Shanghai Fareast showcase (China)

Taco Faber Rob Dekkers

Global corporate identity story

2013

FareastShanghai, ChinaYacht manufacturer

The Fareast showcaseResult of a 10 day business trip to Shanghai and 2 weeks in the Netherlands.

The Fareast adventureThis 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

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.

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

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.

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.

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)

Taco FaberArt director in Branding & Design

CONTACTSAs 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 DekkersManagement 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 218E-mail: [email protected]

BIZZGUERRILLAS

Rob Dekkers +31 (0)6 4624 0696E-mail: [email protected]

80mm

400mm

Dear Mr. English,

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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, ultri-cies sit amet, nonummy id, imperdiet feugiat, pede. Sed lectus. Donec mollis hendrerit risus. Phasellus 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 NameFunction

encl. use this only for encloseres

Company name Mr. Peter EnglishStreetname 1231234 AB City name

Our reference123-456

AboutPraesent adipiscing. Phasellus ullamcorper ipsum torrumpy rutrum nunc.

Your referenceABC/234,54

Page1

Date4 April 2013

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SHANGHAI FAR EAST BOATS CO., LTD.

Room 209Focus Business CenterNo.2468 Gudai RdMinhang District,Shanghai, P.R.China 201100

Phone +86-21-67 28 59 77 Fax +86-21-67 28 59 76info.fareastboats.com

www.fareastboats.com

Ellen JiaoOverseas 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 77Fax: +86-21-67 28 59 76 [email protected]

Demolar DuPresident MP 137 0186 7632

Director Units of Shanghai Sailing Sports AssociationDirector Units of Fujian Yachting AssociationDirector Units of Zhejiang Yachting AssociationDirector 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 77Fax: +86-21-67 28 59 76 [email protected]

Demolar DuPresident

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

[email protected]

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 CRUISERComfortable 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.

This small yacht is easy and quick to rig and also simto 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.

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 forand 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 RACERPerformance 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 smallpackages” and the FAREAST 18R certainlyfits 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