GGHK2023
Gay Games XI Hong Kong 2023 (2019-23)
From a stirring visual identity to campaign storytelling and immersive venue branding, the 2019–2023 rollout of the Gay Games XI in 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 world-sport event that exceeded the expectations with added economic and social values, a tangible cultural shift, a legacy impact and with a new standard for future global and local inclusive events.
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
“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
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.
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 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.