Visual Strategy Guide Diane Tang
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Visual Strategy Guide This book is to encapsulate the first stage of the design process and begin the narrative of the brand story. It mainly about the brand’s history, mission statement, personas and brand visualization.
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Brand Description
Brand History
20 Competitors
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30 Personas
14 Brand Soul
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18 Mission Statement
Next Vision
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WHO WE ARE
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WHO WE ARE
Brand Description
Six Flags, is an amusement park corporation based in the United States, with properties in the US, Canada, and Mexico. It is the largest amusement park company based on the number of properties it owns, and the fifth-most popular in terms of attendance.
of the commercials, Mr. Six would slowly exit a multi-colored bus, only to start frenetically dancing to the Vengaboys’ “We Like to Party”. The commercials were an immediate hit and Mr. Six almost instantly became the de facto mascot, although he was initially retired after the 2005 season. These ads have become widely parodied on the Internet, with faces from other Internet memes being superimposed over Mr. Six’s face. From 2008 to 2010, Six Flags’ TV ads have a “Fun-O-Meter” in which the beginning of the ad may show some-
In 2004, Six Flags began a series of commercials linking all of the parks. The commercials were notable for a new mascot: “Mr. Six”, an apparently feeble old man in a tuxedo and red bow tie. In many
Roller Coaster in Six Flags (2007)
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thing boring or embarrassing and a man’s face judges it “One Flag!” or sometimes “ Oh! Two Flags!” Then roller coasters and attractions of Six Flags are shown and says “Six Flags, More Flags, More Fun!” for Six Flags parks. However, the thick accent of the Asian man in the original commercials had drawn criticism for being an offensive caricature. In 2009, the Mr. Six character came back from retirement and replaced the Asian man in Six Flags’ ads, still using the Fun-O-Meter.
WHO WE ARE
Different equipments in Six Flags (2012)
Brand Description
Current logo of Six flags
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WHO WE ARE
Brand History
1959 Construction of “Six Flags Over Texas” started in 1960, and the park was opened the next year for a short (45-day) season.
1998 Six Flags Theme Parks, Inc. was purchased in whole on April 1, 1998 from Time Warner by Premier Parks for $1.86 billion. Premier began to apply the Six Flags name to several smaller parks that the company had already owned.
1966 The original park, in Arlington (between Dallas and Fort Worth) was sold in 1966 to a subsidiary of the Pennsylvania Railroad, which was actively pursuing non-railroad investments in an effort to diversify its sources of income. 1992 Tierco acquired the financially troubled Wild World in Largo, Maryland, in 1992 and later changed park’s name to Adventure World.
Original Six Flags train still in operation (2008)
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2008 In October 2008, Six Flags was warned its stock value had fallen below the required minimums to remain listed on the New York Stock Exchange.
2004 In 2004, Six Flags began to close and sell properties in an effort to help alleviate the company’s growing debt.
2010 Six Flags officially emerged from bankruptcy protection as Six Flags Entertainment Corp. on May 3, 2010, and announced plans to issue new stock on the New York Stock Exchange.
2005 On September 12, Six Flags Chief Executive Officer Kieran Burke announced that Six Flags AstroWorld would be closed and demolished at the end of the season.
2016 was a busy year of announcements for the Chain. On January 11, 2016, Six Flags confirmed that they have acquired a spot in China for a new location.
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WHO WE ARE
History Timeline
The original park, in Arlington (between Dallas and Fort Worth) was sold in 1966 to a subsidiary of the Pennsylvania Railroad
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Angus Gilchrist Wynne, Jr. the founder of Six Flags
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1960
The Wild One current roller coaster opened in 1984.
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The Six Flags chain originated in 1959 with the creation of The Great Southwest Corporation by Angus G. Wynne and other investors.
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A PROUD PAST, A THRILLING FUTURE
Six Flags Theme Parks, Inc. was purchased in whole on April 1, 1998 from Time Warner by Premier Parks for $1.86 billion. Premier began to apply the Six Flags name to several smaller parks that the company had already owned.
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1990
1992
Tierco acquired the financially troubled Wild World in Largo, Maryland, in 1992 and later changed park’s name to Adventure World.
On September 12, Six Flags Chief Executive Officer Kieran Burke announced that Six Flags AstroWorld would be closed and demolished at the end of the season.
2005
Joker Coaster new 4-D, free-fly coaster
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2004
2016
In 2004, Six Flags began to close and sell properties in an effort to help alleviate the company’s growing debt.
2016 was a busy year of announcements for the Chain. On January 11, 2016, Six Flags confirmed that they have acquired a spot in China for a new location.
2008 In October 2008, Six Flags was warned its stock value had fallen below the required minimums to remain listed on the New York Stock Exchange.
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OUR HOPES
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OUR HOPES
The Brand Soul
Giving people more quality time with their families and friends. 18
OUR HOPES
The Brand Soul
A PROUD PAST, A THRILLING FUTURE Today, Six Flags has dedicated itself to setting the standard for theme park entertainment. Our 18 theme and water parks across North America are better than ever, offering today’s families and teens a complete one-stop diversified entertainment destination, from industry-leading thrill rides to water attractions, themed areas, children’s areas, parades, concerts and shows, restaurants, games and merchandise outlets. Our licensing agreement with DC Comics and Warner Bros. Consumer Products allows Six Flags the exclusive theme park rights to many of the world’s greatest cartoon characters and super heroes, from Bugs Bunny
and his Looney Tunes friends to DC Comics Super Heroes BATMAN, ROBIN, THE GREEN LANTERN, WONDER WOMAN and THE FLASH, enabling Six Flags to offer our 29 million guests a full character program, including character meet and greets, meals, photograph and autograph opportunities and new retail options. As the largest regional theme park company in the world, Six Flags looks forward to continuing to provide families and guests of all ages with the best and most diverse entertainment experience they can find close to home.
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OUR HOPES
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Mission Statement
Our mission is to bring the world more fun and offer every family more quality time and adventures. 21
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COMPETITORS
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COMPETITORS
Current Competitors
Most of the current competitors would be amusement parks. Families can spend the whole weekend playing, eating even living there.
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People only find their fun in summer with playing with water. Unlike Six flags, you can go there every seasons.
Golfland Entertainment Centers are a chain of family amusement centers, miniature golf courses, and water parks located in California and Arizona.
Basically it is same as Six flags.
It was the first “themed� amusement park in the United States and the first amusement park created specifically for families with young children.
COMPETITORS
Current Competitors
Compared with Six flags, Disneyland would be too childish because all the things are based on fairy tale. In Six flags, people would have more adventures even adults would enjoy them.
There would not be long line in the park. People love to go there with families. And it is similar with Six flags.
Most of facilities are based on the movies they made which could lose interest of the people never seen the movie before.
In Seaworld, customers can feel the real nature by watching, touching and smelling. However, compared with Six flags, it would be lack of entertainment.
Same as Six flags, Knott’s berry farm owns many kinds of rides. And it has its own food business which is popular.
Aqua Adventure has modern, family-oriented water play facility. However, there is only one park in California.
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COMPETITORS
Adjacent Competitors
Besides of amusement parks, the whole families would go to some other places for weekends.
activity
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All the family members would go there to have some seafood and sit by the beach to enjoy the whole afternoon.
The whole families could go to the flea market at weekends, they also can have amazing food and gifts there.
If it is a rainy day, the families can spend their weekends at home to play some video games with Wii. It is easy to get and both parent and children enjoy it.
“Circus of the Sun� is a Canadian entertainment company. It is the largest theatrical producer in the world. Families could get much fun in there.
COMPETITORS
Adjacent Competitors
space
Parents would take their children to cinema to see a good movie then have lunch or dinner around. It is a easy and casual way to get together.
The whole family would like to go there to see beseball game. To support their favorite team, making kids love sports and learn from the players.
The stores offer bowling, karaoke, arcade games, billiards, darts, ping pong, and food. The whole family could enjoy the indoor activities.
They can have a picnic or barbeque in the park . Playing with their dog, enjoying the fresh air and sunshine.
Shopping at Westfield could be another good choice for the whole families. Every family member can get what they need.
Shopping a Walmart could be another good choice for the whole families. Every family member can get what they need.
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COMPETITORS
Aspirational Competitors
Besides of amusement parks, the whole families would go to some other places or stay at home playing some games for weekends. Get more educational fun.
activity
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As a successful entertainment company, it brings the world a lot of fun and the world full of imagination. And the amazing console games get families together to have fun.
Families could get together sitting in sofa and watching the TV show made by Discovery channel. It is fun and educational meanwhile you do not need to go out.
Families could go there to listen classic music and watch famous artists dancing. It is meaningful and educational for children even for parents.
Lego always inspire people to be more creative. Everyone could find fun with Lego. It brings family quality time.
COMPETITORS
Aspirational Competitors
space
The museum is among the largest museums of natural history in the world, housing over 26 million specimens.
Every Friday night, the Oakland museum would have party just in front of it, there is bands and food trucks. Families can dance and eat together.
The Exploratorium is a public learning laboratory in San Francisco exploring the world through science, art, and human perception.
YBCA features visual art, performance, and film/video that celebrates local, national, and international artists and the Bay Area’s diverse communities.
The museum of Innovation offers a new approach to viewing galleries from a wide variety of different media. The majority of these exhibits is interactive and allows the viewer to engage in the learning experience.
The Children’s Creativity Museum is well known for its hands-on workshops and exhibits which allow youth to produce their own media through various interactive, creative processes.
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PERSONAS
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PERSONAS
Bike Bound Foodie
Mike Thompson · Mike is a 37 year old UC Berkeley alum working as an IT specialist at a top tech firm in San Francisco. · Mike loves sea food., hiking, and camping with his families at weekends. · He has two beautiful children and a production-manager wife Anna. They first met in a hiking club.
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· He often post traveling pictures with families on Instagrams and Facebook. · He loves watching Discovery Channel with his kids. · He enjoy answering any question asked by kids · Mike would read a story book to his kids before their bed time.
PERSONAS
Teenage Girl
Sara Cole · Sara is a 13 year old girl living is Seattle. · She has a happy family including her two younger brothers. · Sara really enjoy when her father come home earlier from work. They like to watch TV together. · She would ask his father to play video games with her.
· She really enjoy when the whole family go to a concert or to a museum. · She is good at math and always curious about the world. · She is proud of her dad and she always ask for advice from her dad. · Sara loves her mom’s cooking and they always share food with their neighbors.
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PERSONAS
Fun-Loving Day Trippers
David Smith and Serena Trainor · David and Serena are a young couple on campus and they are good students. · They would cook at home and explore new recipe.
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· David really enjoying answering the question of Serena which are about science or technology.
· They enjoy to try new technology.
· They love kids, and they are willing to married next year then have a baby together.
· They always spend whole day walking by lake or hiking.
· They enjoy playing video games at home in the weekends.
· They love museums and alway got the student year pass.
· They would go back to each other’s parents’ home to have dinner with them.
PERSONAS
School team Quarterback
Derick Clark · Derick is the quarterback in collage. · He gets up early and jog with his dad.
· They would go to cinema to watch films every Friday night. Or they would watch video together at home.
· He would go AT&T park to see baseball game with families.
· He loves to have a drink with his father at night.
· He loves to play the tennis game on Wii at home with his father.
· He likes to ask his dad for advice.
· He loves gardening with his families.
· Homedeposit would be their favorite place to go.
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PERSONAS
Soccer Mom
Mary Jones · Mary is a 33 year old soccer mom living in San Diego. She has a really happy family. · Her little son is 7 years old this year. Her favorite place is still the Disney Land. Mary also have 2 little boys. And she has to be a house wife to take care of her children. · She always confused where her family should go together to have fun.
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· She does not like her daughter to watch cartoon all day long, she wants to find out more educational TV show · She would take her daughter to piano class. · Every weekends she would take her daughter to the park. · She and her son love to cook together in the weekends.
PERSONAS
Game Designer
Chris Johnson Cris is a 27 year old game designer in San Jose. He is single. · He really enjoy hanging out with his friends
· He wish he could have a family soon. · He enjoys playing video games at home with his friends.
· Each month he and his friends would go to flea market to buy some interesting stuff.
· He go back to visit his parent twice a month and they love to have BBQ in their yard.
· He really loves to go to museum, he can get a lot there.
· He loves to learn how to cook from his mom.
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WHAT SHOULD BE DIFFERENT? 41
NEW VISUAL DIRECTION
Before
Original
Cheesy and Bulky
As the largest regional theme park company in the world, Six Flags provide families and guests of all ages with the best entertainment experience they can find close to home.
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NEW VISUAL DIRECTION New Vision
After
Clean and Playful
In future, Six flags would continue to offer every family more quality time in education, social media and events.
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Visual Strategy Guide Diane Tang
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