The Challenges

Branding Yee: Behind the Mask had expressed its difficulty in communicating with audiences outside of the LGBTI circle. Past web and print materials were reviewed and several design problems were identified. The world always judges the book by its cover. If the book shows no clarity or appeal in its aesthetics, then delivering the content and message is tough. How could we create a stronger brand? It was important from the beginning that the core values of Behind the Mask become the foundation of the re-design, so we asked the staff to share information with us on the NGO’s initiatives and goals. BTM allowed Joe and me to conduct weekly meetings that served as time to review project expectations, details, and progress. Each week we looked forward to this “Fellows Meeting,” as our work was driven by feedback from BTM’s contributing journalists and reporters. The powerful voices of Behind The Mask needed to be represented in the graphics. Staff input was at the center of the process. What were the core messages to be delivered to the NGO’s audiences? What image or personality does this organization have? The answers to these questions would have to guide our creative work.

Software Requirements and Web Development Mauriello: We wanted to leave BTM with a full arsenal of tools to continue to develop and publish media. These tools had to be easy and inexpensive to use. As for the web site, the NGO wanted a complete overhaul. Rather than just delivering information the site needed to be interactive so as to act as an online platform to discuss LGBTI issues and to support advocacy efforts.

The Solutions

Branding Yee: The resulting master plan included developing a new and distinct brand identity that was elegant and bold. We established guidelines for ourselves that would continue to serve BTM after we were gone. They included:
• Establish a palette. Use variations of the same colors as design elements.
• Keep it simple. Don’t overwhelm readers or visitors.
• Stick to a font family. Too many different fonts make it hard to read.
• Our mantra became ‘Make it Strong, Make it Bold!’

Once we created a BTM style guide we produced a collection of visual advocacy pieces that spoke to both the LGBTI population and a wider audience — those interested in getting involved to lend support. This kind of outreach was one of our main goals and we felt that we reached it.

Software Requirements and Web Development Mauriello: As for tools for the NGO to carry on with after our departure, Doris and I set about finding open source solutions. Finally, after research and testing we identified a suite of free products, including Primo PDF Maker and Jon’s Smooth Gallery. We installed the software and trained staff members on proper use so BTM could continue to create and mount effective communications campaigns. We worked with BTM to identify the scope and feature set for the new version of the site. Drupal, an open source content management system would be ideal, but it was new to me, and the unreliable Internet connection made development difficult. We planned to postpone the major part of the build until we returned to New York. Once there we recruited other students in the Design and Technology Departments to help. The finished system includes a news section, an events calendar, multimedia capabilities for streaming both audio and video, and microtransaction capability for donations. The new site is easy to maintain and keep up-to-date while providing rich and varied content.