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EuroCham Laos
European Chamber of Commerce in Laos
Outcomes & Impact
Attendees 2,380+ participants from 40+ territories; 5,600 total visitors
Economic impact HK$176–209 million for the local economy
Media reach First-ever Gay Games in Asia garnered global headlines—from AP News to The Guardian
Campaigns & Messaging
“Come Out for the Games” (2022)
With DDB HK, we launched a multi-channel teaser and hero video (“Everyone get ready…”) featuring diverse identities and influencers—beautifully crafted to ignite anticipation and community participationPromotional film: “The Pride Lions”
By Havas HK, this short celebrated Lion Dance with LGBTQ+ representation, reinforcing Hong Kong’s resilience and cultural pride.
From a stirring identity and mascot to campaign storytelling and immersive venue branding, the 2020–2023 rollout of Gay Games 11 in Hong Kong exemplifies modern, culturally grounded brand thinking. It drove measurable economic and social impact, elevated Hong Kong’s LGBTQ+ visibility, and set a new standard for inclusive, place-based global event branding.
Let’s continue to create work that inspires, unites, and leaves lasting change.
Event & Environmental Design
Major venues like Queen Elizabeth Stadium and AIA Vitality Park were activated with immersive branding—flag sails, installation art, stageback motifs—ensuring brand continuity across ceremonies, festival village, and sport zones.
Collateral included event signage, athlete kits, merch, digital ads—each reinforcing our visual identity and narrative of inclusivity.Event & Environmental Design.
Cultural resonance – Anchoring design in local symbols amplified relevance and pride.
Inclusive storytelling – Messaging that invited everyone—not just athletes—to “come out” and experience the celebration.
Consistent, flexible system – A visual identity that scaled effortlessly across media, geography, and touchpoints.
Concept & Identity
Logo: “Sail of Unity”
Inspired by the traditional Sampan boats, this dynamic sail motif carries six rainbow colours and a grey hand—symbolizing humanity—gliding gently over twin-coloured ocean waves, embodying the theme Unity in Diversity. As GGHK’s Brand & Creative Director, I refined its form, colour balance, and responsiveness for digital, print, sport, and signage systems (2020–21).Colour palette & visual language
A vibrant yet harmonious mix celebrating Hong Kong’s cultural resonance and LGBTQ+ pride. The result: seamless application across digital channels, print, event environments, and activations.
Merchandise & Mascot
Sunny the Lion, the official mascot inspired by Lion Rock, personifies resilience and ‘miracle-making’ spirit.
Medal design: Floral bauhinia petals merged with laurels convey victory, courage, and cultural resonance. The medal ring doubles as a crown or lion’s mane—mirroring our brand narrative.