Giselle’s Weblog


How can troubled teenage girls drive non-profit branding?
December 8, 2008, 7:04 pm
Filed under: MICA Thesis
On entering the explorative process of my thesis, I sought
to find a focal point that would drive the design. Good
Shepherd Center offered the resources I needed. 
I identified the girls at Good Shepherd Center as
the driving force for my thesis but photographs
of these girls were not allowed as federal law
protects their images and their identities needed
to remain confidential. Instead, their voices, their words,
their ideas are the focal point of the design. I began
by meeting with a group of seven girls. I talked
a little about myself and then presented the project’s
concept to the group, in an attempt to build some
sense of trust and openness where an honest forum
could develop. The girls listened as I talked about
my work as a designer, my studies at MICA and
the concept of their words being used to represent
the image of Good Shepherd Center. We then
dived into the questions.

How long have you been at Good Shepherd Center?
Why do you think you needed to come to Good Shepherd Center?
What's different about Good Shepherd Center?
Describe Good Shepherd Center?
What do you like to do here?
What you would change about Good Shepherd Center?
Who is your personal role model?

Some filled both sides of a full sheet with answers to
these questions while others seemed to refrain from
expanding on their answers. After a few days I returned
to these sheets that the girls had handed back to me so
that I could read through them with a fresh mind. On her
sheet, one of the young ladies questioned why I was
trying to focus on the image of Good Shepherd Center
to the public and not trying to change what happens on
the inside. To that I respond by saying that by promoting
a better awareness of Good Shepherd Center in the public
arena, more donors and volunteers will make themselves
more available. With more resources of aid more things
can change and improve, giving the girls more of what
they need to overcome the challenges that brought them
to Good Shepherd Center.

I transferred their written words to the digital
screen, capturing every stroke of every word they
wrote. The objective now was to find the most compelling
vehicle for their voice. Through a series of trials I have
settled on a series of posters and a book titled We Are. 
Both are utilizing the handwritten words of these girls
and the girls I will interview in the weeks to come. 
Each chapter of the book will focus on a characteristic
that each girl shares whether they know it or not—we are
strong, we are troubled, we are hopeful. Through their
honest testimonials they will brand this non-profit organization.