European Taiwanese Sports Games (ETSG)
2026

TYPE

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VISUAL IDENTITY, MERCHANDISE DESIGN ROLE

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ILLUSTRATION, ANIMATION


Everyone can play.

European Taiwanese Sports Games (ETSG) is an annual festival in Germany where people come together through Taiwanese sports culture. It began in Berlin, and has since grown into a vibrant community that spans Europe. This year, the event needed a new identity — one that feels as open as the festival itself. The festival’s audience are a diverse crowd — Taiwanese and non-Taiwanese, longtime members and first-timers, people who come for the sport and for the community. The identity refresh needed to hold everyone without leaning on cultural references that only some would recognize, and without losing the Taiwanese spirit that first attracted its loyal community.

This rebrand includes a flexible, bilingual logo, typography, colour palette, illustration system, key visual layouts and merchandise design. My role in the project was crafting an illustration system that strengthened the graphic language of the identity, and that could be flexibly applied across brand assets to amplify brand messaging. 

Art Direction, Typography & Layout: Shannon Liu














THE ILLUSTRATIONSThe illustrations are inspired by the idea of adults drawing freely, connecting with their inner child. Its visual approach breaks away from conventional rules in drawing and leans heavily on a childlike and carefree style, reinforcing the festival’s attitude of not taking oneself too seriously and just having fun.
 Through silly poses, non-sensical perspectives and a cast of cheerful characters, the illustrations help participants reconnect with the values that are most important to the festival: carefreeness, belonging and the freedom to play.
Paired with playful typography and a vibrant colour palette, the new illustrations are used liberally across visual assets. A range of primary, secondary and cropped spot illustrations allows for varied and versatile compositions, transforming the characters into familiar, welcoming pals.






THE PROCESS

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©2025 Bernice Wonghello@bernicewong.com