Short pitch of role and results of assignment for Shanghai Fareast Boats (China)

1. Fareast
Shanghai, China
Yacht manufacturer
Global corporate identity story
2013
The Fareast showcase
Taco Faber
Rob Dekkers
Result of a 10 day business trip to Shanghai
and 2 weeks in the Netherlands.

2. Introduction
The Fareast adventure
This document describes in short the clients background, the challenge, our
approach and the results in a 4 week period.
Client: Shanghai Fareast Boats CO., LTD. was established in ‘02 and quickly
became the biggest official Optimist builder in the world licensed by ISAF.
Other small sailing crafts followed. Together with world famous yacht
designers of Simonis-Voogd, they are now lining up with keel yachts between
18 and 54 feet including (high performance) cruisers, one design racers
and catamarans. Fareast is ready to conquer the world as the only highly
professional manufacturer of (keel) yachts, (race) ribs and smaller boats.
Assignment: Fareast had a big launch coming up for their new yachting line
and had to present a new brand image to the world, on the China International
Boat Show in Shanghai April 10th 2013. We arrived in Shanghai at March 13th
Results: New logo and corresponding branding strategy & marketing materials
including stand design, brochure line and stationary.
Team: Taco Faber (Art director in branding & design) and Rob Dekkers
(Management consultant in New Business Development); both specialized
in dynamic, complicated projects, delivering fast results in international
environments.

3. Fareast
‘Deliver high quality and great design’
THE CHALLENGE
Fareast products
-production hall
-quality control
-cutting through the water
After all the great successes last decade, it was a good moment to re-assess
Fareast’s strong values and competencies in order to strengthen their identity
for the next decade. The upcoming Shanghai boat show became their moment
of truth and we had no time to lose. Quick, pragmatic but meaningful action
was on top of our minds.
Fareast found to have high worldwide ambitions; creating a great caring
company to work for and dreaming to design & build the new America’s Cup
yacht in the future.
Our main (branding) challenge: “how to bridge the gap in client perception of
‘made in China’ products, while Fareast is a highly sophisticated company that
exceeds ‘German quality’ and still can maintain a very acceptable price level.”
All with the right radiation and worldwide recognition. Apart from the branding
challenge, it was a major challenge how to manage and produce all this in such
a short period of time.

4. Team up
‘working together and respect each other’
OUR APPROACH
Flexible as we are, we radically had to change our prepared structured project
plan as soon as we arrived. A pragmatic approach with daily adjustments and
re-planning was more the rule than the exception.
In order to manage the overall process and keeping track of the tight deadlines,
we had to take the lead amongst all new ideas and initiatives. That demanded
great flexibility and long hours work from our site. This dedicated commitment
and together with the great teamwork with Fareast’s management, we were
able to deliver so much high quality deliverables day in, day out.
Though the basics in our approach stayed the same;
- listen carefully and share knowledge
- overcoming language barriers, cultural backgrounds and gaining confidence
- organizing several workshops to gather the right input
- balanced management involvement during the development of the results
for acceptance and get the most out of the potential impact radiation
- focus on the bigger picture and guide client through the dynamic process
- open minded, ‘just do’ mentality, pro-active, be creative, team up

5. Breakout sessions
‘Get acquainted and trusted’
DETAILED ELEBORATIONS
Branding, In the first 2 workshops we introduced brandmapping and the
brandmodel to find out Fareast’s status quo, followed by their core values
competences. Great input showing their qualities and worldwide ambitions.
To help them with that, we had to work on their new logo and its international
radiation. Several Chinese design companies have been working on it already,
but did not meet Fareast’s requirements. Based on the outcomes of these
workshops, we worked out a presentation and storyline to be able to present
Fareast’s new logo, icon and its radiation the next morning. We made the
brand new ‘one design’ racer Fareast 31R subject of the global launch; its
design was one of the elements of the new logo. Only by getting the logo and
icon accepted in just a few days, we were able to build on that solid foundation
for all the marketing communication elements that needed to be designed,
and above all, the upcoming Shanghai boat show.
Product naming, To make sure that the Fareast products are recognized
worldwide, it is important to choose a product naming that is not confusing
but clear, recognizable, and can be used all over the world. There for we
proposed to distinguish several levels (company, business lines, category’s and
products), combine the length with the characteristics of the products and also
to use capitals at product level.

6. Working out details
‘working together and respect each other’
Brand- marketing materials, We brainstormed and prioritized several
marketing communication elements; stand design, four yachting brochures
with separate fact sheets, logo variants, stationary, promotion sail, hull
stickers, flags, banners, new clothing line, press launch and invitations.
Stand design, We only had a short time frame in Shanghai and agreed upon
a pragmatic working method to mutually agree on all designs, delegate
operational things to local agencies, but still keep control over the art direction
and designs. We decided to invite a local stand building company (non English
speaking) to sit with us and create the new stand design ‘on the fly’ in 6 hours.
They built it accordingly, with great success.
Brochures, The unique sales brochures were carefully designed to radiate
the strengths of Fareast and their yachts. The selected images, company
information, sailing characteristics, the high quality design, and the technical
details give the reader a necessary insight.
Tagline, The old tagline “Passion starts here” have been representing a
very successful decade for Fareast. In the close cooperation with Fareast
management, we could really feel their dreams, beliefs and values, and came
up with the new tagline “Unlimited innovation”. This tagline will strongly
represent Fareast at his best in the near future.

7. CLIENT RECOMMODATION
It was a hectic and intensive 10 days with sincere collaboration that led to great
deliverables and even greater fellowship and mutual trust.
“they have done so many things in such short time”
Ms Demolar Du (President of Far East)
“one great caring, dedicated family”
Mr Lu Weifing (General Manager of Far East)
“without your help, we would not have succeeded. Thanks!”
Ms Ellen Jiao (Manager international relations)
“It was 100% perfect!”
Maarten Voogd (Yacht designer of Simonis – Voogd)
“this is what I need and can work with”
Matt Wake (US distributor)

8. CONTACTS
As a team we operate decisively in international environments, delivering top results
fast, in dynamic and complicated new business development projects. Together with our
clients, we create a highly productive setting in a structured, but flexible manner.
BIZZGUERRILLAS
Rob Dekkers
+31 (0)6 4624 0696
E-mail: rob@bizzguerrillas.com
www.bizzguerrillas.com
FEEB Branding Design
Taco Faber
+31 (0)6 221 00 218
E-mail: info@feeb.nl
www.feeb.nl
Rob Dekkers
Management consultant in
New Business Development
Taco Faber
Art director in
Branding Design
Rob is a hands-on enabler to get things done
and a result-driven connector of people, ideas,
concepts business; managing the business
and driving it to success.
Taco is a highly pragmatic professional with a
great eye for detail in forming (brand)strategy’s,
concepts, storytelling and graphic designs.
• New business development boosting
• Creativity strategy sessions
• Conceptualization of ideas translating into
sound roadmaps and (project)plans
• Program/Project Management
• Strategy, organization process optimization
• Change Management
• Art Direction and Brand management
• Corporate identity design
• ew concepts and extraordinary
N
design projects
• Online and offline design
• Identity implementation Management

9. MAIN RESULTS
Old logo
New logo
80mm
400mm
Design
Simonis - Voogd
Length overall
5,80 m
Length hull
EASY PERFORMANCE CRUISER
Comfortable daysailer
Room 209
5,15 m
2,20 m
Draft max
Mainsail Area
The cockpit is spacious and ergonomically optimized to offer good
handling and safety. The deck gear is all in the right place for quick
and easy handling as all lines are controlled from the cockpit.
SHANGHAI FAR EAST BOATS CO., LTD.
5,61 m
Length waterline
Beam
The FAREAST 18 finds her origins in FAREAST 26, but has little
intention to remain in the shadows of her bigger sister as she has just
as much potential of her own. Her characteristics include high stability
and good performance, even in light winds.
Focus Business Center
1,20 m
CE certified Class
Displacement
No.2468 Gudai Rd
650 kg
Ballast
280 kg
Minhang District,
13,10 m2
Jib area
8,90 m2
Asym. spinnaker area
28,20 m2
Shanghai, P.R.China 201100
C
Company name
Mr. Peter English
Streetname 123
1234 AB City name
This small yacht is easy and quick to rig and also simple
to take along on a trailer behind the car. The lifting keel
and the removable transom-hung rudder enable this easy
transport.
The boat has been designed for the family sailor who
wants a good day’s sailing, but is also suitable for a crew
of racing enthusiasts. The relatively large cockpit seats
four sailors with ease. The cabin has ample storage space
and three berths. The interior is neat and tidy while the
stylish windows make the interior light with an airy open
feel to it.
For High-end
full color printing
For high-end Monofilm
EASY
PERFORMANCE
CRUISER
For Low-end
monofilm
5,80 m
Length hull
The FAREAST 18 finds her origins in FAREAST 26, but has
litintention to remain in the shadows of her bigger sister as she
has just as much potential of her own. Her characteristics include
high stability and good performance, even in light winds.
The cockpit is spacious and ergonomically optimized to offer good
handling and safety. The deck gear is all in the right place forand
easy handling as all lines are controlled from the cockpit.
5,61 m
Length waterline
5,15 m
Beam
2,20 m
Draft max
1,20 m
Displacement
This small yacht is easy and quick to rig and also simple to take
along on a trailer behind the car. The lifting keel and the removable
transom-hung rudder enable this easy transport.The boat has
been designed for the family sailor who For High-end day’s sailing,
wants a good
but is also suitable for a crew of racing enthusiasts.
full color printing
The relatively large cockpit seatsfour sailors with ease.
The cabin has ample storage space and three berths.
The interior is neat and tidy while the stylish windows make
the interior light with an airy open feel to it.
For high-end Monofilm
COMPACT
PERFORMANCE
RACER
For Low-end
monofilm
Design
Simonis - Voogd
Length overall
Comfortable daysailer
Phone +86-21-67 28 59 77
Fax +86-21-67 28 59 76
info.fareastboats.com
www.fareastboats.com
Design
650 kg
Ballast
280 kg
Mainsail area
13,10 m2
Simonis - Voogd
Length overall
5,80 m
Date
Our reference
Your reference
Page
4 April 2013
123-456
ABC/234,54
1
Length hull
The FAREAST 18R is well balanced and designed for competitive
sailing. The cockpit design is spacious and ergonomically optimized for
quick and efficient sail handling.
The deck gear is all in the right place for quick and easy handling as all
lines are controlled from the cockpit. The lifting keel and the removable
transom-hung rudder make for easy transport by trailer
and with the FAREAST 18R being easy and quick to rig,
participating in regatta’s at different locations becomes
both cost efficient and easy to do.
5,61 m
Length waterline
5,15 m
Beam
COMPACT PERFORMANCE RACER
Performance daysailer
2,20 m
About
1,20 m
Praesent adipiscing. Phasellus ullamcorper ipsum torrumpy rutrum nunc.
Draft max
Displacement
650 kg
Ballast
280 kg
Mainsail Area
13,10 m2
Jib area
8,90 m2
Asym. spinnaker area
28,20 m2
CE certified Class
C
Her large cockpit easily allows for up to 4 racing crew
and will be the envy of many sailors on bigger boats with
less space.
As they say, “dynamite comes in small
packages” and the FAREAST 18R certainly
fits this description.
Jib area
8,90 m2
Asym. spinnaker area
28,20 m2
Design
Simonis - Voogd
Class C
Length overall
5,61 m
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consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius laoreet. Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel
augue. Curabitur ullamcorper ultricies nisi. Nam eget dui.
5,80 m
Length hull
Dear Mr. English,
Performance daysailer
CE certified
The FAREAST 18R is well balanced and designed for competitive
sailing. The cockpit design is spacious and ergonomically optimized
for quick and efficient sail handling.
Length waterline
5,15 m
Beam
The deck gear is all in the right place for quick and easy handling
as all lines are controlled from the cockpit. The lifting keel and
the removable transom-hung rudder make for easy transport
by trailer and with the FAREAST 18R being easy and quick to rig,
participating in regatta’s at different locations becomes both cost
efficient and easy to do.
2,20 m
Draft max
1,20 m
As they say, “dynamite comes in smallpackages” and the
FAREAST 18R certainlyfits this description.
650 kg
280 kg
Mainsail area
13,10 m2
Jib area
Her large cockpit easily allows for up to 4 racing crew and will
be the envy of many sailors on bigger boats with less space.
Displacement
Ballast
8,90 m2
Asym. spinnaker area
28,20 m2
CE certified
Class C
Nam pretium turpis et arcu. Duis arcu tortor, suscipit eget, imperdiet nec, imperdiet iaculis, ipsum.
Sed aliquam ultrices mauris. Integer ante arcu, accumsan a, consectetuer eget, posuere ut, mauris.
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volutpat pretium libero. Cras id dui. Aenean ut eros et nisl sagittis vestibulum. Nullam nulla eros, ultriSHANGHAI FAR feugiat, pede. Sed lectus. Donec mollis hendrerit risus. Phasellus
cies sit amet, nonummy id, imperdietEAST BOATS CO., LTD.
nec sem in justo pellentesque facilisis. Etiam imperdiet imperdiet orci. Nunc nec neque. Phasellus leo
Room 209, Focus Business Center
dolor, tempus non, auctor et, hendrerit quis, nisi.
No.2468 Gudai Rd, Minhang District,
Demolar Du
President
Sincerely,
MP 137 0186 7632
Jiangsu Far East Boats Co.,Ltd.
Shanghai Sailing Club
Director Units of Shanghai Sailing Sports Association
Director Units of Fujian Yachting Association
Director Units of Zhejiang Yachting Association
Director Units of Jiangsu Yachting Association
Your Name
Function
Shanghai, P.R.China 201100
Tel: +86-21-67 28 59 77
Fax: +86-21-67 28 59 76
demolar.du@fareastboats.com
www.fareastboats.com
encl. use this only for encloseres
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id, imperdiet feugiat, pede. Sed lectus. Donec mollis hendrerit risus.
SHANGHAI FAR EAST BOATS CO., LTD.
Room 209, Focus Business Center
No.2468 Gudai Rd, Minhang District,
Ellen Jiao
Overseas Sales Manager
MP 186 2193 5526
Shanghai, P.R.China 201100
Tel: +86-21-67 28 59 77
Fax: +86-21-67 28 59 76
demolar.du@fareastboats.com
www.fareastboats.com
SHANGHAI
Demolar Du
President
Co.,Ltd.
East Boats
Jiangsu Far
Club
Shanghai Sailing
Association
Sailing Sports
of Shanghai
Association
Director Units
of Fujian Yachting
Director Units
Yachting Association
of Zhejiang
Association
Director Units
of Jiangsu Yachting
Director Units
FAR EAST BOATS
CO., LTD.
Center
Focus Business
Room 209,
District,
Rd, Minhang
No.2468 Gudai
201100
Shanghai, P.R.China
7 28 59 77
Tel: +86-21-6
7 28 59 76
Fax: +86-21-6
tboats.com
demolar.du@fareas
com
www.fareastboats.