Teck Resources is Canada’s largest diversified mining company. They were considering corporate sponsorship as a way to give back to the community, boost brand awareness, and position the company as a great place to work. So, as part of their community investment initiative, they chose to sponsor BC Alpine, a community-focused brand that runs athlete development programs and skiing competitions throughout British Columbia. While Teck has a dedicated communications department, they wanted a fresh perspective on their sponsorship activation. The company has a long standing relationship with Red Rocket, and so approached us for help on this project. Teck was looking for a non-corporate presentation of their well-defined brand—something different that would benefit both them, and BC Alpine.
Corporate sponsorship is tricky business. “Getting it right” serves both the sponsor and the organization receiving the funding. Getting it wrong impacts brand perception and the likeability of the organization.
The challenge was to present the Teck Resources brand as relevant and in-touch with its community’s roots across the province. So Red Rocket’s design team got to work and came up with a winning solution.
We researched, conceptualized, and illustrated a technically perfect, stylized downhill racer with multi-coloured ribbons streaming behind. The illustration is colourful and fun, and connected Teck’s corporate brand with kids and local communities. It reflected the brand as an organization on-the-move and dedicated to community engagement.
The ribbons give the skier a sense of motion and flow. From hot to cool, the progression of colours also adds a sense of depth.
This illustration was then woven into all event deliverables:
- race bibs
- course flags
- finish collar banners
- long sleeve shirts
- print ads
Additionally, Red Rocket Creative Strategies designed and managed the manufacture of the gold, silver, and bronze medals, medal lanyard, and race ribbons—both an artistic and technical challenge.
- Design strategy and conceptualization
- Printing management
- Fulfillment: Manufacture of medals, ribbons and athlete garments
By showing off branding in the form of race bibs, gear, and advertising, Teck was able to gain visibility and grow awareness of their sponsorship efforts. The look of the deliverables was carefully designed to reinforce the brand’s values and mission.
Teck received very positive feedback from BC Alpine competitors, parents, and leadership on their presence at the events. A variety of different stakeholders expressed gratitude for Teck’s investment in their sport.
As a result, the Teck Resources brand now has improved recognition in those communities
Teck’s sponsorship went well beyond the initial investment. It continues to evolve its activation to remain connected with the sport, its athletes and the communities where the competitions occur.
For example, each year the athletes’ Long Sleeve T’s are redesigned with a different graphic, which is sponsored by Teck. The athletes are proud to wear the swag.
Red Rocket listened to our business needs and turned the ideas into creative, engaging and effective marketing materials that reached our target audience.
- Patrick Doyle – Teck Resources
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