Week 5: Assignment 1; Brand Strategy by Fire

(Team - add any of the pages of the Brand Strategy notes or anything more)

Develop a ‘belief’ for the festival, this is why they exist. Often it should start with ‘We believe…'

We believe that Cuba Dupa is an inclusive, community-based festival which the whole family can enjoy and explore how multicultural and artistic Wellington is.


Uncover the Problem/Challenge/Opportunity they’re facing. Be distinctive. Uncover an insight or human truth 

That people want to feel that a space or event is catered to them, they want to feel important. 


Identify 1–2 key audiences. These aren’t the people who are most likely to go to the festival. They’re the audience(s) who the festival should reach to address its Problem/Challenge/Opportunity

People with young/restless children, people who aren't very artsy, people outside wellington, people in the wellington suburbs

Week 5: Assignment 1; SWOT

Strengths

• What advantages does your organisation have?

Collaborative, recognisable/rememberable, family-friendly, 

• What do you do better than anyone else?

Collaborative atmosphere; making the attendee feel like they are part of the performances

• What unique or lowest-cost resources can you draw upon that others can't?

Use of the whole of Cuba street, venders are from nearby shops

• What do people in your market see as your strengths?

The community that Cuba Dupa has around it, also that it is seen as such a big deal.

• What factors mean that you attendance?

Public interest/hype, certain acts or venders, something to do

Weaknesses

• What could you improve?

Audience involvement/perception, cater to children more, create an easier way of way finding

• What should you avoid?

Over complicating things, too much expense, exhibits that are difficult to install/take down

• What are people in your market likely to see as weaknesses?

Low budget, little control over venders, 

• What factors lose you attendance?

Overcrowded, lack of knowledge of events/venders, no interest from different audiences

Opportunities

• What good opportunities can you spot?

Really play on the idea of transformation - transforming spaces, children involvement, better utilisation of space - above head hight or below the feet

• What interesting trends are you aware of?

Healthy/vegan foods, vintage looks, aesthetically pleasing 

Useful opportunities can come from such things as:

• Changes in technology and markets on both a broad and narrow scale.

• Changes in social patterns, population profiles, lifestyle changes, and so on.

• Local events.

Threats

• What obstacles do you face?

Gaining new audiences - outside the wellington area and outside the family audience, low budget, lack of setting up or taking down time, 

• What are your competitors doing?

Creating events which cater to these unusual audiences

Week 4: Assessment 1; Logo Revamp

(Team - Add any logo edits done around week 4)

Week 4: Assignment 1; Identity Revitalisation

(Team - Add the extra concepts from the identity revitalisations)

Cuba Dupa identity revitalisation: concept #3

Initial creative branding strategy ideas

Week 3: Assessment 1; Cuba Dupa Audit

(Team - Add the other A3 pages from the first Cuba Dupa Audit)

Behaviour

Design

Central Idea

Week 2: Assignment 1; My Wellington

(Team - Add your "My Wellingtons" with descriptions below)

I see wellington as a startling contrast between nature and man-made. I live near the botanic gardens, so I see more nature than most people in Wellington and feel it is an essential part of Wellington's culture and vibe. Also I took this photo myself. - India Jack

Week 2: Assignment 1; Newtown Festival

(Team - Add any extra photos of the Newtown Festival you have as well as any other thoughts you had at the bottom)


We found the Newtown festival to be quite large and loud, packed to the brim with people, children and even dogs. Nothing had a theme so the festival itself felt cobbled together and cluttered although that may have been the general idea, bringing together many types of people into one place to create a sense of community. We found that everything was human height or slightly above, it would be useful to use the whole available space; the ground, sides of building etc. Also maybe create safe spaces for the children and/or animals.

Week 1: Assignment 1; Capital Audit

(Team - Add your early team's Wellington audit pages from this file - https://docs.google.com/presentation/d/1QDhdOguY8rQ7sAKP14vJr7OfPFaABG3xXMLAkxda3nQ/edit#slide=id.g50a8896781_0_0)