THE TASK
Strategic branding turned up the energy on badminton and drew fans to its debut event in Jakarta.
CHALLENGE
Making Badminton Cool Again
APPROACH
Capturing the Dynamism in a Brand
BDMNTN XL Gallery 1
BDMNTN XL Gallery 2
IMPACT
From Concept to Crowd-Puller
Brand Promise
Articulated brand promise around the key themes of fun, speed, heroes, and strategy to reflect the new and novel format that hasn't been seen in badminton before
Name to Resonate with Gen Z
Dropped the vowels for a modern feel, while the "XL" represents a larger and bolder experience with a clever nod to how "XL", the Roman numeral for 40, represents its dynamic 4x10 minute format
Logo and Visual System
A high-energy typography, dynamic graphics, and a vibrant colour palette, creates a vibrant and impactful brand identity
Team Identities and Designs
Draws inspiration from powerful, fast paced elements, each boasting a distinct visual language that complements the overarching brand
Quote
TESTIMONIAL
"Kae Fong and his team were a good blend of strategic thinking and creativity. They understood our strategy & the change we wanted to bring and translated it into a brand strategy that drove downstream design and communications work. From the modern name (BDMNTN-XL) to the bold logo to striking team names & jersey designs, they brought a diversity of creative ideas and worked collaboratively with our team to finalize the designs."
CK Lee
CEO, SPOTV

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