1. Taco Faber
Rob Dekkers
Global corporate identity story
2013
Fareast
Shanghai, China
Yacht manufacturer
The Fareast showcase
Result of a 10 day business trip to Shanghai
and 2 weeks in the Netherlands.

2. The Fareast adventure
This document 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.
Introduction

3. Fareast
‘Deliver high quality and great design’
Fareast products
-production hall
-quality control
-cutting through the water
THE CHALLENGE
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 together and 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 acquainted and 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
‘working together 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 was a 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. Taco Faber
Art director in
Branding Design
CONTACTS
As a team we 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.
Rob Dekkers
Management consultant in
New Business Development
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.
• 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
Taco is a highly pragmatic professional with a
great eye for detail in forming (brand)strategy’s,
concepts, storytelling and graphic designs.
• Art Direction and Brand management
• Corporate identity design
• New concepts and extraordinary
design projects
• Online and offline design
• Identity implementation Management
FEEB Branding Design
Taco Faber
+31 (0)6 221 00 218
E-mail: info@feeb.nl
www.feeb.nl
BIZZGUERRILLAS
Rob Dekkers
+31 (0)6 4624 0696
E-mail: rob@bizzguerrillas.com
www.bizzguerrillas.com

9. 80mm
400mm
Dear Mr. English,
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a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus.
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consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Pha-
sellus viverra nulla ut metus varius laoreet. Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel
augue. Curabitur ullamcorper ultricies nisi. Nam eget dui.
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nec sem in justo pellentesque facilisis. Etiam imperdiet imperdiet orci. Nunc nec neque. Phasellus leo
dolor, tempus non, auctor et, hendrerit quis, nisi.
Sincerely,
Your Name
Function
encl. use this only for encloseres
Company name
Mr. Peter English
Streetname 123
1234 AB City name
Our reference
123-456
About
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Your reference
ABC/234,54
Page
1
Date
4 April 2013
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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,
Shanghai, P.R.China 201100
Phone +86-21-67 28 59 77
Fax +86-21-67 28 59 76
info.fareastboats.com
www.fareastboats.com
Ellen Jiao
Overseas Sales Manager
MP 186 2193 5526
SHANGHAI FAR EAST BOATS CO., LTD.
Room 209, Focus Business Center
No.2468 Gudai Rd, Minhang District,
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
Demolar Du
President
MP 137 0186 7632
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
Jiangsu Far East Boats Co.,Ltd.
Shanghai Sailing Club
SHANGHAI FAR EAST BOATS CO., LTD.
Room 209, Focus Business Center
No.2468 Gudai Rd, Minhang District,
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
Demolar Du
President
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
Jiangsu Far East Boats Co.,Ltd.
Shanghai Sailing Club
SHANGHAI
FAR EAST BOATS CO., LTD.
Room 209, Focus Business Center
No.2468 Gudai Rd, Minhang District,
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
EASY
PERFORMANCE
CRUISER
Comfortable daysailer
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.
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 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
full color printing
For high-end Monofilm
For Low-end
monofilm
Design Simonis - Voogd
Length overall 5,80 m
Length hull 5,61 m
Length waterline 5,15 m
Beam 2,20 m
Draft max 1,20 m
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
EASY PERFORMANCE CRUISER
Comfortable daysailer
The FAREAST 18 finds her origins in FAREAST 26, but has lit
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.
This small yacht is easy and quick to rig and also sim
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.
tle
ple
Design Simonis - Voogd
Length overall 5,80 m
Length hull 5,61 m
Length waterline 5,15 m
Beam 2,20 m
Draft max 1,20 m
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
The cockpit is spacious and ergonomically optimized to offer good
handling and safety. The deck gear is all in the right place for
and easy handling as all lines are controlled from the cockpit.
quick
COMPACT
PERFORMANCE
RACER
Performance daysailer
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.
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 smallpackages” and the
FAREAST 18R certainlyfits this description.
For High-end
full color printing
For high-end Monofilm
For Low-end
monofilm
Design Simonis - Voogd
Length overall 5,80 m
Length hull 5,61 m
Length waterline 5,15 m
Beam 2,20 m
Draft max 1,20 m
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
COMPACT PERFORMANCE RACER
Performance daysailer
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.
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.
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.
Design Simonis - Voogd
Length overall 5,80 m
Length hull 5,61 m
Length waterline 5,15 m
Beam 2,20 m
Draft max 1,20 m
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
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
Old logo New logo
MAIN RESULTS