Induce citizens to be proud of their unsteady baseball team.
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.
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.
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.
Yokohama DeNA Baystars
NOSIGNER (Eisuke Tachikawa)
NOSIGNER (Eisuke Tachikawa, Takeshi Kawano)
ON Design Partners (Osamu Nishida)
METHOD (Yu Yamada)
Yokohama DeNA Baystars Baseball Club