HKAFL Comprehensive Brand Revitalization
HKAFL approached Poi for a comprehensive brand revitalization, seeking to strengthen their position as the official governing body for American Football in Hong Kong with a strong identity that bridges American sports culture with Asian audiences.
Design Style
HKAFL needed to authentically represent American sport while remaining approachable to Asian audiences in Hong Kong. We created a logo merging the dragon—iconic in Chinese and Hong Kong culture—with American football elements. This wasn't symbolic mashing but sophisticated integration feeling culturally respectful and athletically powerful. We departed from our usual minimalism—HKAFL as official governing body needed gravitas, complexity, and richness commanding respect and communicating authority. The detailed, complex monotone design works as badge or crest impressive on jerseys, merchandise, and official documents. Blue and red serve multiple purposes—frequently used in Hong Kong contexts creating familiarity, honoring American football traditions, and being bold and energetic for sports. Multiple logo variations provide flexibility for different uses.
Challenges
Creating a brand bridging two distinct sporting cultures without feeling forced, cliché, or culturally insensitive was central. American football isn't traditionally popular in Hong Kong, so the brand needed local accessibility and relevance while maintaining authenticity satisfying purists and international governing bodies. We avoided stereotypical representations—no cartoon dragons or generic sports clichés—favoring sophistication respecting both traditions. Creating a system robust enough for diverse governing body needs—player recruitment, coach training, international correspondence, sponsor presentations, tournaments, merchandise, social media—required flexibility across contexts while maintaining consistency. Considering longevity, HKAFL needed staying power—contemporary without trendy, bold without dated, professional without boring.
Final Deliverables
Extensive brand identity system including primary logo with multiple variations; complete brand guideline covering logo, color, typography, photography, and graphics; social media materials and templates for consistent digital presence engaging players, fans, and Hong Kong sports community; comprehensive website design and development serving as central hub providing information for potential players, coaches, media, sponsors, and international partners with careful architecture for diverse audiences. Complete package positions HKAFL as professional, credible organization worthy of government support, corporate sponsorship, and international recognition while remaining approachable to Hong Kong residents discovering American football.
