Victoria Dragon Boat Festival Proposed Brand Development Fall 2015 Gavin MacPherson
Gavin MacPherson | Index
Creative Summary Risk Assessment Audience Assessment Competitive Analysis Inspiration Concept Development Logo Process Collateral Process
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Gavin MacPherson | VDBF | Creative Summary
Victoria Dragon Boat Festival Victoria Inner Harbour Victoria, British Columbia, V8W 1L0 Daily from August 14 -16 The Victoria Dragon Boat Festival began in 1994. In commemoration of Hong Kong Day, the Victoria Chinese Commerce Association arranged for dragon boats to be brought to Victoria from Vancouver for a one-day exhibition race. The event was a huge success, and quickly grew into a multi-day event. With support from key partners like the City of Victoria, the Provincial Capital Commission, the Greater Victoria Harbour Authority and Transport Canada, the Victoria Dragon Boat Festival has blossomed into one of the city’s largest and most popular summer events, drawing up to 80,000 people to the Inner Harbour over three days.
Bringing Communities Together Through Dragon Boating “We are proud of our role in our community, and we strive to help bring people together – as individuals, as teams, as businesses, and as families.”
The Gorge Waterway is full of dragon boats most evenings from January through September. Teams have emerged all over Vancouver Island, including Nanaimo and the Comox Valley, and with our recent purchase of three brand new, locally manufactured Millennium dragon boats, the Victoria Dragon Boat Festival Society is helping to bring the sport to new areas. The Victoria Dragon Boat Festival Society is a non-profit organization based in Victoria, BC. They are proud to raise funds for the BC Cancer Foundation.
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Gavin MacPherson | VDBF | Creative Summary
History of the Festival A dragon boat is a human-powered watercraft. They were traditionally made in the Pearl River Delta region of China’s southern Guangdong Province out of teak wood (mostly imported from Pontianak, Indonesia) to various designs and sizes. In other parts of China, different kinds of wood are used to build these traditional watercraft. It is one of a family of traditional paddled long boats found throughout Asia, Africa, and the Pacific islands. Currently, boats are being made for competitive purposes out of carbon fiber and other lightweight materials. Dragon boats are the basis of the team paddling sport of dragon boat racing, a watersport which has its roots in an ancient folk ritual of contending villagers, which has been held for over 2000 years throughout southern China. While competition has taken place annually for more than 20 centuries as part of religious ceremonies and folk customs, dragon boat racing has emerged in modern times as an international sport, beginning in Hong Kong in 1976. But the history of dragon boats in competition reaches as far back as the same era as the original games of Olympia in ancient Greece. Both dragon boat racing and the ancient Olympiad included aspects of religious observances and community celebrations along with competition. For competition events, dragon boats are generally rigged with decorative Chinese dragon heads and tails. At other times (such as during training), decorative regalia is usually removed, although the drum often remains aboard for drummers to practice. Dragon boat races are traditionally held as part of the annual Duanwu Festival or Duen Ng observance in China. Not understanding the significance of Duanwu, 19th-century European observers of the racing ritual referred to the spectacle as a “dragon boat festival�. This is the term that has become known in the West.
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Gavin MacPherson | VDBF | Creative Summary | Current Brand Identity
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Gavin MacPherson | VDBF | Creative Summary | Primary Sponsor
BC Cancer Foundation is responsible for fundraising activities and supporting ongoing research for the Agency, which includes the BC Cancer Agency Research Centre, the Trev & Joyce Deeley Research Centre (at the BC Cancer Agency Vancouver Island) and the BC Cancer Agency’s Genome Sciences Centre, as well as clinical, translational and outcomes research at all six BC Cancer Agency Centre’s. This year, more than 115,000 British Colombians partnered with us to raise a record $36.3 million for innovative research and enhancements to patient care at the BC Cancer Agency. Our donors know the difference that can be made when philanthropy and research come together. Researchers at the BC Cancer Agency are seeking to change this by investigating the feasibility of a truly personalized strategy for cancer therapy – a program that is one of a kind in the world.
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Gavin MacPherson | VDBF | Risk Assessment
Deliverables Press Release Announcement that showcases the record breaking year, the outcome of last years race, the current state of next years event, and why everyone should be excited. Poster A poster that visualizes the sponsors and who, what, when, where and why of the event. Banner A banner that will be used to decorate and brand the environment at the event. Paddle An official racing paddle for the event that will also be used as a take-away.
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Gavin MacPherson | VDBF | Audience Assessment
Target Audience Volunteer People 18+ interested in greeting our visitors, serving beverages, and/or getting teams ready to race
Participant Professional and amateur dragon boat racers 18+
Donor Moderate to high income people, businesses, and activists.
Spectator Anyone interested in a open, fun, high energy event that supports a great cause.
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Seattle Pro
Con
• Solid Branding. • Great colors and easy to read.
• Not transparent in who runs Seattle’s Dragon Boat Festival. • Compressed type is difficult to read.
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Gavin MacPherson | VDBF | Competitive Analysis
“The Canadian International Dragon Boat Festival Society fosters learning and exploration of Canada’s diverse multi-cultural heritage. This is accomplished through the presentation of performing, visual & culinary arts and dragon boat racing.”
Colorado Pro • Energetic red.
Con • Inconsistent branding elements. • Bland and Static style. • No hero element.
“The mission of the Colorado Dragon Boat Festival is to build bridges of awareness, knowledge and understanding between the diverse Asian Pacific American (APA) communities and the general public through cultural education, leadership development and athletic competition.”
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Lake Superior Pro
Con
• Excellent use of hero element. • Clean, fresh, and very approachable. • Looks like fun!
• Side menu seems a bit bland and disconnected
“To raise money for Twin Ports Rotary Clubs and their charitable giving. To raise funds for the festival’s charitable partner, the Essentia Health Foundation. To provide a free, fun, family event.”
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Gavin MacPherson | VDBF | Competitive Analysis
OTTAWA Pro • Interesting avatar. Feels approachable.
Con • Feels like a auto care store, not a festival. • Dragon avatar is lost at a small scale.
“To help build, strengthen and enhance community life in Ottawa by raising, managing and distributing funds to charitable organizations”
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Canadian International Pro
Con
• Clean, professional branding. • Some inconsistencies with • Approachable colors and style. branding styles. • Clear hierarchy established. • Dragon Boat Festival logotype will be difficult to read at a smaller scale.
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Gavin MacPherson | VDBF | Competitive Analysis
“The Canadian International Dragon Boat Festival Society fosters learning and exploration of Canada’s diverse multi-cultural heritage. This is accomplished through the presentation of performing, visual & culinary arts and dragon boat racing.”
San Francisco Pro • Clean, clear message of corporate influence. • Lively colors.
Con • No core identity beyond mass of type. • Unremarkable and generic.
“No one who has discovered dragon boating – either on the water or as an on land volunteer leaves unchanged.”
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Gavin MacPherson | VDBF | Inspiration | Chinese Calligraphy & Ed “Big Daddy” Roth
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Community
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Competition
Fun
Gavin MacPherson | VDBF | Concept Development | Mood & Elemental Dragon
Earth
Wind
Brown Norse Welsh Celtic Knot
Green Wings European Swirl
Fire
Red / Gold Asian Tentacles / Moustache Flame
West
East
Scaly Horned Wings 4 legs Large Muscly Tail Lizards
No wings Whiskers 4 legs / 5 toes Gold or Red Fish
FIRE
WIND
East Red Whiskers Flame
West Green Wings Swirl
EARTH
WATER
West Brown Horns Knots
East Blue Fish Tail Waves
Water Blue Fish Scales Waves
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Gavin MacPherson | VDBF | Concept Development | Dragon References
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Gavin MacPherson | VDBF | Logo Process | Sketches
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Gavin MacPherson | VDBF | Logo Process | Sketches
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Gavin MacPherson | VDBF | Logo Process | Comparable 1
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Gavin MacPherson | VDBF | Logo Process | Comparable 2
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Gavin MacPherson | VDBF | Logo Process | Comparable 3
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Gavin MacPherson | VDBF | Collateral Process | Poster 1
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Gavin MacPherson | VDBF | Collateral Process | Poster 2
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Gavin MacPherson | VDBF | Collateral Process | Poster 3
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Gavin MacPherson | VDBF | Collateral Process | Poster 4
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Gavin MacPherson | VDBF | Collateral Process | Poster 5
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Gavin MacPherson | VDBF | Collateral Process | Poster 6
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Gavin MacPherson | VDBF | Collateral Process | Poster 7
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Gavin MacPherson | VDBF | Collateral Process | Press Release
Victoria Dragon Boat Festival Society NEWS RELEASE For Immediate Release Date: August 20, 2013
Canada Dry Victoria Dragon Boat Festival Sets Records All Weekend Victoria BC Breaking records across the board, with more than 80,000 people attending the three day event, 79 dragon boat teams battled for victory in the 19th Annual Canada Dry Victoria Dragon Boat Festival. Victoria’s Team Cream OC20 took first place, winning the Mixed Platinum Championships and title of Fastest Local Team. In the Women’s Platinum Championships, it was a hard fought race between Storm/Sudden Impact Paddling Club out of Cultus Lake and the Fort Langley Canoe Club’s Fast and Furious. Sudden Impact came out on top with less than a second separating these two competitive teams. 33 Local teams competed this weekend, with the remaining 46 hailing from Portland, Seattle, Vancouver and the Lower Mainland, Nanaimo and the Comox Valley. More than 2000 individual paddlers took part in the weekend regatta with local hotels reaping the benefits of an estimated 1200 room night bookings for the 3 day festival. “We broke many records this weekend,” said Mark Mawhinney, Chair of the Victoria Dragon
Boat Festival Society. “We are delighted by the tremendous overall success of this year’s festival. We broke last year’s fundraising record, selling more than 15,000 Lights of Courage lanterns. Although all the figures are still being tallied, we are optimistic that previous fundraising efforts of $65,000 will be surpassed this year.”
Glenys Haskins, General Manager, said, “Oceanus Plastics, a local company, crafted three new boats purchased by the Victoria Dragon Boat Festival Society this year. New teams will be training in the new boats over the next year through our partnership with Go Rowing and Paddling Association of Canada as we help spread the sport across local communities. This supports our mission of Bringing Communities Together Through Dragon Boating. ”
More than $35,000 was raised for the BC Cancer Foundation through the Paddlers Pledge Program from a record breaking nine teams this year. A local Victoria team, Paddlers of the Fifth Moon, claimed the top team fundraising spot bringing in more than $15,000. These funds stay on Vancouver Island to support world class research at the BC Cancer Agency housed at the Royal Jubilee Hospital. All race results are posted on our website at www.victoriadragonboat.com
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Gavin MacPherson | VDBF | Collateral Process | Banner & Poster
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Gavin MacPherson | VDBF | Collateral Process | Poster Mock-up
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Gavin MacPherson | VDBF | Collateral Process | Festival Tent Mock-up
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Gavin MacPherson | VDBF | Collateral Process | Paddle Mock-up
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