PROJECT
DAIDOGEI WORLD CUP in SHIZUOKA
Branding for Asia's largest street performance festival.
WHY
Shizuoka is home to the world’s largest festival.
Daidogei World Cup in Shizuoka is a street performance and performing arts festival held every November. As the branding director of Shizuoka City’s concept for “On Stage Shizuoka,” we decided to work on branding Shizuoka’s largest festival. Daidogei World Cup has been popular with its residents as an event to mobilize around 1.6 to 2 million spectators in less than a week. It can be said that this is one of the most unique street performance festivals in the world. However, its popularity overseas was never great.
In collaboration with students, volunteers, and other supportive citizens of the event, we wanted to appeal the potential of one of the biggest international festivals in the world of street performers from various fields. We questioned what kind of branding was necessary to promote the potential of one of the world’s best festivals in Japan.
HOW
Creating consistent branding by collaborating with local students.
To show this event to the world as a street performance festival, holding the potential to attract the audience of the Edinburgh International Festival, we re-designed the traditional logo that written initially in Western notation to incorporate kanji. The purpose is to spread the Japanese word “Daidogei” to the world as an international Japanese word alongside words such as “kimono” and “sushi.”
We held a competition aimed at local students, where were conducted workshops in advance to share mood boards and set key colors, to produce the key visual for this festival. With the students’ works designed with a certain tone, we achieved a consistent visual development. Furthermore, we are proving the festival’s size and capacity taking place in a short period of one week. We are now working on fact checks with various measures to apply for the Guinness Book of World Records.
INFORMATION
- What
- DAIDOGEI WORLD CUP in SHIZUOKA
- When
- 2019
- Where
- Shizuoka City, Japan
- Client
- Daidogei World Cup Executive Committee
- Scope
- Design strategy / Branding / VI / Packaging / Poster / Event / Motion Logo
CREDIT
- Art Direction
- NOSIGNER (Eisuke Tachikawa)
- Graphic Design
- NOSIGNER (Tomoro Hanzawa)
- Collaboration
- Winners from Shizuoka Design College
SHIZUOKA DESIGN COLLEGE (Mirai Miyamura, Haruka Suzuki, Wakana Oishi, Chiaki Oguri)
