The Hayward Stay At Home Dads Club consists of lonely stay at home dads from Hayward who are looking to meet other stay at home dads. These papas are serious about fatherhood and are proud to say that they are their kids’ playmates. They have either chosen to be stay at home dads or have been forced into it for some reason, such as they lost their job or their wife’s career is doing so well and someone needs to look after the kids.
These dads are not afraid to take their kids
for stroller walks, short trips in the car and for picnic lunches in the park and want to do these things with other papas and their kids. These guys have never been a stay at home dad before and need some support in dealing with the challenges the role brings them.
‘Don’t sweat the small stuff’ is the concept
and the motto for HSAHD Club. This pun clarifies what the club is about and the brands attitude and personality. The objective of the communication is to get these full time dads from Hayward to join the HSAHD Club.
Three contact points also need to be created, that best communicates their brand identity
and what they stand for.
Brief:
Choose an interesting or unique club that
is unheard of and create/redesign
a corporate ID
for them.
Above: Early scamps or Corporate Identity.
The two main colours, red and yellow,
were carefully chosen to show masculinity
yet playfulness. Together with the hint of blue, these colours play on each other to give off
a vibrant, strong, almost sporty quality.
As a result this helps the CI to create a sense of ownership and kinship, and allows the full time dads to be proud that they are apart
of this club.
Logo scaled down to 10%
Logo scaled down to 30%
Logo scaled down to 50%
Left: Final Corporate Identity for HSAHD.
Below: Final Corporate Identity at various sizes.
Left: Black and white application of Corporate ID.
Right: Inverse application.
The club was renamed to Hayward’s Full
Time Dads. The logo consists of a shield bearing the club’s name with a banner across it showing the motto, ‘Don’t sweat the small
stuff’. A baby pin and hammer has been
placed behind this. As a whole the logo
showcases the clubs playful yet still
masculine personality of the dads.
Although they have to change diapers,
burp a baby and go for stroller walks,
these papas are still men. This brand image
is reflected in the rubber ducky icon that
I created for the stationary. This mascot is shown wearing glasses and has a ‘laid back’ manner about him. This again ties in with
the brand’s motto.
Top image: Application of letterhead.
Middle image: Envelope (front and back)
as well as business cards.
Bottom image: Close up of the back of the
business card.
The promotional item provides a practical
tool for dads to gain help and support from
the club. It is a pocket book or manual titled, “The Survival Guide for First Time Dads”.
It is therefore a point of reference for first time dads to consult with when they are unsure about what to do. For example changing
a nappy. This step-by-step guide is easy to use and quick to read. The website works as an electronic support platform and information hub for all members to consult with.
Top left: Promotional item – a pocket guide for
1st time dads.
Top right: Introduction to the pocket guide.
Middle: Close up of an illustration in the pocket guide.
Bottom: Secondary purpose of pocket guide – entertaining the kids!
Above: A0 poster for the club’s get-together.
Left: Webpage for the club, excluding footer.
Above: Webpage in situ.
*All work done by Kirsten Morgan
