Tournament of Roses Rebrand
A tournament for kids, partnered with the Tournament of Roses
Association, the Rose Games will be founded on the principles of
1) fostering the ideals of sports, 2) investing in the future of adolescents
currently inundated with technology, and 3) providing a relevant platform
from which to provide scouting opportunities for talents young athletes
in the city of Pasadena and surrounding areas. This concept came about
through a rebranding conceptual project at the ArtCenter College of Design.
Rose Bowl Stadium
The Tournament of Roses Association hosts the Rose Bowl every New Years Day, and it reaches millions of viewers around the globe. It is a staple part of the Pasadena community to host this NCAA football tournament yearly, which is why the Rose Bowl Stadium will be a monumental and influential space to host the first Rose Games tournament for kids. With such history and inspiration behind it, this tournament
has the potential to be an ongoing yearly event that will inspire children to partake in sports and physical activity both in the Pasadena area and beyond.
Poster Series
The Rose Games will ultimately ignate a new passion for physical recreation and sportsmanship within the next generation. Created using the unique drawings of an eight year old, these sports posters representing the upcoming events of the Rose Games tournament are meant to be different than traditional, bold sports signage.
Playful in nature, the use of children’s drawing are meant to directly relate to the participants and their current level of skillsets, further bringing in an element of relatability and intrique for that age group.
Rose Games Float
The Tournament of Roses Association hosts the Rose Bowl Parade that reaches millions of viewers around the globe. It is a staple of the Pasadena community that has been a part of the city’s attractions since its beginning on January 1, 1890. As a city-wide introduction to the proposed Rose Games, the Rose Games float will be featured in a manner similar to that of the Rose Games obstacle course.
Created using literal children’s toys, the float will be incredibly large in real life with spinning contraptions and giant bouncy balls. The dynamic elements of the float relate directly to the feel and nature of the new brand.
Rose Games Web & Mobile
The Rose Games Web & Mobile devices illustrate how to navigate the information for the Rose Games, while allowing for consumers to book tickets. The website features a home, about, events, schedule, and ticketing information. This allows for any questions about the schedule of the Rose Games to be answered prior to the event.
Meanwhile, the app features the same information on a mobile format, easy to use from any location. Scheduling a day or sport that one’s child would like to participate in the Rose Games on a given day is easily accessible, and pricing covers merchandise and ticketing.
Rose Games Opening
Ceremony Obstacle Course
Proposed initially to begin in July of 2020, The Tournament of Roses Association will launch the Rose Games at the Rose Bowl Stadium and the Rose Bowl Aquatic Center. By implementing these significant locations within Pasadena–one of which has
hosted the Rose Bowl–the Rose Games will be directly linked with The Tournament of Roses Association and generate a name for itself with this affiliation alone.
Merchandise
The Rose Games merchandise plays on the abstract and interlocking elements of the Rose Games obstacle course. Shapes mold together to create twists, turns, and dynamic movement–much like those required in the series of event present throughout the schedule of the Rose Games tournament within the Rose Bowl Stadium.
The Gilbert Color font was carefully chosen due to the fact that the elements of the letterforms themselves appear to be made of children’s blocks, further illustrating the concept of building a foundation of sports and fostering a new love of activity.
