Project Overview
SCM is a recycled-made jewelry company founded in Minneapolis, Minnesota aiming to bring the Midwest closer to the ocean via its own shark convention event. SCM takes trash from the ocean and converts it into fashionable bracelets that contain a code that allows you to be paired with a tagged shark in the wild. With 35% of earnings also going into shark conservation efforts. SCM values shark and ocean protection above all and the bracelets create a cycle of profits that also go into helping the earth. With their abundance of fame, they want to direct it towards non-profits organizations who take direct action. Their goal is to inform landlocked states about sharks despite being so far away by bringing in experts in the field. Midwest Shark Fest aims to create a fun environment via live speakers that range from serious topics, such as shark finning & overfishing. To more kid friendly ones that bring in shark teeth and life-size inflatable sharks for firsthand learning. The convention will consist of many attractions’ booths with focus information of different topics such as specific species of sharks, the megalodon and other historic shark variants. Different sections of the area will contain selling booths with local artists with ocean inspired items or informational booths with free items to choose from. SCM themselves will have booths as well as Shark Fest itself selling convention merchandise but will not be the focus. Face painting, bouncy houses, crafts, fish touch pools, and mascot meet ups will be available for the kids. Scuba lessons and water sport competitions will be offered for 15+. Shark Fest hopes to create a seasonal event that will create a new mindset over sharks to outcast the negative views the media has put onto them.
Audience profile
Shark Fest targets the shark lovers who live far from the ocean. Distance does nothing to their love. They are eager to see it again. To ease that, they spend time at the nearest aquarium in happiness. They love to watch; they are those who want to do so much more but cannot be on the ocean cleaning it themselves. Despite being far, they are mindful of the waste they create knowing it can get to the ocean one day. Knowing how important the ocean is for the earth and how impactful it is to their lives. They want to have a clean earth for their generations to come. They spend their money on ecofriendly packaged items and donate when they can. These guys get saddened when they hear of another animal getting onto the endangered list and will do anything to prevent that. These shark enthusiasts love to decorate their bathroom in an ocean theme, bringing the ocean any way they can home. In their free time they watch shark documentaries and give their friends and family any shark fact they can. These guys even go as far as correcting their friend when they spread wrong shark’s facts. Their favorite catchphrase is “You’re more likely to die from a cow or a wending machine than from a shark you know!”.
Perception & Tone
The design will be a bright basis feel so that the vendors and speakers can stand out on their own. Even so a spunky energetic kick will be added to its convention items that will make employees, vendors, speakers, and guests differentiated from each other while creating individuality. Painting in the salty oceanic feel of the Midwest.