2020 Super Star: Sports Performance Event

Designing a Vibrant and Engaging Sports Show

The design project for the 2020 Super Star: Sports Performance Event was a comprehensive endeavor that included various formats such as advertising posters, campaign brochures, kinetic pictograms, key patterns, TV commercials, background videos, motion graphics, and digital signage. Led by the talented Art Director Andre Tehhsi Chen, the design team worked tirelessly to create a visually stunning and engaging experience for the audience.

The inspiration for this design came from the vibrant colors of an archery target. The goal was to break free from the traditional five colors of the Olympic rings and focus on the sports category promoted in this year's event. Indigo, blood red, and glory gold yellow were chosen as symbols of the goal in every athlete's mind, complemented by black and white colors to create a visually striking contrast.

One of the unique features of this design is the integration of sports elements into typography. The calligraphy form was transformed to visualize the momentum of every sport, incorporating vital sports elements such as archery and tennis courts. This approach not only adds a dynamic and energetic touch to the design but also effectively communicates the essence of each sport to the audience.

The design team also created kinetic pictograms to represent different sports categories. These animated images were developed using After Effects and APNG Assembler, ensuring a visually captivating experience for the viewers. Additionally, the team utilized various technologies such as AVI, APNG, JPEG, and MP4 to bring the design to life across different mediums, including print, television, and digital signage.

One of the main challenges faced during the design process was finding the right color combination and graphic communication style to create a fun, vibrant, and welcoming atmosphere. By deviating from the traditional Olympic ring colors and drawing inspiration from the Archery target, the team successfully achieved a cheerful color palette that resonates with the audience. The integration of sports elements and repetitive patterns further enhances the visual impact of the design, making it robust and bold.

The 2020 Super Star: Sports Performance Event design project was a result of extensive research and collaboration between the design team and various sports associations in Taiwan. The goal was to create a design that effectively communicates the importance of physical education, connects different sports to the public, and celebrates the achievements of Taiwanese athletes.

The project, which started in January 2020 and concluded in December 2020, culminated in the release and exhibition of the advertising and campaign series in September 2020. The event itself took place on September 19 at the Taipei Arena, with over 30,000 attendees from across the country.

The exceptional design work for the 2020 Super Star: Sports Performance Event was recognized with the prestigious Bronze A' Design Award in the Advertising, Marketing, and Communication Design category in 2022. This award acknowledges designs that demonstrate creativity, resourcefulness, and technical excellence, contributing to improvements in quality of life and making a positive impact on society.