After nearly 20 years in marketing communications, sports marketing and the automotive industry, I've decided to apply my efforts to making the world a safer, better place, rather than climbing to the next rung on a corporate ladder or scoring the next pay raise.
My wife and I love living in Southern California, but like many places around the world, the place we call home is prone to natural disasters -- a topic on the minds of millions around the world right now due to tragic events in Haiti, Chile and many other locations. In the process of educating myself and getting my own household ready for what may come, I believe I've found a niche that needs to be filled: helping people make the necessary preparations to protect themselves, their family, friends and neighbors when disaster strikes.
Many terrific organizations are working hard at building awareness and educating the public about this important subject, but very few people ever actually take action. There's a natural tendency towards procrastination and even denial. And if they do take the first step, most quickly become overwhelmed by the amount of information and advice on offer.
I think I can help. My plan is to launch a small company to guide people through the process, making it easier -- and maybe even a little bit fun! -- to start, follow through and get ready to live, no matter what.
At least to start with, the target audience for Ready2Live (and Ready2Live.com) consists of individuals and families living in areas prone to natural disasters. But we don't want to exclude small businesses. And it's not just those living in earthquake country. Our services will help with preparedness for fires, floods, hurricanes and tornadoes -- even man-made disasters, such as chemical spills, nuclear incidents and terrorist events. Most likely candidates for our services will be heads of households, both male and female, homeowner and renter. The logical focus is adults (late-teens and up), but other than that, demographics and psychographics are likely to very diverse.
Police, fire services, government organizations and other potential partners are a secondary audience.
We need a logo that is simple, impactful and conveys our brand attributes:
serious but not scary
If possible, it should also be action-oriented, since our service is all about overcoming barriers (fear, denial, procrastination) and taking action.
The logo will be used in the following ways:
print (biz cards, stationery, collateral, advertising)
merchandise (embroidery, etc.)
We're not looking for a cartoon-ish approach. Simple and bold would be best. We'd also like a solution that can be rendered in color as well as black and white, and will work equally well on a light or dark background.