African Day Parade NYC (New York, NY) is an event that celebrates the richness, cultural diversity, and history of the African Diaspora in the most cosmopolitan city of the world. Our strategy and discovery provided a rebirth of a dying organization and event that meant a lot for so many people.
Projects
Case Study 6
African Day Parade NYC
Overview
Design Explorations
The Challenge
For two years, 2012-2014, ADPF Founder and Organizing Committee tasked us to develop online content, website, flyers, and marketing strategy to increase the numbers: volunteers, sponsors, and participating organizations (floats).
- Develop content to improve marketing and online presence.
- Develop Strategy for sponsorship and endorsement of events.
- Design and deliver branding elements: new logo concepts, including flyers and photography.
The Solution
Having seen an opportunity in the Big Apple, our founder and design lead requested for images in order to create a vision for the flyer. Several meetings and works were conducted at crunch-time because the parade was running out of time (and support).
- Design a flyer with African Imagery that will represent the “face” of the parade.
- Create online content – facebook, twitter, YouTube – to market the parade with young people.
- Collaborate with founder and volunteer committee to increase enthusiasm and participations.
The Result
New York City is home to huge population of immigrants, cultural diversity, and big-buzz. Africa (African Diaspora) are known for their rich cultural displays, positive energy, and abundant talents. Our founder and lead strategy for ADPF “blended” the two concepts through good design, content and strategic planning.
- Significant increase (80% pls from previous data) for online and off-line participants.
- Increased enthusiasm after logo and flyers designs were distributed to communities.
- By all accounts, 2012-2014 was the largest African youth participation of any event within the five boroughs (NYC).
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