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GGHK2023
Gay Games XI Hong Kong 2023 • 2019—2023 • gghk2023.com
From a stirring visual identity to campaign storytelling and immersive venue branding, the 2019–2023 rollout of the Gay Games XI Hong Kong exemplifies modern, culturally grounded, problem-solving brand thinking.
Our multi‑modal brand & creative direction effectively blended the local traditions with the target progressive messaging through branding, storytelling, social engagement, physical activations — and the necessary, COVID-related postponement — to deliver a memorable first for Asia: a truly inclusive Gay Games that achieved strong economic and social value, cultural shift, legacy impact and set a new standard for future inclusive, global event branding.
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. We refined its form, colour balance, and responsiveness for digital, print, sport, and signage systems.
Colour Palette & Visual Language: a vibrant yet harmonious mix celebrating Hong Kong’s cultural resonance and LGBTQ+ pride, with a seamless application across digital channels, print, event environments, and activations.
Extra Logos, Patterns, Flags, Sports Pictograms Design: designed variants for sports, art events, podcast series, GGDL Guadalajara - unified look for dual-host Games, multilingual marketing assets (Thai, Tagalog, Japanese, Mandarin), optimized for digital and print.
Marketing Campaigns & Messaging
“Come Out for the Games” (2022): with DDB HK, we launched a multi-channel teaser and hero video featuring diverse identities and influencers — beautifully crafted to ignite anticipation and community participation.
Promotional film: “The Pride Lions”: by Havas HK, this short celebrated Lion Dance with LGBTQ+ representation, reinforcing Hong Kong’s resilience and cultural pride.
Integrated Campaigns with Main Sponsors:
Website: fully responsive & multilingual, featuring FAQs, partner zones, volunteer info, ticketing, podcast hub.
Social Media: 30k+ engagement among key demographics (Asia-Pacific), highlighting sports, culture, multilingual content.
General Marketing Assets: brochures, flyers, media-kit name cards, banners,backdrops, venue signage, multilingual event props, flag.
Event Props & Off‑Site Activations
Sydney Mardi Gras 2022 Parade Float & Collateral Events: branded float to showcase early outreach and resonance in APAC Pride.
Amsterdam Pride 2022 Parade Boat Banner Design: custom livery for the pride parade boat promoting GGHK, boosting global curiosity.
Merchandise & Mascot
Sunny the Lion, the official mascot inspired by HK’s iconic Lion Rock mountain, personifies resilience and ‘can-do’ 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.
Merchandise: Rainbow lacquer pins, apparel, tote bags, water bottles, lanyards— all unified under the official Brand Identity.
Cultural Resonance
Anchoring design in local symbols amplified relevance and pride and helped sparking public discourse on LGBTQ+ rights — Hong Kong's high court recognized partnerships shortly afterward
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
Outcomes & Impact
~5,600 participants (30% non-local); 2,300+ athletes from 45+ countries
Economic Impact
176M–209M HK$ for the local economy
Media Reach
First-ever LGBTQ+ event in Asia to garner global headlines — from AP News to The Guardian
Legacy
First Asia-hosted Games in a conservative context; strengthened visibility, bolstered FGG brand credibility, and signalled to cities across Asia. Post‑games toolkit rollout to Valencia, mentoring & branding for upcoming GGXII, supporting sustained DEI initiatives.
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