Communications Planning Campaign visual identity Videos production Event interior design

New Era 100th Trade show - Bang Kok

New Era 100th
New Era Cap Co. is an international lifestyle brand with an authentic sports heritage that dates back 100 years. For New Era, we handled the design of the visual identity, related promotional materials, and interior design for its 100th trade show. Our goal was to showcase the history of New Era over the last 100 years, how their products have integrated into various forms of sport and culture, and grown to be among one of the symbols of contemporary mainstream culture.

Diversity in one
Diversity in one Throughout the past 100 years, the identity of new era has always been evolving and regenerating. Our influence to the world came from every cultures we live in with and love about. We respect all cultures and embrace diversity in one body, expressed in many unique forms and functions, transcending time, colour and language. Everyone is unique. Yet everyone can identify with New Era and find their match.

Street posters recollection

Beginning from the concept of "street posters," this project was a performance of the traces of time, showcasing expressions of current events of the present age; once an event has passed, it becomes a record in time. This project was carried out in conjunction with New Era Cap Co. and has integrated the significance of street culture.

There are 12 posters in the "street posters" series. Breaking down the iconic identity of New Era over 100 years, this was reassembled as a series of minimalist graphic styled street posters, summing up the different ages in the 100 years of the history of New Era, which encompasses the evolution of sports, trends, history, and cultural representations. The different key visuals will be presented in the form of different combinations to showcase the diversity encompassed by New Era.

We REIGN AS ONE

“TRADE SHOW CONCEPT—We REIGN AS ONE”
One spirit over 100 years. Integrated as one with the different cultures of the world, over 100 years from 1920 to 2020, from the streets to the city, and sports to art, the people and the nation, and the different voices, move in tandem in the same step.

“Stage design”
Taking "WE REIGN AS ONE" as the theme, a large-scale, vertical screen was taken as the centerpiece for the stage design, to encompass the concept of "oneness." Aside from the vertical screen, a digital screen is also used for the stage platform, where the images on the vertical screen interact with those on the platform. The backdrop consists of a three-dimensional wall that sums up the events that unfolded over 100 years, combining the elements of "100TH" to showcase the integration between New Era and cultures all over the world.

“LIFESTYLE & SPORT ZONE”
LIFESTYLE & SPORT ZONE combines the "100TH" identity with modern street elements to showcase the rise of street culture in recent years.