Designing a kinetic identity and collateral for a fictional sepak takraw tournamentBranding, Motion Fall 2025
Overseen by Amy Auman Introduction
Sepak takraw is a Southeast Asian sport combining volleyball and soccer, where players strike a small rattan ball using every part of their body except their hands. The game demands extraordinary athleticism and at times, players appear almost suspended mid-air. This project involved creating a fictional tournament for the sport, designing a kinetic identity, and developing motion collateral within the system.
The kinetic identity is defined by the feeling of flight & weightlessness juxtaposed by the restriction of the rule of no hands
To capture the sport's midair fluidity and full-body athleticism, I wanted the letters of the fictional tournament name, KUALA KUP, to break apart and hang suspended in space. I chose Axia Stencil, a typeface whose fragmented letterforms naturally mirror both the disconnected motion of limbs in play and the feeling of weightlessness. The K's, rendered in dark grey, never break apart or lift and instead fade as the other letterforms suspend, representing the no hands constraint that defines the sport.
The overall identity system is defined by two key elements: the curving, slightly staggered motion of the fragmented letterforms, and the slanted negative spaces cut into the stencil type. From these, I developed four brand assets: an animated scorebug, a motion teaser, a match of the week video, and a set-start visualizer. Each carries the same fluid, non-linear motion that gives the kinetic identity its sense of weightlessness. The scorebug's container, derived from the negative shape of the stencil cuts also doubles as a framing device for images and transitions throughout. Collateral
Match of the Week promotional video
Isolated animated scorebug
Set-start visualizer and animated scorebug in context