Tournament of Roses Rebrand
The Pasadena Tournament of Roses is an historic organization, perhaps most notable for its annual New Year’s Day Rose Parade, and its Rose Bowl football game as well. Originally established as a foundation to create awareness of the warm Pasadena climate, for wealthy Easterners looking to escape the winter, the Tournament of Roses has developed into an iconic piece of Americana culture.
My strategy I developed concentrates on the Tournament of Roses’ emphasis on craft. Thus I this new strategy places the Tournament at the intersection of art, innovation, and nature.
Quartz Festival
The Quartz Festival is a brand Extension for the Tournament of Roses, meant to be a summer equivalent to their winter events that happen around New Years Day.
