Most people don't realize that in branding, so much more makes a brand than simply a logo and stationary. Everything down to the clothes the employees wear, the cars driven, the signage, environmental design, and advertising media all contribute to the development of a brand. In my opinion, QuickTrip has one of the best brands that comes to mind when considering environmental aspects of a brand because the employees always wear a red tucked-in shirt with khaki pants, the stores always have the big red QT logo above the door, etc.
I contributed two ideas for branding for this section: the newspaper ad and the car magnet.
While the idea of advertising in the newspaper seems a bit foreign in our highly-digital age, I believe taking out a small ad in the Atlanta Journal Constitution could not only expand awareness about Full Radius, but I believe it could act as a vehicle to raise revenue. Because Full Radius promotes itself as an artistic company, advertising in small local art magazines seems counter-productive to the use of funds because the art and dance community may already be aware of Full Radius and their mission, whereas because the Full Radius mission transcends art to promote positive body messages, engage the youth and elderly, and transcends boundaries between people with and without physical ability, I believe the audience for the Full Radius brand expands much farther than simply the art and dance community. The AJC has a "Sunday Events" section that is very popular throughout the Atlanta metro, and it also reaches the hands of individuals that may be interested in artistic dance that have lots of time and lots of money to invest into community causes and enjoy community events (such as able-body retirees). Families and families of individuals with disabilities also may be interested in learning of Full Radius and their role in the community because their events are entertaining and age-apporpriate for all ages.
The car magnet is a practical means of branding because the employees of Full Radius Dance use their own personal vehicles for company use. Full Radius does not have a dance studio and relies on donated rental space times for events, so the location of where Full Radius meets constantly changes and expands throughout the metro. With car magnets, Full Radius can brand their personal vehicles during company usage and remove the brand during private usage, while also advertising the non-profit on the roads and highways. I was excited to learn that Douglas Scott learned of my car magnet idea and thought highly of the concept.
Below are some of the other ideas my team contributed. I suggested the idea of a "pop-up studio" for Full Radius since they do not have studio space, and a pop-up studio would allow them to brand their environment. The idea of a pop-up studio is that it would be easily erectable and collapsable, so that it may be put up and taken down as needed for events. While I suggested the idea, another team member executed the drawn design.
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| Magazine Spread |
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| Signage/Banners |
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| Pop-up Studio |
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| Uniforms |
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| Tour Bus (if donated) |