Work — Identity — 2024–2025
Thammasat Games 2025 — Identity System
อัตลักษณ์การแข่งขันกีฬามหาวิทยาลัยแห่งประเทศไทย ครั้งที่ 50
A full competition identity for the 50th University Games of Thailand: mark, colour system, typography, gradient and line elements, extended to apparel and campaign key visuals. Later the subject of a peer-reviewed paper on participatory identity design.
A system that strangers have to apply
A university games identity is applied almost entirely by people who did not design it: student volunteers, printers, garment suppliers, venue crews, each under time pressure. The design problem is therefore less about the mark than about what surrounds it.
The system was drawn as six named parts — logo, colour, typography, texture, gradient, line element — each with its own rules, so that a decision made at 2 a.m. by a volunteer is still a correct decision.
From identity to evidence
The project became research material as well as a deliverable. Its participatory process — how a competition identity is negotiated between an institution, its students and its audience — was written up as a qualitative study using social semiotics and focus groups, currently in submission.
That loop matters to the way this practice works: the design produces the artefact, and the artefact produces a translation of tacit design judgement into something another researcher can cite and test.
