Transforming gaming in China

  • SECTOR Gaming
  • LOCATION China

Skills at play

  • Strategic Workshops
  • Ideation
  • Brand design
  • Communication design
  • Spatial design
  • Illustration
  • Styling
  • Art Direction

BOKE (pronounced Baw-ker) is one of China’s leading developers of ‘casual online games’ with 50 million active users across China. Their games are simple, easy to use and bring small bursts of happiness to the lives of every player.

After ten years of massive growth in China, BOKE identified its needs to reposition and elevate the corporate brand to expand into the international gaming market.


The strategic challenge for JWDK was to create a new brand position that would elevate its reputation and increase brand awareness in the market as well as working hard to align staff internally. 

BOKE had never developed a strategic foundation to their brand before. However, through intensive workshopping with the CEO and department managers, we discover that they did possess a unique ‘tribal’ culture. They were resilient, self- driven and had a pioneering spirit, which was a great foundation for the rebrand. From this exercise, a brand essence was created: ‘Untamed freedom.’ 

Brand Design

Our creative strategy was to reposition BOKE as the corporate owner of a ‘house of brands.’ The new logo is bilingual and is designed with a sense of fun in mind. The dots in the ‘B’ are like wide-open eyes; the ‘O’ features a happy smile’ and the ‘E’ reveals a pair of arms holding a mobile gaming device.

The brand colour is warm to represent the positive, happy energy and passion of the brand while the headline fonts are bold and allow for the brand to deliver short sharp messages for impact. The toolkit also includes a series of graphic patterns and a corporate ‘tribal’ illustration style for use internally. 

Party Time!

JWDK was invited to launch the new Boke brand at the company’s semi-annual dinner in September 2020. To help staff members embrace the new brand, we designed several interactive features such as selfie booths.

Since the brand launch, the CEO of BOKE has expressed delight with the entire branding process. The workshops have helped the Board to align on critical aspects of the brand, including its vision and future direction. We look forward to seeing how the brand develops in the future.

BOKE Semi-Annual Dinner, September 2020