DESCRIPTION:
Bob Marley sang of hope, unity and "one love" but work toward his dream was cut short. As a way to honor Bob's legacy, life and mission of harmonizing humanity by empowering our youth, protecting our planet and encouraging peace, the Marley family wanted to start a not-for-profit business model designed to reinvest funds to charities that take action for sustainable and responsible living.

Before BLITZ's involvement with the project, however, no tangible materials for such a business model existed, except for a few photographs. As Brand Consultants and Designers, BLITZ's first challenge was defining the new brand and then strategically creating an informative, entertaining and aesthetically appealing teaser site that would draw an audience and inspire users to take steps toward Marley's mission. In three months, we led the creative team from initial naming brainstorms through to final content development in order to launch 1Love.org, named after one of Marley's most popular songs, which also describes his vision for the world.

In terms of creative strategy, we wanted 1Love's style to be modern while maintaining Marley's Rastafarian heritage, so we leveraged the Jamaican colors of green, yellow and red as accents to the layout. By crafting paper textures, as well as fabric-like textures—such as burlap—with stitched details, we were able to convey an organic, hand-made feel to the site's foundation. Typography and images were the last creative details needed to establish the brand's overall style. Once the look and tone were perfected, we moved onto the 1Love logo, which BLITZ designed exclusively for Marley Ventures to use on all 1Love products, documents and any marketing material, including the Web site. All of these creative components were compiled into a single, sacred guide—the 1Love Brand Bible—to ensure a consistent look and feel across all future 1Love developments.

As a means to initiating the 1Love Global Movement, the teaser site features a multitude of helpful information such as benefitting charities, available 1Love products, concerts and community buzz, and bios on each of the participating Marley members. By incorporating social media, such as Facebook Connect, Twitter and YouTube, users can join the 1Love Community, where they become true activists in the cause—voicing their thoughts, receiving weekly news and exclusive invitations to events, and earning Love Points anytime they participate in the movement