Client: Karol & Setha
Account Handler: Luke Wilkie
Product: Karol & Setha Logo Development
Date of Issue: 27th May
Karol & Setha are an NGO organisation whose goals are to initiate thought amongst adolescents on relationships (& love).
Karol & Setha - a Maryknoll program - is an acronym for Knowledge And Reflection On Life and SExuality Through a Holistic Approach.
Karol & Setha are currently looking to refresh their image and appeal amongst their target market adolescents, teenagers and older adolescents .
The basis for the design of the refreshed collaterals will be the new refreshed logo (and colouring)
We are required to create logo development options that reflect the moderate/conservative nature of NGO's, whilst appealing to the target market.
Currently the Khmer logo attempts to incorporate the relationship and curiosity aspect of Karol & Setha's target market and training workshops; has received some criticism for being too cartoon in design.
What are the business objectives?
To increase participant numbers through promotion and awareness
What are the communication objectives?
To increase awareness of workshops and courses by creating a more relevant brand for their contemporary, funky and youthful target market.
What is the Challenge?
To combine the brand and message with its audience (target market)
What is the brand essence?
Holistic, non-judgmental education to encourage self-reflection on relationships (and surrounding issues)
To whom are we talking and what do we know that will help?
The Karol & Setha courses are predominately targeted to Adolescents (12; 18 years old).
Adolescents are more progressive with their habits and likes/wants than previous generations and those in the provinces
Are more comfortable with previously taboo subjects and issues
Also offer courses to older couples and parents.
Parents are an important part of Karol & Setha, as often younger attendees require parents permission and parent's feedback is sought.
Parent's perceptions of Karol & Setha are very important in the running of the courses.
So although our major market is adolescents and young adults, and we will design a logo to appeal to this group, we must take into account that many adults (often with more power/sway) will be involved.
What is the main thought that we need to express?
Self-Reflection on love and relationships
Main thought for Karol & Setha as an organisation - try to represent in a corporate logo.
How do we support this?
All K&S's work is underpinned by the three following essential values:
The holistic approach to the human being:
K&S believes that human beings are made of three components: body, heart, and mind:
- Body: tool for communication, seat of sexual desire, tool for perpetuating life;
- Heart: centre of feelings;
- Mind: centre for thought: specific tool for human relationships, for responsibility, for self-control.
All three components are inseparable from each other:
Affecting one affects the other two.
When people realize that sexuality not only affects their physical needs but their whole person, they feel much more responsible for their actions and behaviour.