GGHK2023

Gay Games XI was the first major global LGBTQ+ sport & cultural event ever hosted in Asia.

The assignment was historic — 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.