The Best Spot in Town is an exploration of Cuba Dupa as a place of joy, rather than creativity. Through this strategy, the festival is positioned as much more approachable for all Wellingtonians, while still sticking to what Cuba Street does best. Through this approach Cuba Dupa can diversify it's audience, and bring in some more first timers.
We got tasked with the brief of rebranding Cuba Dupa. From our research into the event, it's current branding, and it's current results: we came to one conclusive statement. Cuba Dupa is creative... but creativity is intimidating. Cuba Dupa currently aims to bring the whacky and the wonderful out of people - while this makes the festival what it is, this may scare off many potential attendees who are on the fence. Based on this, this rebrand means reevaluating what Cuba dupe stands for, as well as coming up with new visuals.
Here we made the simple leap of creativity = joy. With the objective of communicating joy, this gave our branding strategy an objective. You can come to this event to be joyful. You do not have to come to either be creative, or spectate others being creative.
But how could we make sure people experience joy? Easy! Tell them what to do.
With a four stage campaign 'The Best Spot In Town' branding ensures that Cuba Dupa welcomes creatives and non-creatives alike!
My Role
This was a group project with two other Massey students; Courtney Ilton & Jacob Dollman-Low.
Process
This was an up an down process for us as a group, with a major pivot, however we were proud of our final outcome. Through a session at Strategy Creative we managed to nail our tone of voice, who we're reaching and why. Based on this, constructing graphical elements became a lot easier, as well as tailoring our presentation.
