PILI

Keep on Rolling

Clients: PILI International Media

Industry: Entertainment

Services: Market Research / Brand Audit / Brand Tagline / Brand Design / Design Extension / Web Development

Reimagining a cultural icon for a new generation

For over three decades, PILI has been one of Taiwan’s most iconic entertainment brands, carrying deep cultural memories across generations. As technology and viewing habits evolved, PILI began engaging younger and global audiences in 2020. At this pivotal moment, Thinkways supported the brand’s renewal to refine strategy and visual direction to help this classic art form continue its path onto the international stage.

Brand Concept

“Keep on Rolling” igniting a new era

A key task in the rebrand was crafting a tagline that resonates today. Rooted in temple-stage street shows, glove puppetry has always embodied “fun, novelty, and spectacle.” Interviews and cultural workshops led us to 玩轉新意, capturing PILI’s spirit of reinvention and fans’ expectations for entertainment. For global markets, Keep on Rolling delivers a concise, energetic phrase that echoes film terminology while extending the metaphor of continual motion.

Logo & Application Design

From heritage to future-readiness

The new logo centers on the name “霹靂.” The upper “rain” radical transforms into a stage and scroll, signaling the unfolding of a story; the lower portion presents PILI in italic strokes inspired by cinematic action and martial-arts energy. The simplified, contemporary design enhances digital adaptability and international appeal, while character-based variations create a dynamic link between logo and puppets.

Crest Design

Symbolic totems that distill PILI’s universe

With more than 4,000 characters and diverse philosophies, PILI’s world required a system to clarify lineage and identity. Our crest series translates major characters—Su Huan-jen, Yeh Hsiao-chai, and Yi Yeh Shu—into symbols drawn from lotus, swords, and whisk motifs. For the broader universe, the four philosophical factions (Confucian, Taoist, Buddhist, and Demonic) were reinterpreted into a cohesive visual totem system for future storytelling and merchandise.

Corporate Image

Reframing the brand’s visual identity

A book of corporate image was also developed in this project. Instead of simply stating PILI’s accomplishment and history, we made it more like a magazine that introduces the readers to PILI’s world through beautifully designed pages.

Website Design

Brand Forward

A digital scroll revealing a cinematic martial-arts world

The redesigned site adopts the metaphor of an unfolding scroll. Hero imagery and iconic duels set an immersive tone from the first screen, supported by motion cues and narrative compositions. The information architecture was rebuilt around Heroes, Series, and News, balancing long-time fans with new audiences. The result is more than a content portal—it is a digital gateway into the PILI universe.

“Reframing a cultural classic for a new generation through renewed identity, storytelling, and digital experience.”

Back to works