The first step to building the SHINE movement is visibility. The bright, hopeful campaign visuals are eye-catching and will direct audiences in public spaces to learn more and engage with the growing movement—and help you activate and organize the SHINE movement within your local community. Your SHINE Campaign is all about deepening relationships and letting your activists carry the message to their networks, but first, you have to get their attention.
In this section, learn how to use the SHINE brand, messages, and images, then access, customize, and deploy SHINE messages in your community. There are even some assets NCA can provide directly, plus tips on how to get pro bono or “low-bono” in-kind help from local businesses who may want to partner and help this movement grow.
EASY DESIGN TOOLS
If your organization doesn’t have access to design software or a designer who can help you customize your materials, Canva.com is an online software that is available free to nonprofits. Because Canva is simple to use (even for beginners), we have designed jpgs you can drop in to different formats in Canva to make customization accessible. Just don’t forget to follow the branding guidelines found beginning on page 13 of this document.
Click here to access posters, billboards, and social media designs ready for use in Canva.
Canva Screenshot (Click the picture to visit Canva.com)
ADVANCED DESIGN PROCESS
If your organization wishes to access truly customizable source files for the SHINE art, or are working with a professional designer, please reach out to NCA at firstname.lastname@example.org to discuss. In addition to meeting the brand use guidelines on page 15, you’ll need to send proofs of your art to NCA for review. We’re happy to help, but please plan to add in 48-72 hours turnaround time to secure NCA approval, plus time to make any requested changes to meet brand guidelines.
Finally, if creating your own designs, you will need to secure your own appropriate licensing for fonts, photos, and other copyright-protected elements you use. Free stock photos are available throughout the web, but many of the year-one photos used in the SHINE Campaign must be licensed if you wish to use them in your own custom materials. The official SHINE Campaign fonts must also be licensed. They are not terribly expensive but using unlicensed fonts can be a bad idea. See here for more information on font licensing.
The campaign’s brand means many things, but to sum it up, we can think of it as the total audience experience when interacting with or participating in the campaign. As SHINE grows and evolves, it will become more and more of a physical, personal campaign, campaign adopters will add dimensions to this experience: events, artistic performances and works, meetups, and more.
In the early stages, though, we’ll focus primarily on the visual brand and the messages we use, which can be shared and replicated throughout the digital and physical spaces where CACs operate.
The basic logos and wordmarks of the SHINE Campaign can be used on all physical and digital assets and form the visual “backbone” of the campaign brand. These assets are downloadable as a package by clicking on each one. Use them on posters, pins, bracelets, keychains, and more.
A Google search for “custom branded items” will bring up many providers of affordable promotional items you may wish to have imprinted with SHINE branding to give away or sell to supporters.
Wordmarks (Year One)
These wordmarks include our core year-one message: support survivors of child sexual abuse. Use these on digital and printed materials. Because our core message will change each year of the campaign strategy, first to broaden to support for survivors of all forms of child abuse, then to focus on support for CACs, we do not recommend using these wordmarks on durable campaign items such as water bottles, shirts, reusable signage, etc.
FONTS & COLORS
For campaign unity, these fonts and colors should be used in all SHINE materials, whether designed in-house or by a freelance designer.
Lulo Clean One
Lulo Clean One Bold should be used for headlines and subheadings. Lulo Clean One should appear only in the campaign wordmarks and should not be used for headlines or body text. Lulo Clean is all-caps only and font tracking should be set -160.
Georgia Regular and Georgia Italic should be used for body copy. Georgia Bold can be used as a section headline.
Color is one of the most important components in a campaign’s brand identity. Color is the first element of a campaign to make an impression. Consistent use of color reinforces the values, message, and memorability of a campaign
In public spaces, SHINE relies on beautiful, high-impact, large-format images to make a splash and grab the attention of audiences. Here are some template items you can use either readymade (and ready to add your logo), or customizable with photos of champions for children in your community.
When creating customized assets, we strongly recommend working with a professional designer. In your community, you may even be able to get design assistance with your SHINE materials free or discounted by graphic designers who are passionate about our cause.
Click on the designs below to access poster files.
These poster files can be printed or deployed digitally. Click on the images to download. Be sure to reach out to local businesses, government agencies, transit authorities, faith communities, and others with access to high-traffic spaces to see what opportunities you can find to place these messages and reach thousands.
Click on the images to download SHINE billboard files.