Created by modifying "Yokohama Stadium" (©江戸村のとくぞう (Licensed under CC BY 4.0))

To make a small baseball team in a slump the pride of its citizens.


Yokohama DeNA Baystars is a professional baseball team with its home ground in Yokohama City. The Baystars team was Japan's top team back in 1998. However, popularity began to lessen since 2000. Although its existence is recognized by Yokohama citizens, the relationship between the team and citizens became scarce, where there was no real appeal to people other than its fans. Where they were already going through a difficult situation such as going through a deficit, DeNA (a Japanese internet-related company ) acquired the team in 2011. Actions to expand its fan base and also improve management was in demand. 



A team branding their own town, with pride.


Under Jun Ikeda, the new President, at the age of 35 years old when Shinsei Baystars developed a town development project "I ☆ YOKOHAMA," citizens who loved Yokohama, the baseball team, and also the stadium worked together. In parallel, we worked on designs surrounding the stadium, such as maintenance holes, and "Dream Gate" that overlooked the grounds. We also designed the logo and branding for the lifestyle brand "+ B" based on the concept of "Lifestyle + Baseball." We proposed to open the base of Baystars as infrastructure and make baseball a lifestyle.​​​​​​​

当時35歳だった池田純新社長のもと、新生ベイスターズは、横浜を愛する市民と球団・球場がともに取り組むまちづくりプロジェクト「I ☆ YOKOHAMA」を展開しており、私達はこれに並走する形で、スタジアム周辺のマンホールなど球場周辺のデザインや、球場外からグラウンドを見渡せる「ドリームゲート」のデザインなどを手がけました。さらに、「Lifestyle+Baseball」をコンセプトにしたライフスタイルブランド「+B」のロゴデザインおよびブランディングを手がけるなど、ベイスターズという存在をインフラとしてまちに開き、野球をライフスタイル化していくデザイン提案を行いました。

Regarding conventional baseball team goods, there were only a few items that could be used at times other than while watching the game. These items were also rarely purchased by people who were not able to come to the actual stadium. We, therefore, produced lifestyle goods that incorporated elements of baseball and sports. We were then in charge of the design direction of the entire "+ B" shop, attached to the stadium. We directed the design for from the coffee counter "BALLPARK COFFEE," also the website, which actively increased relations between the citizens and the team.

​​​​​​​In the shop "+ B," design codes were prepared as a guideline for developing collaboration with companies and brands in Yokohama. By doing so, we can maintain the brand's tone and manner while reducing production costs by involving many collaborators. At the same time, we realized a branding strategy that broadened the fan base for the team. As a pilot program of Yokohama Sports Town concept advocated by Baystars, we designed the whole facility including naming, the logo and the website for "THE BAYS," as a base to expose new initiatives.​​​​​​​​​​​​​​

従来の球団グッズには、観戦時以外に使える物が少なく、普段球場に足を運ばない人たちが手に取れるアイテムがほとんどありませんでした。それを受け、野球やスポーツの要素を取り込んだライフスタイルグッズを制作するとともに、スタジアムに併設された「+B」ショップ全体のデザインディレクションも担当。さらに、コーヒーカウンター「BALLPARK COFFEE」やWebサイトなど多岐にわたるデザインディレクションを行い、市民と球団の接点を積極的に増やしていきました。

「+B」では、横浜の企業やブランドがコラボレーションアイテムなどを展開する上でのガイドラインとなるデザインコードを用意しています。これによって、ブランドのトーンアンドマナーを保ちながら、多くのコラボレーターを巻き込んでいくことで開発コストを下げ、同時に球団のファン層を拡げるブランディングを実現させました。​​​​​​​ベイスターズが提唱する横浜スポーツタウン構想のパイロットプログラムとして、新たな取り組みを発信していく拠点「THE BAYS(ザ・ベイス)」のネーミングやロゴ、Webサイトなど施設全般のデザインも行いました。​​​​​​​

A popular team of platinum tickets.


While Yokohama DeNA Baystars worked on reforming the team, we promoted a baseball lifestyle mainly from the under the concept of "Lifestyle + Baseball." As a result of these efforts, in 2016 the number of spectators increased from about 1.1 million to 1.94 million. It naturally became one of the most popular teams in Japan again, where we were able to contribute and achieve a turnover in the management field.

Beyond the appeal for Baystars, the project "We Brand Yokohama" created a community of companies and individuals to revive Yokohama in a form that horizontally deployed its underlying philosophy, where the team held responsibility in branding Yokohama. Founding this project working together with Yokohama City Arts and Culture Promotion Foundation "ACY Arts Commission Yokohama," it has now a become a slogan to enhance civic pride, where we now look to expose further innovation from Yokohama.


ベイスターズの魅力発信にとどまらず、球団が横浜全体のブランディングを担うという私達が掲げてきた基本理念を水平展開させる形で、横浜を盛り上げる企業や個人によるコミュニティをつくるプロジェクト「We Brand Yokohama」が始動しています。私達が発起人となり、公益財団法人横浜市芸術文化振興財団「ACY アーツコミッションヨコハマ」とともに進めているこのプロジェクトがシビックプライドを高めていくための旗印となり、横浜から生まれるイノベーションが加速することが私達の望むところです。​​​​​​​

Yokohama DeNA Baystars
Art Direction
NOSIGNER (Eisuke Tachikawa)
Graphic Design
NOSIGNER (Eisuke Tachikawa, Takeshi Kawano)
Space Design
ON design partners (Osamu Nishida)
METHOD (Yu Yamada)

Yokohama, Japan

WOLDA Awards of Excellence (2018)

Related projects:
Dock of Baystars Yokosuka

Back to Top