Role

Art Director
Graphic Designer

Illustrator:
Bernice Wong

As the festival grew, so did its audience. Taiwanese and non-Taiwanese, longtime members and first-timers, people who came for the sport and for the community. The old identity no longer reflected that range. The rebrand needed to hold everyone without leaning too heavily on cultural references that only some would recognize, and without losing the Taiwanese spirit that made it worth coming back to.

In Taiwan, sports day is a yearly tradition from elementary through high school. It’s a day when friends and rivals join the same team, the usual rules are relaxed, and everyone can just have fun. That sense of carefreeness, belonging, and freedom to play became the heart of the new identity. It’s not just about nostalgia, but about letting adults reconnect with that feeling and reminding them it’s still possible.

The three main colors of the identity—red, green, and blue—come from the school track and fields found all over Taiwan. Using these colors connects the identity to Taiwa
nese culture in a way that feels natural. Other colors add even more energy, making the look vibrant, sporty, and lively for today.

The typography and illustrations are inspired by the idea of adults drawing freely, without worrying about being judged. The doodles are a bit silly but honest. They show that everyone is welcome, and no one has to take themselves too seriously to belong.

The final identity feels warm, open, and grounded. It brings in Taiwanese culture in a way that welcomes everyone, but still keeps its meaning. This visual language is made for a community that is still growing and learning together what it means to show up and play.