GGHK2023
Gay Games XI, Hong Kong + Guadalajara (2020-23)
Gay Games XI has been the first major global LGBTQ+ sport & cultural event ever hosted in Asia.
The assignment was historic, but and complicated by a three-year COVID delay, ongoing political sensitivity, and a host city with no comparable precedent.
The brand had to feel celebratory and globally credible while staying rooted in Hong Kong's cultural identity. It also had to serve co-hosts in Guadalajara, multilingual audiences across Asia-Pacific, and dozens of sporting, cultural, and community 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.
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 + GGHK Hong Kong unified look for announcements and general assets for both the co-hosting cities, asian exclusive multilingual marketing assets (Thai, Tagalog, Japanese, Mandarin), all optimized for digital and print.
Marketing Campaigns & Messaging, Social Media
“Come Out for the Games”
Together with DDB Hong Kong, 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”
Together with HAVAS Hong Kong, this short celebrated Lion Dance with LGBTQ+ representation, reinforcing Hong Kong’s resilience and cultural pride.
Website & Social Media
Fully responsive & multilingual, featuring FAQs, partner zones, volunteer info, ticketing, podcast hub.
30k+ engagement among key demographics (Asia-Pacific), highlighting sports, culture, multilingual content.
Marketing Assets
Brochures, flyers, media-kit, name cards, banners, backdrops, 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.
Mascot & Merchandise
Sunny the Lion
The official mascot original design is inspired by HK’s iconic Lion Rock mountain, and it personifies the city’s unwavering resilience and ‘can-do’ spirit.
Medal Design
The petals from the Hong Kong emblem, the bauhinia flower, merge with laurel to 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.
