New Taipei Kings

Creating a new sports sensation

Created the New Taipei Kings brand as the team entered Taiwan's pro league
Weaved New Taipei City’s community and fans into the story of the Kings
Designed the full launch experience – from brand films to game day jerseys


After a 20 year hiatus, professional basketball had returned to Taiwan. Following a successful inaugural season, Taiwan's pro basketball league – P.League+ – expanded by welcoming two new teams to the fold.

The team behind the newest franchise to the league – New Taipei Kings – needed a new brand strategy and visual identity to bring the team and its mission to life.


The New Taipei Kings are out to disrupt what it means to be a contemporary sports team in Taiwan. From advanced sports science and mental health programs that support their athletes, to the way they engage local communities and inspire and uplift the next generation through their academy.

We worked closely with the key stakeholders behind the team including CEO, Phil Chen; the Taiwanese government and the P.League+ founder and CEO, Charles Chen. Together, we developed a rigorous strategic toolkit to guide the team on their mission and inspire the brand.

Brand strategy

The core of our strategy is built around a rallying cry, a chant and an anthem, ‘Crown The City.' A clarion call to arms for the team, the fans and community reaffirming their determination to uplift and empower New Taipei City, on and off the court.

A comprehensive strategic and messaging toolkit helps the Kings raise their voice, from mission statements and strategic principles to a team story, manifesto and tone of voice guidance. Ensuring their passion, purpose and voice can never be confused for another.

Brand expression

Around this passionate core we built an energetic brand system inspired by the pace of the game. Dynamic typography ensures this spirit is captured through every aspect of the brand, whilst the team's colours yellow, black and white reference the traditional colours of Chinese emperors, a subtle nod to the Kings' regality.

Like all sports brands, New Taipei Kings had to show up in a multitude of ways. We crafted each and every moment, from the chest of a jersey to court graphics, balls to branded merchandise. Everything connected back to the hero mark with the same vibe and energy to electrify the fans.

Key to our brand was weaving the 4.1 million potential fans and their communities into the story of the Kings. We created distinct logos for each of New Taipei City’s 29 districts, drawing upon local characteristics, architecture and even cuisine to give them a purposeful connection to each place. These become part of the fan and game day experience, from flags on centre court, merchandise and even food and beverage packaging.

Brand launch

As launch day approached, we worked closely with the team to equip them with everything they'd need for the big day from brand films and social announcements to training kits, game days jerseys, comms tool kits and merchandise.

“With ambitions of winning the championship and elevating basketball scene in Taiwan, New Taipei Kings needed a brand and voice that resonated with the fans, but more importantly to instil pride amongst the people of New Taipei City. Though we weren't able to collaborate in person, we truly appreciate DesignStudio's ways of working that helped tackle the time difference, language barriers, and the identity of our basketball team. DesignStudio laid the foundation for our brand and team, but also provided us with the ammunition to take the New Taipei Kings to new heights.”

Roger Yang
Marketing Manager, New Taipei Kings

Special thanks



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