Leonardos Basement Final Creative Presentation

RALLY WRAP PARTY PRESENTATION | LEONARDO’S BASEMENT | MARCH 11, 2014
WELCOME

As a nonproﬁt, you’ll get a team
of motivated, skilled professionals
who treat you like a ﬁrst-tier,
big-time client.
Your rally team embraces
your cause and works
amazingly hard to do what’s
right for your organization.
It’s about you. Not them.

EPIC RALLY TEAM
THOM WALKER –
Creative Lead & Copywriter
ANNE ULKU –
Senior Designer
JULIE HAMILTON –
Web Development
ADAM WITT –
Strategist
SARAH KLAUER –
Account & Program Manager
SCOTT RAINY –
Designer

WE’RE EXCITED TO BE HERE TONIGHT
We’re going to walk you through a brand refresh process
for an organization we all love: Leonardo’s Basement.

• Their request
• Our research & strategy
• The finished work

THE REQUEST
Leonardo’s Basement reached out to EPIC for marketing
and branding help.

• “We need help with branding and marketing
materials, including new, better written descriptions
of our offerings for electronic and print distribution.”
• “We need a new site!”
• “We need to reach new customers.”
• “We have no direct competitors, but need to distinguish
our one-of-a-kind organization from museum classes
that offer academic achievement reinforcement versus
our unfettered imaginative building that blurs the lines
between engineering, art, and technology.”

THE RESEARCH & STRATEGY
As schools continue to cut art, music, & physical
activity – creative programming outside of school
walls is increasingly in demand.

9
OBSERVATION/
PRE-PLANNED
EDUCATION ENTERTAINMENT
Tutoring
Museums
Lessons/Sports
TV/Video Games
Packaged Programs
Walker Art
Museum
Como Zoo
Bakken
The Works
Basecamp
Lowe’s
Build & Grow
ACTIVE PARTICIPATION/
CREATIVE INPUT
Science
Museum
Children’s
Museum
Leonardo’s
Basement
CREATIvE PROGRAMMING
9
OBSERVATION/
PRE-PLANNED
EDUCATION ENTERTAINMENT
Tutoring
Museums
Lessons/Sports
TV/Video Games
Packaged Programs
Walker Art
Museum
Como Zoo
Bakken
The Works
Basecamp
Lowe’s
Build & Grow
ACTIVE PARTICIPATION/
CREATIVE INPUT
Science
Museum
Children’s
Museum
Leonardo’s
Basement
CREATIvE PROGRAMMING

10
COMPETITION
T STANDARD CREATIVE
KID-CENTRIC
ADULT-CENTRIC
Corporate Retreats
Traditional Tutoring
Adult Museum
Programs
Museum Programs
Summer Camps
Leonardo’s
Basement
10
COMPETITION
T STANDARD CREATIVE
KID-CENTRIC
ADULT-CENTRIC
Corporate Retreats
Traditional Tutoring
Adult Museum
Programs
Museum Programs
Summer Camps
Leonardo’s
Basement

11
PACkAGED COMPETITION OffERINGS
The Bakken
Explore history and
nature of electricity
and magnetism
Design lab to
make stuff, break
stuff and make it
better, exhibits
allow hands on
exploration
learning labs
interactive
hands-on
investigations
connected to
exhibit topics
social science
Themed adult night,
$17 entry, alcohol
for purchase
Northrup King
painting, clay,
jewelry making
Keg House Arts
build clay craft
MN Center
for Glass Arts
glass molding
Kid Create Studio
art/craft/lego
Local art
& design
classes
The Works
Science
Museum
$8
$20-
$120
$13 adult
$10 kid
$7 adult
$5 kid

To distinguish from these competitors, we needed an
updated website look and feel. One that would fit in the
landscape, but also be distinct.

Our official strategy for the work efforts based on this
research and Leonardo’s Basement request:
Distinguish Leonardo’s Basement as the
curiosity enabler for all ages with the goal
of increasing awareness of their idiosyncratic
program offerings, improving consistent
seasonal program attendance, and
generating new funding opportunities.

THE FINISHED WORK

First we started with an official voice & tone that would
stretch across all communications.
Tone
Active, Strong & Fun
Characteristics
Creative, Artistic, Scientific, Transforming, Empowering,
Enabling, Building, Sharing, Encouraging, Curious,
Challenging, Inspiring

The foundational implementation of this voice & tone
was creating an all-encompassing tagline – One that
would fit every age and class Leonardo’s Basement
serves.
Building your imagination

Second we updated the general look and feel for all the
work – whether printed or digital:
OLD LOGO

ILLUSTRATION

COLOR

TYPOGRAPHY
Ideal Sans ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789

TEXTURE

PHOTOGRAPHY

Mission
Leonardo’s Basement is a
one-of-a-kind creative learning
environment for “kids” of all ages
to design and build from their
imagination.
Then we wrote a statement that would exist as the
footer on the website and serve as the 10 second
sound-bite to explain Leonardo’s Basement in a
way that embodied the mission, vision, and goals,
and would be reinforced by the new tagline.
Vision
Helping people build their
imaginations so they can reinvent
the world.
Leonardo’s Basement
Building Your Imagination

Leonardo’s Basement provides year-round, inventive
workshop classes to help people of all backgrounds and
ages apply the powers of imagination, curiosity, problem
solving, and risk taking to create engineering, art, and
technology projects.

LET’S SEE SOME OF THE WORK!
This is the website you’re used to seeing:

Here is the new one!

We redid the social media pages:

We redid the general takeaway brochure for everyone
in order to answer questions and empower supporters
of Leonardo’s Basement to easier share this great brand
with anyone they talk with.

4301 Nicollet Ave S. Minneapolis, MN 55409
info@leonardosbasement.org
612-824-4394
There’s always something new at
Leonardo’s Basement. For more
information, class descriptions,
photos, videos and much more, visit
us at leonardosbasement.org.
We’ve been providing
opportunities to make, build,
and fail in positive learning
environments to thousands of
children, adults, and families
throughout the Twin Cities
since 1998. Our desire is to
help people of all ages see
their ability and potential to
reinvent the world through
creativity, problem solving, and
risk taking as they design &
build individual group projects.
Leonardo daVinci exemplifies
our belief that the creative
mind isn’t focused on one
area alone. It can incorporate
and integrate engineering, art,
science and technology.
Our interest in discovery
and experimentation is often
seen in the informal nature of
heading into the “basement,”
where tinkering and exploration
is encouraged.
We’re proud to say over
11,000 students have been
served since 1998 under
these principles and passions!
We’d love to have you join in
the process – whether as a
participant or supporter of a
budding modern day daVinci.
We empower people of
every age to build from their
imagination in unique learning
environments that mix art,
science, and technology.
Leonardo’s Basement
provides opportunity
to build—no matter
the season.
We’re proud to provide year-round,
inventive workshop classes to help
build imaginations. Whether it’s
a workshop, community event or
field trip, our unique offerings help
everyone discover their imagination,
curiosity, problem solving and risk
taking skills.
KIDS
Kids between the ages 6-12 find
informal and playful environments
at Leonardo’s Basement. Curiosity,
imagination, and experimentation
are encouraged.
TEENS
Teens need independence. Leonardo’s
Basement provides the right resources,
along with minimal control and open-
ended projects to allow teens to
express their interests and identity.
ADULTS
Studio Bricolage is a creative
playground for adults.
FAMILIES
Family programs at Leonardo’s
Basement include weekend classes,
workshops community events, and
free open houses.
EXECUTIVE
Leonardo’s Basement has organized
workshops, team building and family
events for corporate clients like:
General Mills, Medtronic, Target,
US Bank, 3M, and the University of
Minnesota. We deliver custom team-
building experiences, such as: creativity
workshops, content-specific ideation,
and product development sessions.
Every person.
Every age.
Every mind.
Everyone can think, create,
and build like daVinci.

We created new identity pieces including business
cards, letterhead, and envelopes:

leonardosbasement.org
Steve Jevning
4301 Nicollet Avenue South
Minneapolis, MN 55409
612-824-4394
1 2 3
45˚angle
Volunteer
612-824-4394
1 2 3
45˚angle
Tracy Nielsen
612-824-4394
1 2 3
45˚angle

612-824-4394
612-824-4394
612-824-4394

That imagery you saw on the homepage of the site,
we created with a dual purpose, to serve as the
templates for postcards to be sent out about classes.

Fix it.
Build it.
Weld it.
Build What You Want
Take four Saturdays to make
your imagination reality.
Wednesdays 7-10pm
April 14-30, 2014
Sign up at leonardosbasement.org
Intro to Welding
Bring metal items to fix or material to build a
project if you have them. We have equipment
for you to use and two experienced instructors
to help you learn how to cut, weld and grind
metal. Oxy-acetylene, MIG, and plasma cutting
rigs available. Bring your own metal stock or use
what we have available in the shop. Ages 18 +
Wednesdays 7-10pm
April 14-30, 2014
Sign up at leonardosbasement.org
The only project
limitation is nothing.

We created strategies for partnerships with local
coffee shops and restaurants, using the idea of mobile
Leonardo’s Basement Toolboxes and Interactive
Installations to generate awareness and further impact
the community in a positive way that encourages the
blurred lines of engineering, art, and technology, in an
educational and fun way.

We thought it would be fun to create some new branded
shirts for both instructors and participants.

We also created a brand guideline book so that
Leonardo’s Basement can easily grow into the future
with strong and distinct messaging that maintains
branding consistency, across the Twin Cities and
maybe even the country.

IT’S BEEN FUN.
It’s really just the beginning.

Over the next several months, a few of our team
members will stay on to help update the registration
process, so that it’s only 4 steps instead of 10!
THERE’S MORE YET TO COME STILL!

Our whole team is proud to have helped such a great
local nonprofit in Leonardo’s Basement build some
new tools to impact even more lives in the Twin Cities
community.

We’re excited to have provided them, but we’re even
more excited to see how this work will help Leonardo’s
Basement happen to thousands more people.
“It had long since come to my attention
that people of accomplishment rarely sat
back and let things happen to them.
They went out and happened to things.”
– Leonardo da Vinci
THESE TOOLS ARE STILL ONLY TOOLS.

THANK YOU FROM THE EPIC TEAM!
THOM WALKER – Creative Lead & Copywriter
ANNE ULKU – Senior Designer
JULIE HAMILTON – Web Development
SCOTT RAINY – Designer
ADAM WITT – Strategist
SARAH KLAUER – Account & Program Manager

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