Case Study: Yokohama DeNA BayStars boosts civic pride and fan engagement with NOSIGNER's +B brand strategy

Yokohama DeNA Baystars grows attendance from 1.1M to 2.28M with NOSIGNER

The Yokohama DeNA Baystars, a professional baseball team, faced significant challenges including financial struggles, a declining fan base, and a weak connection with the citizens of its home city. To become a source of civic pride, the team engaged the design firm NOSIGNER for a comprehensive branding and strategy initiative.

NOSIGNER's solution was to rebrand the team around the identity of Yokohama itself, launching the "+B" lifestyle brand and developing the "Baystars Sans" font to make baseball more integrated into daily life. This strategy included designing collaborative merchandise, stadium amenities, and community spaces. The results were highly successful: annual attendance grew from 1.1 million in 2011 to 2.28 million in 2021, the stadium frequently sold out, and the team achieved profitability through hit products like a collaborative local beer. NOSIGNER's work transformed the Baystars into a central figure fostering civic pride in Yokohama.

Yokohama DeNA Baystars