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
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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