EVENTS: Preakness Celebration [Branding]

Attractions, Events & Fundraisers

Preakness Celebration Rebranding

Getting Preakness Celebration’s

Brand Identity Back On Track

AZER Creative is an award-winning team of experienced creative professionals and partners providing clients with the Smart Creative Solutions they need to succeed. Visit AzerCreative.com or email azer@azercreative.com

Attractions, Events & Fundraisers

Preakness Celebration Rebranding

What is the Preakness Celebration?

Preakness Celebration is a non-profit organization established to create and promote a unique series of fun and diverse events that enhances the Preakness, engages the community, entertains residents and visitors alike, and generates positive economic impact to the city, region and state.

AZER Creative is an award-winning team of experienced creative professionals and partners providing clients with the Smart Creative Solutions they need to succeed. Visit AzerCreative.com or email azer@azercreative.com

Attractions, Events & Fundraisers

Preakness Celebration Rebranding

Background & Situation Analysis

1991

1993

1995

1996

1999

2001

For more than a decade, the Preakness Celebration had lived in the shadow of the Preakness Stakes – the second Jewel in the horse racing’s triple crown.

As a result, the brand for this series of citywide events has generally felt more like a professional sporting than it did a fun festival with broad community appeal.

Further compounding the problem, donated efforts from pro-bono agencies felt disconnected from one another and did not help to build any brand equity from one year to the next.

AZER Creative is an award-winning team of experienced creative professionals and partners providing clients with the Smart Creative Solutions they need to succeed. Visit AzerCreative.com or email azer@azercreative.com

Attractions, Events & Fundraisers

Preakness Celebration Rebranding

Product Offering and Positioning: Preakness Celebration

Event Line-Up Preakness Parade Preakness Pavilion Hot Air Balloon Festival Hot Air Balloon Glow Pee Wee Preakness Miller Lite Nights & Concert Series • Schooner Race • 5K Walk / Run • Crab Derby • • • • • •

Unlike Preakness Stake’s professional sporting event feel meant to appeal to racing enthusiasts, Preakness Celebration events have broader consumer appeal and a community festival feel.

AZER Creative is an award-winning team of experienced creative professionals and partners providing clients with the Smart Creative Solutions they need to succeed. Visit AzerCreative.com or email azer@azercreative.com

Preakness Celebration Rebranding

Attractions, Events & Fundraisers

Branding and Marketing Audit Upscale Appeal

SOLUTION Develop new identity that better conveys the sense of a familyfriendly, fun festival for the festival

Sporting Event

Community Festival

PROBLEM Current & previous designs had more of a professional racing and sporting feel Mass Appeal

Findings: working with key stakeholders, the team reviewed previous efforts & identified a clear disconnect between the community festival event line-up and the professional racing feel of prior branding initiatives.

AZER Creative is an award-winning team of experienced creative professionals and partners providing clients with the Smart Creative Solutions they need to succeed. Visit AzerCreative.com or email azer@azercreative.com

Attractions, Events & Fundraisers

Preakness Celebration Rebranding

SOLUTION: A New Brandmark that Says Family FUN & Community Festival!

PREVIOUS LOGO with More Upscale Sporting Event Appeal

NEW LOGO with Mass Appeal and Community Festival Feel.

Realigning the Brand: a new brand identity and mark was created that was more inline with actual event experience of being a community festival with broad appeal.

AZER Creative is an award-winning team of experienced creative professionals and partners providing clients with the Smart Creative Solutions they need to succeed. Visit AzerCreative.com or email azer@azercreative.com

Attractions, Events & Fundraisers

Preakness Celebration Rebranding

SOLUTION: A Cohesive Branding and Graphics System to Connect All Events Preakness Parade

5K Walk and Run

Pee Wee Preakness

Schooner Cruise/Race

Hot Air

Hot Air

Balloon Festival

Balloon Glow

Improve Brand Continuity: with a more cohesive branding and graphics system that can be easily customized as the event line-up continues to evolve.

AZER Creative is an award-winning team of experienced creative professionals and partners providing clients with the Smart Creative Solutions they need to succeed. Visit AzerCreative.com or email azer@azercreative.com