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Shanghai Fareast showcase (China)
- 1. Fareast Shanghai, China Yacht manufacturer Globalcorporate identity story 2013 The Fareast showcase Taco Faber Rob Dekkers Result of a 10 day business trip to Shanghai and 2 weeks in the Netherlands.
- 2. Introduction The Fareast adventure Thisdocument describes in short the clients background, the challenge, our approach and the results in a 4 week period. Client: Shanghai Fareast Boats CO., LTD. was established in ‘02 and quickly became the biggest official Optimist builder in the world licensed by ISAF. Other small sailing crafts followed. Together with world famous yacht designers of Simonis-Voogd, they are now lining up with keel yachts between 18 and 54 feet including (high performance) cruisers, one design racers and catamarans. Fareast is ready to conquer the world as the only highly professional manufacturer of (keel) yachts, (race) ribs and smaller boats. Assignment: Fareast had a big launch coming up for their new yachting line and had to present a new brand image to the world, on the China International Boat Show in Shanghai April 10th 2013. We arrived in Shanghai at March 13th Results: New logo and corresponding branding strategy & marketing materials including stand design, brochure line and stationary. Team: Taco Faber (Art director in branding & design) and Rob Dekkers (Management consultant in New Business Development); both specialized in dynamic, complicated projects, delivering fast results in international environments.
- 3. Fareast ‘Deliver high qualityand great design’ THE CHALLENGE Fareast products -production hall -quality control -cutting through the water After all the great successes last decade, it was a good moment to re-assess Fareast’s strong values and competencies in order to strengthen their identity for the next decade. The upcoming Shanghai boat show became their moment of truth and we had no time to lose. Quick, pragmatic but meaningful action was on top of our minds. Fareast found to have high worldwide ambitions; creating a great caring company to work for and dreaming to design & build the new America’s Cup yacht in the future. Our main (branding) challenge: “how to bridge the gap in client perception of ‘made in China’ products, while Fareast is a highly sophisticated company that exceeds ‘German quality’ and still can maintain a very acceptable price level.” All with the right radiation and worldwide recognition. Apart from the branding challenge, it was a major challenge how to manage and produce all this in such a short period of time.
- 4. Team up ‘working togetherand respect each other’ OUR APPROACH Flexible as we are, we radically had to change our prepared structured project plan as soon as we arrived. A pragmatic approach with daily adjustments and re-planning was more the rule than the exception. In order to manage the overall process and keeping track of the tight deadlines, we had to take the lead amongst all new ideas and initiatives. That demanded great flexibility and long hours work from our site. This dedicated commitment and together with the great teamwork with Fareast’s management, we were able to deliver so much high quality deliverables day in, day out. Though the basics in our approach stayed the same; - listen carefully and share knowledge - overcoming language barriers, cultural backgrounds and gaining confidence - organizing several workshops to gather the right input - balanced management involvement during the development of the results for acceptance and get the most out of the potential impact radiation - focus on the bigger picture and guide client through the dynamic process - open minded, ‘just do’ mentality, pro-active, be creative, team up
- 5. Breakout sessions ‘Get acquaintedand trusted’ DETAILED ELEBORATIONS Branding, In the first 2 workshops we introduced brandmapping and the brandmodel to find out Fareast’s status quo, followed by their core values competences. Great input showing their qualities and worldwide ambitions. To help them with that, we had to work on their new logo and its international radiation. Several Chinese design companies have been working on it already, but did not meet Fareast’s requirements. Based on the outcomes of these workshops, we worked out a presentation and storyline to be able to present Fareast’s new logo, icon and its radiation the next morning. We made the brand new ‘one design’ racer Fareast 31R subject of the global launch; its design was one of the elements of the new logo. Only by getting the logo and icon accepted in just a few days, we were able to build on that solid foundation for all the marketing communication elements that needed to be designed, and above all, the upcoming Shanghai boat show. Product naming, To make sure that the Fareast products are recognized worldwide, it is important to choose a product naming that is not confusing but clear, recognizable, and can be used all over the world. There for we proposed to distinguish several levels (company, business lines, category’s and products), combine the length with the characteristics of the products and also to use capitals at product level.
- 6. Working out details ‘workingtogether and respect each other’ Brand- marketing materials, We brainstormed and prioritized several marketing communication elements; stand design, four yachting brochures with separate fact sheets, logo variants, stationary, promotion sail, hull stickers, flags, banners, new clothing line, press launch and invitations. Stand design, We only had a short time frame in Shanghai and agreed upon a pragmatic working method to mutually agree on all designs, delegate operational things to local agencies, but still keep control over the art direction and designs. We decided to invite a local stand building company (non English speaking) to sit with us and create the new stand design ‘on the fly’ in 6 hours. They built it accordingly, with great success. Brochures, The unique sales brochures were carefully designed to radiate the strengths of Fareast and their yachts. The selected images, company information, sailing characteristics, the high quality design, and the technical details give the reader a necessary insight. Tagline, The old tagline “Passion starts here” have been representing a very successful decade for Fareast. In the close cooperation with Fareast management, we could really feel their dreams, beliefs and values, and came up with the new tagline “Unlimited innovation”. This tagline will strongly represent Fareast at his best in the near future.
- 7. CLIENT RECOMMODATION It wasa hectic and intensive 10 days with sincere collaboration that led to great deliverables and even greater fellowship and mutual trust. “they have done so many things in such short time” Ms Demolar Du (President of Far East) “one great caring, dedicated family” Mr Lu Weifing (General Manager of Far East) “without your help, we would not have succeeded. Thanks!” Ms Ellen Jiao (Manager international relations) “It was 100% perfect!” Maarten Voogd (Yacht designer of Simonis – Voogd) “this is what I need and can work with” Matt Wake (US distributor)
- 8. CONTACTS As a teamwe operate decisively in international environments, delivering top results fast, in dynamic and complicated new business development projects. Together with our clients, we create a highly productive setting in a structured, but flexible manner. BIZZGUERRILLAS Rob Dekkers +31 (0)6 4624 0696 E-mail: rob@bizzguerrillas.com www.bizzguerrillas.com FEEB Branding Design Taco Faber +31 (0)6 221 00 218 E-mail: info@feeb.nl www.feeb.nl Rob Dekkers Management consultant in New Business Development Taco Faber Art director in Branding Design Rob is a hands-on enabler to get things done and a result-driven connector of people, ideas, concepts business; managing the business and driving it to success. Taco is a highly pragmatic professional with a great eye for detail in forming (brand)strategy’s, concepts, storytelling and graphic designs. • New business development boosting • Creativity strategy sessions • Conceptualization of ideas translating into sound roadmaps and (project)plans • Program/Project Management • Strategy, organization process optimization • Change Management • Art Direction and Brand management • Corporate identity design • ew concepts and extraordinary N design projects • Online and offline design • Identity implementation Management
- 9. MAIN RESULTS Old logo Newlogo 80mm 400mm Design Simonis - Voogd Length overall 5,80 m Length hull EASY PERFORMANCE CRUISER Comfortable daysailer Room 209 5,15 m 2,20 m Draft max Mainsail Area The cockpit is spacious and ergonomically optimized to offer good handling and safety. The deck gear is all in the right place for quick and easy handling as all lines are controlled from the cockpit. SHANGHAI FAR EAST BOATS CO., LTD. 5,61 m Length waterline Beam The FAREAST 18 finds her origins in FAREAST 26, but has little intention to remain in the shadows of her bigger sister as she has just as much potential of her own. Her characteristics include high stability and good performance, even in light winds. Focus Business Center 1,20 m CE certified Class Displacement No.2468 Gudai Rd 650 kg Ballast 280 kg Minhang District, 13,10 m2 Jib area 8,90 m2 Asym. spinnaker area 28,20 m2 Shanghai, P.R.China 201100 C Company name Mr. Peter English Streetname 123 1234 AB City name This small yacht is easy and quick to rig and also simple to take along on a trailer behind the car. The lifting keel and the removable transom-hung rudder enable this easy transport. The boat has been designed for the family sailor who wants a good day’s sailing, but is also suitable for a crew of racing enthusiasts. The relatively large cockpit seats four sailors with ease. The cabin has ample storage space and three berths. The interior is neat and tidy while the stylish windows make the interior light with an airy open feel to it. For High-end full color printing For high-end Monofilm EASY PERFORMANCE CRUISER For Low-end monofilm 5,80 m Length hull The FAREAST 18 finds her origins in FAREAST 26, but has litintention to remain in the shadows of her bigger sister as she has just as much potential of her own. Her characteristics include high stability and good performance, even in light winds. The cockpit is spacious and ergonomically optimized to offer good handling and safety. The deck gear is all in the right place forand easy handling as all lines are controlled from the cockpit. 5,61 m Length waterline 5,15 m Beam 2,20 m Draft max 1,20 m Displacement This small yacht is easy and quick to rig and also simple to take along on a trailer behind the car. The lifting keel and the removable transom-hung rudder enable this easy transport.The boat has been designed for the family sailor who For High-end day’s sailing, wants a good but is also suitable for a crew of racing enthusiasts. full color printing The relatively large cockpit seatsfour sailors with ease. The cabin has ample storage space and three berths. The interior is neat and tidy while the stylish windows make the interior light with an airy open feel to it. For high-end Monofilm COMPACT PERFORMANCE RACER For Low-end monofilm Design Simonis - Voogd Length overall Comfortable daysailer Phone +86-21-67 28 59 77 Fax +86-21-67 28 59 76 info.fareastboats.com www.fareastboats.com Design 650 kg Ballast 280 kg Mainsail area 13,10 m2 Simonis - Voogd Length overall 5,80 m Date Our reference Your reference Page 4 April 2013 123-456 ABC/234,54 1 Length hull The FAREAST 18R is well balanced and designed for competitive sailing. The cockpit design is spacious and ergonomically optimized for quick and efficient sail handling. The deck gear is all in the right place for quick and easy handling as all lines are controlled from the cockpit. The lifting keel and the removable transom-hung rudder make for easy transport by trailer and with the FAREAST 18R being easy and quick to rig, participating in regatta’s at different locations becomes both cost efficient and easy to do. 5,61 m Length waterline 5,15 m Beam COMPACT PERFORMANCE RACER Performance daysailer 2,20 m About 1,20 m Praesent adipiscing. Phasellus ullamcorper ipsum torrumpy rutrum nunc. Draft max Displacement 650 kg Ballast 280 kg Mainsail Area 13,10 m2 Jib area 8,90 m2 Asym. spinnaker area 28,20 m2 CE certified Class C Her large cockpit easily allows for up to 4 racing crew and will be the envy of many sailors on bigger boats with less space. As they say, “dynamite comes in small packages” and the FAREAST 18R certainly fits this description. Jib area 8,90 m2 Asym. spinnaker area 28,20 m2 Design Simonis - Voogd Class C Length overall 5,61 m Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius laoreet. Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel augue. Curabitur ullamcorper ultricies nisi. Nam eget dui. 5,80 m Length hull Dear Mr. English, Performance daysailer CE certified The FAREAST 18R is well balanced and designed for competitive sailing. The cockpit design is spacious and ergonomically optimized for quick and efficient sail handling. Length waterline 5,15 m Beam The deck gear is all in the right place for quick and easy handling as all lines are controlled from the cockpit. The lifting keel and the removable transom-hung rudder make for easy transport by trailer and with the FAREAST 18R being easy and quick to rig, participating in regatta’s at different locations becomes both cost efficient and easy to do. 2,20 m Draft max 1,20 m As they say, “dynamite comes in smallpackages” and the FAREAST 18R certainlyfits this description. 650 kg 280 kg Mainsail area 13,10 m2 Jib area Her large cockpit easily allows for up to 4 racing crew and will be the envy of many sailors on bigger boats with less space. Displacement Ballast 8,90 m2 Asym. spinnaker area 28,20 m2 CE certified Class C Nam pretium turpis et arcu. Duis arcu tortor, suscipit eget, imperdiet nec, imperdiet iaculis, ipsum. Sed aliquam ultrices mauris. Integer ante arcu, accumsan a, consectetuer eget, posuere ut, mauris. Praesent adipiscing. Phasellus ullamcorper ipsum rutrum nunc. Nunc nonummy metus. Vestibulum volutpat pretium libero. Cras id dui. Aenean ut eros et nisl sagittis vestibulum. Nullam nulla eros, ultriSHANGHAI FAR feugiat, pede. Sed lectus. Donec mollis hendrerit risus. Phasellus cies sit amet, nonummy id, imperdietEAST BOATS CO., LTD. nec sem in justo pellentesque facilisis. Etiam imperdiet imperdiet orci. Nunc nec neque. Phasellus leo Room 209, Focus Business Center dolor, tempus non, auctor et, hendrerit quis, nisi. No.2468 Gudai Rd, Minhang District, Demolar Du President Sincerely, MP 137 0186 7632 Jiangsu Far East Boats Co.,Ltd. Shanghai Sailing Club Director Units of Shanghai Sailing Sports Association Director Units of Fujian Yachting Association Director Units of Zhejiang Yachting Association Director Units of Jiangsu Yachting Association Your Name Function Shanghai, P.R.China 201100 Tel: +86-21-67 28 59 77 Fax: +86-21-67 28 59 76 demolar.du@fareastboats.com www.fareastboats.com encl. use this only for encloseres Legal notes: Integer ante arcu, accumsan a, consectetuer eget, posuere ut, mauris. Praesent adipiscing. Phasellus ullamcorper ipsum rutrum nunc. Nunc nonummy metus. Vestibulum volutpat pretium libero. Cras id dui. Aenean ut eros et nisl sagittis vestibulum. Nullam nulla eros, ultricies sit amet, nonummy id, imperdiet feugiat, pede. Sed lectus. Donec mollis hendrerit risus. SHANGHAI FAR EAST BOATS CO., LTD. Room 209, Focus Business Center No.2468 Gudai Rd, Minhang District, Ellen Jiao Overseas Sales Manager MP 186 2193 5526 Shanghai, P.R.China 201100 Tel: +86-21-67 28 59 77 Fax: +86-21-67 28 59 76 demolar.du@fareastboats.com www.fareastboats.com SHANGHAI Demolar Du President Co.,Ltd. East Boats Jiangsu Far Club Shanghai Sailing Association Sailing Sports of Shanghai Association Director Units of Fujian Yachting Director Units Yachting Association of Zhejiang Association Director Units of Jiangsu Yachting Director Units FAR EAST BOATS CO., LTD. Center Focus Business Room 209, District, Rd, Minhang No.2468 Gudai 201100 Shanghai, P.R.China 7 28 59 77 Tel: +86-21-6 7 28 59 76 Fax: +86-21-6 tboats.com demolar.du@fareas com www.fareastboats.