Sharing Tokyo with the Yomiuri Giants, and with few winning seasons in their 50-year history, the Hokkaido Nippon-Ham Fighters had challenges with their brand image. The Fighters decided to move to the northern province of Hokkaido and into the state-of-the-art Sapporo Dome. SME joined forces with SMJ, to establish a new community of fans and developed this new brand identity featuring the Star of Hokkaido, which represents the pioneering spirit of all Hokkaidans.
