Reviving the Hornet Campaign
- Reviving the Hornet Campaign
Bringing an old ship into a modern marketplace 
- The ProjectThe 'Reviving the Hornet' campaign was certainly one of my most extensive and exciting projects. The USS Hornet Museum hired me with the task of revitalizing the organizations aging brand as well as increasing their annual admissions volume 10% over a 12 month period. What is presented here is the presentation designed for the CEO and Board of Directors of the museum, giving them the tools to better understand their position within the market, a better understanding of how and why their brand was in need of re-design, and examples of successful brands and a strategy on how to achieve as effective a branding campaign.
An icon system representing the different pipelines of communication successful businesses used to express their brand to target consumers. The icons are original designs, designed using Adobe Illustrator CS5.- 'The Rebranding Guide'This presentation, called the 'Rebranding Guide' amongst myself and the marketing team, was designed to guide the organization to producing a strong brand as well as to educate them on how to get there and maintain it. In addition to establishing a strong brand image, The Guide was charged with:
- Guiding the museum through establishing it's new positioning within the SF Bay Area market
- Outlining a marketing strategy to raise awareness within said market
- Identifying it's target market segment,
- Establishing methods of gathering fundraising needed to cover the rebranding efforts (including redesigning of all internal and external branding assets).
In the image above is a series of icons I designed which were used to explain the different communication pipelines successful businesses used to express their brands to their target market segments. The spread below shows the icons in action, explaining which communication pipelines those two successful branding efforts were using to reach their target audience. 
Designed to work both in print and on the screen. This image demonstrates two slides being used as a print spread.
- Rebranding AssetsIn addition to the rebranding guide itself, there was the challenge of designing new deliverables that would put the rebranding effort into action. The following slides demonstrate pieces designed including a new logo/icon, business cards, and bags. These are just samples of the proposed designed pieces that were part of the campaign.
- Logo re-design slide. This slide presents the current logo (bottom left) with a proposed re-design (top and bottom right). This new design drew off of the original illustration of the ship, but would be accompanied by more dynamic lines, more modern type, and finally, color giving the design a more patriotic appeal.
- A logo designed with purpose. A close up of the proposed design. The stars under the type represent the number of battlestars the USS Hornet earned while in active duty. The red stripes represent not only the flag, but give the upper blue portion of the ship symbol a red hull and a more dynamic flow (compare to the original logo design below.)
- Proposed re-designed assets. Presented here is examples of the new rebranding effort being applied to Hornet business cards and shopping bags.
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