus more on its history
Increase fundraising by expanding YPV program Threats
Other fundraising/activity groups
Threats NPOs with more resources & following
Other NPOs People involved with other charities
NPOs with established fundraising methods/events People who claim to have no time
NPOs with better resources/funding Struggling economy



Objective Consumer Profile
Create a stronger identity for the sub-brand of The Arc of SF
that will attract new members.
Sarah Fuller
Bio Blog
Why? The Social Ambassadors donate time
and resources on behalf of The Arc and their Age:
clients, but lack a proper identity to recruit 27
new members and build awareness of their
mission and group. School:
Accountant in Financial District

Income:
Social Ambassadors? This is the new title 50k Salary
of our members. They are more than just
volunteers--they’re representatives of The Arc Favorite Websites:
Blogspot, Twitter, Facebook
in the social outlets.
Other things you didn’t know:
People person & social bug
Donates to Red Cross
Wants to get involved with
non-profits but feels
intimidated



Brand Vision Mission Statement
1. Bridge the gap between people with disabilities
and their communities.

2. Create an online community that merges
networking and helping people. the community by
3. Open people’s mind to a new style of social
networking.

for The Arc of SF through

&



Logo Previous | Next Logo | Pantones

PSD: #1A2333 PSD: #3399CC PSD: #67B8DE PSD: #93C9E7 PSD: #B5DCEC PSD: #C7D7EA

C: 86.3 C: 73.23 C: 55.61 C: 39.76 C: 27.01 C: 20.02
M: 75.71 M: 26.02 M: 10.93 M: 7.74 M: 2.78 M: 8.98
Y: 52.38 Y: 4.77 Y: 4.21 Y: 2.92 Y: 3.96 Y: 1.93
K: 61.5 K: 0 K: 0 K: 0 K: 0 K: 0

PANTONE 7547 C PANTONE 292 C PANTONE 297 C PANTONE 2905 C PANTONE 290 C PANTONE 657 C

of The Arc
PSD: #95AB62 PSD: #BCD584 PSD: #D0E184 PSD: #F7931E PSD: #FEBE11 PSD: #FED110

C: 45.87 C: 29.2 C: 20.79 C: 0.04 C: 0.36 C: 1.25
M: 19.27 M: 2.28 M: 0.08 M: 50.07 M: 27.15 M: 16
Y: 77.14 Y: 62.4 Y: 61.56 Y: 98.57 Y: 98.92 Y: 98.02
K: 1.17 K: 0 K: 0 K: 0 K: 0 K: 0

PANTONE 5777 C PANTONE 366 C PANTONE 373 C PANTONE 1375 C PANTONE 7409 C PANTONE 7404 C

of The Arc of The Arc of The Arc



Logo | Alternative tones Previous | Next Logo | Alternative pantones

PSD: #1A2333 PSD: #93C9E7 PSD: #D0E184 PSD: #F7931E

C: 86.3 C: 39.76 C: 20.79 C: 0.04
M: 75.71 M: 7.74 M: 0.08 M: 50.07
Y: 52.38 Y: 2.92 Y: 61.56 Y: 98.57
K: 61.5 K: 0 K: 0 K: 0

PANTONE 7547 C PANTONE 2905 C PANTONE 373 C PANTONE 1375 C

of The Arc Why two logos? PoTA will have a very strong
web presence and having a vibrant logo online
works. When it comes to print, we will have a
simplied logo that can be applied to stationary
and various print items to cut down print cost.

of The Arc of The Arc of The Arc



Logo | Tagline Treatment Logo | Fonts

Fake Plastic

Panther
of The Arc ABCDEFGHIJKLMNOPQRSTUVWXYZ
ADVOCATES abcdefghijklmnopqrstuvwxyz
FOR ADULTS WITH
DEVELOPMENTAL 1234567890,.!?”()
DISABILITIES


Logo | Stationaries Logo | Business Cards

ADVOCATES
FOR ADULTS WITH
DEVELOPMENTAL
of The Arc DISABILITIES
of The Arc

of The Arc of The Arc
Front
ADVOCATES 1500 Howard Street
san francisco
FOR ADULTS WITH ca 94103

DEVELOPMENTAL TEL: 415 255 7200
fax: 415 255 9488
DISABILITIES
DISABILITIES
INFO@thearcsf.org
DEVELOPMENTAL Front (flap open) Back (flap open)
FOR ADULTS WITH
ADVOCATES
1500 Howard Street
san francisco
ca 94103 Back
TEL: 415 255 7200
fax: 415 255 9488
info@thearcsf.org
ADVOCACY FOR ADULTS WITH DEVELOPMENTAL DISABILITIES



Logo | Shirts

Front Back

Exclusive T-Shirts are worn by our Social
Ambassadors who are hosting events. Styles
include guys & girls tee and polos.



Joining Pulse of The Arc
Since application forms are too formal, we opted for some-
thing more natural with our target market. This facebook 2. Results are in! If the user
quiz will help determine who has the right mindsets/traits to scores high, they will be linked to
become part of the Pulse of The Arc. PoTA’s site where they can sign
up to become a Social Ambas-
sador. Other quiz takers with
lower scores will be linked to the
general site with info and events
relating to PoTA.
Are you a Social Ambassador?
Social Ambassadors love to be in the know. They network and host
events in addition to attending.

See where you fall on the Social Ambassador scale!

Quiz takers can publish
1. The Facebook Quiz These type of quizzes their results. The quiz will
are very popular, so we found a way to use ripple through numerous
them as a filter to find the right candidates to networks and gain more
become Social Ambassadors of PoTA. The quiz attention.
will be accessible through Facebook’s news
feed, Twitter links and blog(s).



“Art Show 2010” Album by Pulse of The Arc Previous | Next

3. The Website Created to reinforce the PoTA’s
newer and stronger identity. Here, users can
find info on upcoming events and RSVP.
Established Social Ambassadors can sign-in to
update the blog with news and photos from
past events. 4. Official Member!
Hosting Pulse of The Arc’s first Art Show



Logo | Print Ad Logo | YouTube storyboard
1 2

3 4

5 6

7 8



Friends | 4 online • 626 offline

David Pham • Art Director
How can cookies be so bad but taste so
good?

Pulse of The Arc
Hansley Kasih • Art Director
• Profile
If a picture is worth a thousand words, why
• Account
write when you can paint a picture? • Settings
• Log Out

Giselle Gonzalez • Copywriter
Dream until your dreams come true.

Jon Ward • Account Planner
Ghostbustin’


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