Cuba dupa Brand Research

This is the initial audit that Krista and I did for the areas of communications, behaviours, design, wellington as the creative capital and our initial ideas. 






A lot of this information was derived from Gerry's presentation to us, in which these were the key points I gathered from it: 

Cuba dupa
Diversity
Independent spirit
Community
Creativity
Open access 
Free
Blur the line between performer and audience 
277 acts in 2020
A beautiful disruption 
Intergalactic madness
Circus cabaret zone
120 food vendors
Upper cuba soundsphere - more electronic music, d&b and house music 
Themed weddings and funeral 
Around 20 parades
Spotlight on accessibility 
Cubadupa Forrest in mt Vic
Supacubadupa app - schedules, maps, artists, sponsorship education, event intelligence, audience engagement etc. can deliver push notifications 
Filter all food vendors, filter all music acts, build itinerary etc. 

Surprise, delight & entertain people
New ideas 
New partners
New ways of presenting works
Creative technology 

Expand colour palette
Interruption band was developed from that

Location is essential to cubadupa
Wouldn’t work on Ponsonby road for example, really has that creative atmosphere and can do attitude

An escape from the 9-5 norm
It gets wild and it’s pretty trippy
A celebration of the weird and the wonderful
Bring out your wild side




Ideas that didn’t work:
Drummers can be polarising 
Don’t repeat acts 2 years in a row


From this information and our initial audit, a key opportunity that arose which interested Krista and I, was the lack of Cuba Street History being played on. However when talking to the creative director of Cato, Andrew, he mentioned that Cuba Dupa is a wacky and quirky festival and so we need to take the idea of history and absolutely flip it on its head, thus leading us into the idea of alternative histories. 




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