the alexandra smith foundation

On December 28, 2010, the lives of my friends were changed in an instant.

Their daughter, Alexandra (Ally) Smith suffered a Traumatic Brain Injury (TBI) in a two-car collision. As of February 9, Ally remains in a coma, but has fought through surgeries and medical issues and is currently at Spaulding Rehabilitation Hospital in Boston undergoing extensive therapy. Happily, family, friends, and community have rushed in to provide support in so many ways: a shoulder to lean on, lodging near Beth Israel where Ally was first taken, food delivered to the hospital, hot meals delivered to the family, financial support, volunteer support for fundraising, and so much more. It was clear from the beginning that we should do our best to provide financial support to help pay for the daunting medical and care costs that come with TBI. So, The Alexandra Smith Foundation to support Ally Smith was established.

Rally for Ally postcard
This will not be a blog about running the gamut of emotions, circling back and forth between sadness, disbelief, hope, and celebrating milestones large and small. This is about using your ability to help where you can. Fortunately, with my background in communications, design, writing, and fundraising, I was able to help provide the foundation with design materials needed to make a start. My advice to give to anyone in such a situation would be: whatever your design capabilities and software skills, try to keep your communications clean, to the point, easy to read, and consistent.

First, we needed a logo. Ally, an assistant at Tufts Veterinary Emergency Treatment had dreams of being a veterinarian; she has always loved working with animals, has ridden horses for many years competitively and for fun, and is caretaker for a number of dogs and horses in the area. Horses? Dogs? I knew I wanted a reference to her love of animals. I started a few rough sketches. Eh. She is also known for her easy-going nature, and her smile. "Ally's smile" was mentioned by nearly everyone who came to visit at Beth Israel. I chose a well-known non-serif typeface - Myriad Pro, and I gave a small nod to her love of animals with a paw print over the "i" in "smith". I wanted her name to stand out and be easily recognized through the community. I nestled "the" at the top, and used a curved line, representative of her great big smile to tie in her name with "foundation." I was pretty sure the main color would be red. I did experiment with green, Ally's favorite color, but red is a color that commands attention, and I knew we needed to draw that attention to the situation.

Flyer for Rally for Ally
I tabled the idea of letterhead and other identity material for the time being, and moved right on to development of the website. A Facebook Page, Ally's Road to Recovery, was already established, and growing (1,039 supporters to date), so it made sense to be able to quickly bring that community to a website. Ally's boyfriend, Bobby locked up a domain name for us and prepared information for the press, some of which we used for the text of the website. Using Real Mac's RapidWeaver, I chose a new theme, SNo3, from seyDesign as my starter template. I loved the ability to add a slideshow at the top of the page, but kept the slideshow just to the home page and opted just for one picture on each of the other pages. I had a few photos to work with, supplied by Ally's sister Vanessa. I gave them a quick brush up in Photoshop and formatted them before loading them in. Some of the pages still need a bit of work, but we managed to get enough information in there for a good start and the site launched on January 17, 2011.

Rally for Ally logo
In the meantime, I was drawn into the Team Ally meetings regarding a quick first fundraiser. That's where I met Dave Thornton, who happened to be the brother of a fellow Rotarian. Dave is an idea guy. Lots and lots of ideas. That snowballed into a logo for the "Rally for Ally" (coined by Dave) fundraiser to be held on February 12th at Finnegan's Wake, and posters, and flyers, and can wrappers, and labels, and postcards. I began with the logo. "Can we have that today?" I had to work fast. I wanted to come up with something that incorporated more of a feel for Ally's love of horses, so I designed a rope brush in Illustrator, used Myriad Pro again, but tweaked the edges of the letters, and stuck to the same color. Then I turned my attention to the poster and flyer, the can wrappers, the wine labels, logos for tee-shirts and banners, trying to keep it fast and consistent. Thanks to Dave Luongo and Bay State Envelope for the printing services and for making it all look fantastic!

We expect the Rally for Ally on February 12th to be a great time for a great cause, to help a young lady who has touched so many lives in her 23 years. We continue to pray for her full recovery.
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al and cal realty group

identity material

Al & Cal Realty Group wanted a new, cohesive updated brand image.

The best place to start is by asking questions and creating a look that meets each clients' needs. We began by talking about their business and clientele, their approach, and their future plans. In this case, it was important to keep the Keller Williams logo visible and prominent. There were some guidelines to follow with KW, but Al and Cal also recognized the need to develop their own team identity. The color scheme was built on the Keller Williams red, and an accompanying blue was chosen.


After some discussion, the first step was to develop their logo using their Realty Group name - Al and Cal. A few different looks were developed incorporating different parts of a home. The final logo is a result of playing with the idea of using their names as a foundation and walls of a house. The "l" in "cal" was extended up through the roof to provide the look and feel of a chimney. Their website can be added below to give more height to the home, or the "house" can also function as an arrow, pointing up towards important information, or, down the road, a series of taglines. The logo was also designed with Facebook, Twitter, Linked In and other social media in mind.

Once the logo was developed, I played with a few different looks for letterhead, cards, and envelope. Their logo was placed on the right on both the letterhead and envelope to take advantage of the way we read - left to right - giving that a bit of a "final say." With the initial identity materials in the final stages, their image can now be incorporated in all their marketing material.
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quackin' up

duck race
The Neponset Valley Sunrise Rotary Club is getting ready for the annual Duck Race on the Charles. The Club will be selling ducks at local supermarkets over the next few weekends and you can adopt a duck by going to nvsrotary.org. Many business sponsorships are also available. The event will support many local and international charities and it promises to be LOTS of family fun.

To produce this flyer, I chose a template that I've used for other Rotary events, but I wanted to inject a bit of fun into it. I reversed the template by moving the gradient to the bottom (rather than the top) and left the top open and white. The blue gradient on the bottom also helped create the feeling of the ducks floating on water. I got my hands on a rubber duck, shot a quick picture in my office, spiffed the duck up in Photoshop, added a drop shadow and pulled it into the In Design layout.

One duck looked a little lonely so I added a couple of others to make it look more like a race. I played around with object effects until I got a look I liked. Red and yellow text was used to draw more attention to the flyer. I added an outline to some of the text to help it stand out more, and added a few effects to some of the text as well. For another marketing tool, I created a a Facebook Duck Race on the Charles page and used a piece of the layout (the Duck Race on the Charles text and the duck heads) for the profile photo.

Duck Race 1 PDF
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