J.A.G Fund Rebrand & Brand Guide Book
by Sara Gingras
@Studio.SJG
My family charity, the Joel A. Gingras Jr. Memorial Foundation, has been around for over 30 years, remembering my Uncle Joel who passed away from a brain tumor at 27 and hosting events to raise money for brain tumor research.
The rebrand focuses on evoking Joel's personality through the vibrant and retro color palette and funky typography. Design elements are reminiscent of the 70s and 80s, the years that Joel was most influenced by in his young adulthood. The business card has a personal aspect, including a short message about Joel and the organization, paired with a photo of Joel himself. The envelope hints at the funky personality of the organization with its colorful inside flap.
Merchandise includes a retro-inspired t-shirt and a variety of typographical treatments for a series of bumper stickers. Joel was a collector of many things, including cars, so bumper stickers pay homage his love for cars and the typography of vintage bumper stickers. The t-shirt includes the new and improved "Tubehead" character, originally created by Lisa, Joel's sister and my aunt, in 1989 when the organization was founded.
While Joel was still alive, he and his brothers would tube down the Delaware river every summer. The year that Joel got sick, his brother Johnathan decided to tube without Joel, but use the event to raise money for his hospital bills. After his passing, the Tubefloat continued and then began the J.A.G Fund, with the money now being donated to the American Brain Tumor Association (ABTA) for brain tumor research. The Tubehead character embodies the history of the J.A.G. Fund and Joel's lively personality.
E-vites are used by the organization to spread the word about events and provide an easy place for attendees to register for events, pay any fees, and donate. This summer, the J.A.G. Fund celebrated its 38th annual Tubefloat down the Delaware River, with the Saturday Night Bash event later that same day. The other major event, the black tie gala, was created in 2011 as another way to bring in donations for the ABTA.
The purpose of social media for the J.A.G. Fund is to provide followers old and new with a place to remember Joel and share the organization's history. Posts are to be shared in groups of three, giving the page a cohesive look from the profile page. A timeline of the J.A.G Fund is crucial for those who are less familiar with the organization to get an idea for the roots and the main purpose of the charity. The second tier of posts shows off photos both old and new, and the third tier has both quotes from members and photos to match. Representing Joel's personality, getting across the mission of the organization, and sharing memories are the main goals of the social media.
Online presence is very important for The J.A.G. Fund because it allows potential members, volunteers, donors, as well as doctors, researchers, and other organizations like the ABTA to learn about Joel and the mission of the organization. On the website viewers can browse the lists of Joel A. Gingras Jr. Award winners via the ABTA, read the names of the doctors awarded fellowships through the J.A.G. Fund's donations, donate to the cause, learn about the history, and browse upcoming events. This is an important element of the brand because it is the place where the most information about the J.A.G. Fund lives and is a great resource for anyone wanting to learn more about the organization.
REBRAND GUIDE BOOK
The rebrand guide book breaks down the rebrand explaining the background of the J.A.G. Fund, the goal of the rebrand, the decisions made during the design process, and the systems in use throughout the brand.
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Although this rebrand was just for a school project, the charity is very much real! If you'd like to read about my Uncle Joel's story, donate to raise money for brain tumor research, or just browse the current branding, the website is www.jagfund.org.
