Eddie Aikau Event Rebrand
Logo & Brand book
Overview
The branding of an event can have a lasting impact on its success and legacy. I rebranded a popular surf competition in Hawaii. Through this rebrand, I created a new logo and brand standards along with other promotional assets. I performed extensive research on competition, existing collateral, and anything else that could help me distinguish a brand. I was given the freedom to choose any event I wanted and work with it throughout the project. I was tasked with creating a logo and then building a full brand and style guide booklet to promote the new branding, and provide guidelines for any future media. Within the booklet, I covered specific uses of the logo, brand colors, target audiences, brand assets, and more.
Process
The Event that I chose to rebrand is a surfing competition held in Hawaii called the Eddie Aikau Big Wave Invitational. I chose this event because of the inconsistencies within the current branding as well as the potential that the branding for the event could have. This event is more of a community event compared to its competition and it is also in honor of the late iconic lifeguard Eddie Aikau. I decided to use this to my advantage when doing the branding because these traits set the event apart from the competition. Eddie Aikau, who the event is named after, was a well know North Shore lifeguard who was known for his bravery and adventurous surf style in the 70s. Some of the styling and color palettes were inspired by 70's references to honor that. Because the event is in honor of Eddie, the final logo I designed is a depiction of a common funerary ceremony held within the surfing community to pay homage to surfers who have passed away. I created sketchy design assets to combat the usual sleek surf competition assets that were seen with the event's competitors. The event is community-based, so for the branding, I wanted to create something inviting and representative of Hawaiian life that honors Eddie Aikau. For the collateral items like the poster and promotional video, and social media, I chose colors and tones that would stand out from the competition and highlight the community and vintage aspects of the surf event.
Research
Mindmap, Competition, Existing Content
Logo Sketches
30 Logo Sketches (I concepted off of 26,17,23, and 25)
3 Refined Sketches
Final Logo
Vertical Logo
Logotype
Mark
Brand Booklet
Promotional Poster Sketches
Final Execution
Social Media Post
Promotional Video
This rebranding was created for a class project, with no affiliation to the event.
All images, logos, products, videos, and other copyrights or trademarks featured, mentioned, or referred to within the project are the property of the event. The use of the trade name, copyright, or trademark in my student portfolio is for identification and reference purposes only and does not imply any association with the copyright or trademark holder of their product or brand. My work is not affiliated, associated, authorized, maintained, sponsored, endorsed by, or in any way officially connected with these copyright or trademark holders. This event does not sponsor or endorse any of the shown work. I declare no affiliation, sponsorship, nor any partnerships with any copyright or trademark holders.
