Interim presentation

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 From our audit and talking with Jerry, we recognised there was a huge opportunity to focus on the history of Cuba street. As Gerry stated, this is a festival which could only take place on cuba st, it wouldn’t work in the middle of Ponsonby for example and we really wanted to emphasise this importance.However when talking with Andrew, he reminded us of the weirdness and wackiness of cuba dupa and how we needed to find a way to flip that on its head, which is how we came to our central brand essence

In this initial conceptual stage, we wanted to connect to history and so opted for a clock to be symbolic of this. However, after producing these concepts, we felt that when abstracted out, it didn’t maintain this meaning.

Which lead us onto exploring other ways we could convey the history of cuba street and came up with the idea for the alternative histories, we  notice that cuba street gets divided into 7 different zones for cuba dupa, so we opted for 7 different points in cuba streets history to flip on its head and become the theme for that zone. For example, one of the points spoken about in the history was the mass reclamation of land that took place. We then flipped this and thought about what if the land had never been reclaimed, and therefore created an under the sea theme. It was these zones which helped to inform our next round of concepts for the logo..

We started by outlining the map and quickly realised that we could still maintain the aspects of the original logo that we really liked, particularly the text, but we could also incorporate the colour palette which Cato had developed. This leading us to..

This design. Visually its quite similar to the original logo which is what we have intended to do. We feel the re brand which recently happened in 2020 has built more of a brand around cuba dupa and has added a unique modern personality around this festival. We feel fully rebranding Cubadupa for 2021 could confuse the public and weaken its modern statement, so we have decided to explore the existing logo and add additional qualities.  By adding the coloured map aspect, we can easily draw our reimagining history theme from it, whilst also allowing it to be easily adaptable for the coming years. We expanded this further by also creating…

We have created a wayfinding system through the logos itself. This logo is interchangeable as the blocks can be changed out for images or objects etc. Its also something that can be used throughout the festival for navigation to create some order in this beautifyl chaos. This was an opportunity we  identified during our audit which could increase the overall experience of the festival.

In order the effectively catch the attention of our audience we wanted to continue with the beautiful caos approach of modernising cubadupa. We have done this by increasing cubadupa animation feed for social media and public spaces.

For pushing our project further we will be focusing on developing our social media strategy. This will be through promotional videos that could interrupt instagram stories as well as developing a stronger social media feed ascetic. We would like to create beautiful chaos in a colour coded gridded feed as well as adding additional promotional content such as posters that could be printed or shared digitally.