Description:

New Taipei Kings are a brand new professional basketball team, who have entered Taiwan's P-League.

In April 2021, DesignStudio APAC partnered with the teams founding partners to build the story, strategy and brand to bring the New Taipei Kings into the league for the first time.

We immersed ourselves into Taiwanese culture, sporting habits, domestic and international basketball culture to quickly and deeply understand the space we were moving into.

The NTK leadership team, believe that success comes on and off the court, they were building a new team to represent the 29 districts and 4.1 million people of New Taipei City.

Working closely with the core NTK team, we developed a strategy, behaviours, story, manifesto and tone of voice to bring their ambition to life. Built around the rousing brand idea 'Crown The City' an emotional rallying cry to build a team, a spirit and brand which the city and its citizens can be proud to be part of.

The brand system has the team's core brand mark at the centre, an energetic interpretation of a crown. The teams colours draw connection and inspiration from Chinese royalty. Yellow has historically been the colour of emperors and regality. Setting up the teams as Kings of the court.

Building a brand for a sports team, its environments and community presented some incredible opportunities.

We built a flexible system of primary, secondary and tertiary brand marks so that the brand could arrive in diverse yet consistent ways across kits, merchandise, spacial and comms.

We built a brand system flexible enough to work on a jumbotron, a ticket, a banner or a social post. Dynamic typography evokes the speed, energy and passion with which players move across the court.

Community empowerment is at the heart of who NTK are, so we created district logos to represent the 10 most populous districts of New Taipei City. Giving the fans and their communities a stake in the brand.

Lastly we designed everything the team needed for launch and game day, from a full suite of jerseys and shorts, training kist, cheerleader uniforms and merchandise, to a brand film played at the start of games, marketing and media kits for every channel right through to spacial and stadia design.

NTK Jumbotron / Brand film
https://vimeo.com/724788765/f4f8545989

NTK ball design intro
https://vimeo.com/725142123/49f3c31aee

NTK Brand System
https://vimeo.com/725142333/e81a9fa283

NTK Court Design
https://vimeo.com/725142497/923edba420

NTK Crown Teaser
https://vimeo.com/725142904/2fe1b0f8dd

NTK Logo Animation
https://vimeo.com/725143445/e9042a730d

NTK Press Launch
https://vimeo.com/725143687/3e186217bb

NTK PR
https://vimeo.com/725144404/7bf3dcba6f