The California Gold • Brand Creation & Launch (ProBono)
4 OCEAN SPORT DISCIPLINES, 28 MILES OF RACING & 1
UNFORGETTABLE DAY TO SUPPORT JUNIOR LIFEGUARDS
& DROWNING PREVENTION
OUR MISSION: The California Gold serves as the premier surf endurance race
in the United States with a mission to raise awareness of drowning while also providing funds to support
Drowning Prevention Programs and Junior Lifeguard Scholarships.
ABOUT THE EVENT: Based on Australia’s ultra-classic Coolangatta Gold surf lifesaving race,
The California Gold is a celebration of ocean athleticism, lifesaving disciplines and supporting our professional surf
lifesaving community. The race comprises 28 miles of 4 ocean disciplines: Surfski, Swimming,
Running and Prone Paddling. The event can be competed in individually or on relay teams.
We will also hold a surfski / outrigger Pier to Pier Race.
ROLES & RESPONSIBILITIES:
BRAND STRATEGY & CREATIVE DIRECTOR (PRO-BONO)
• BRAND & EVENT STRATEGY
• MARKET RESEARCH & ANALYSIS
• IDENTITY DESIGN & DEVELOPMENT
• PACKAGING DESIGN & PROTOTYPING
• MERCHANDISE DESIGN & DEVELOPMENT
• ART DIRECTION
• COPY WRITING
• BRAND & PRODUCT PHOTOGRAPHY
• APPAREL DESIGN & DEVELOPMENT
• EVENT SIGNAGE & ACTIVATION
• INTERACTIVE DESIGN & DEVELOPMENT
• BRAND ADVERTISING
• SOCIAL MEDIA ACTIVATION
• PR & EXECUTIVE OUTREACH
