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Gay Games XI, Hong Kong + Guadalajara (2020-23)

gghk2023.com
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the challenge

On November 11 2023, Gay Games XI became the first major initernational LGBTQ+ sport & cultural event ever hosted in Asia: the assignment was historic, but complicated by a not-so-favourable city administration, a three-year COVID delay, ongoing political sensitivity and social tension, 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 an emergency co-hosts in Guadalajara, Mexico, multilingual audiences across Asia-Pacific, and dozens of sporting, cultural, and community touch points.

insight‍ & idea

Hong Kong's resilience — expressed through its language, its symbols, its people with its quiet defiance — was the right emotional core: the city had something to prove, and so did the Games.

Rather than apply the standard, generic Pride aesthetics, we grounded the identity in local iconography: the Sampan sail from the junk boats, the Bauhinia flower from the Hong Kong Emblem, the Lion Rock, from the city landscape.

Unity in Diversity wasn't only a message within a slogan. It represented a full design system.

execution‍ ‍

From Sydney Mardi Gras parade floats to Amsterdam Pride banners, every touch point carried the same identity & narrative across geographies.

Between 2020 and 2023 we developed four full brand and creative systems from the ground up.

The Sail of Unity logo first conceived in the six rainbow colours and later updated to include many more from the Progressive Flag all-minorities representation, a bilingual visual language across 10+ Asian languages, a mascot (Sunny the Lion), sport, arts&culture custom-made pictograms, original illustrations, medals design, website design, social media content in multiple languages, official merchandise design, sport venues signage, festival and sport event dedicated booking system development, local, global LGBTQ+ events outreach design support, regional and global ad campaign & campaign films (in collaboration with the HK branches of DDB, Havas, Ogilvy, Trickle)

results‍

  • ~5,600 participants from 45+ countries

  • HK$176–209M economic impact for the local economy

  • First LGBTQ+ event in Asia to generate global press — from AP News to The Guardian

  • Post-games brand toolkit extended to Gay Games XII Valencia 2026

Group of people celebrating at an event, with one person holding a rainbow flag, in front of a large screen displaying the word 'AUSTRALIA,' suggesting a pride celebration or sports event.
Poster for the Gay Games 11 in Hong Kong, 2023, scheduled for November 3rd to 11th. The poster features colorful graphics, a rainbow-colored logo, and slogans promoting unity in diversity.
A double-decker tram in downtown Hong Kong at night, decorated with advertisements for the Gay Games 11, indicating the event dates from November 11 to 19, 2022.
Cartoon mascot character of a small lion or cat with a flower on its forehead, dressed in red and colorful patterned socks and red shoes, standing with a cheerful expression.
Three medals in silver, gold, and bronze colors for Gay Games 11 held in Hong Kong in 2023, with colorful ribbons labeled 'GAY GAMES FOR ALL' and 'UNITY IN DIVERSITY' against a dark blue background.
Colorful neon sign with the words 'What's Out & About Play' surrounded by tropical leaves, a dolphin, a flamingo, a cupcake, ice cream, a popsicle, a flamingo, and fireworks.
A group of people standing on stage at an event, with a large colorful background that reads "GAY GAMES 11 HONG KONG 2023" and "Unity in Diversity." The individuals are clapping, and one woman in the center is wearing a medal around her neck.
A collection of colorful event and promotional materials including brochures, pins, a water bottle, a hat, and various flyers related to the GGHK 2023 event in Hong Kong.
Group of diverse people celebrating at the Federation of Gay Games with colorful attire and a large logo banner in the background.
A vibrant stage performance with three women in colorful outfits, performing a dance with a cityscape digital backdrop displaying pink, purple, and white neon lights.
Colorful illustration of a tiger's face with rainbow-colored feathers, surrounded by festive lanterns and decorations, celebrating diversity at the Hong Kong 2023 event with the theme of unity in diversity.
Event poster for GGHK 2023, held from November 3 to 11 in Hong Kong, showcasing highlights like swimming, soccer, open water swimming, and various sports and cultural activities. The poster features bright colors, event logos including Gay Games 11 a
Event poster for 'Building Corporate Athletes' presentation by GGHK2023 on June 15-17, 2023, with colorful abstract shapes and the logo 'Games for All' at the top left.
Group of young women dancing outdoors under a curved stone archway, wearing casual summer clothes and sneakers, with energetic expressions.
A colorful digital infographic for the GGHK 2023 event, celebrating gay games and diversity, with vibrant graphics, event details, and social media icons.
Flyer for the 11th Gay Games in Hong Kong, scheduled for November 3rd to 11th, 2023. The flyer includes colorful graphics, event details in Chinese and English, and social media information.
Screenshot of a social media profile page with collage images related to gay games and events, including sports, performances, and promotional posters.
Logo for the Gay Games 11 in Hong Kong 2023 featuring a multicolored stylized globe and abstract designs with text celebrating diversity and unity.
A person with dark hair and beard, wearing a navy blue t-shirt with colorful abstract circular designs and line art patterns, standing against a dark background, looking up.
Three men are standing against a brightly colored split background of yellow, red, and orange. Each man is wearing a different colorful t-shirt with unique designs and logos.
Design drawing of a flatbed truck decorated for a parade, featuring large pink fans, blue waves, and a sign that reads 'Vacaines Honoring Nov 2018.'
A truck with a colorful display and a sign promoting Gay Games 11 Hong Kong 2023.
Colorful illuminated art installation displayed outdoors with green, purple, and pink hues in an urban setting during evening; banners at the bottom mention Marriott, Bonvoy, and Pride Parade.
Group of diverse people celebrating at the Hong Kong 2023 Gay Games event, wearing white T-shirts, holding rainbow umbrellas, flags, and smiling.
A summer pool event poster with water fountains, a water-themed background, and summer accessories like surfboards, a beach ball, and coconut drinks. Text announces a water-themed water world ocean park event on July 20 from 2 to 10 PM, with performa
Group of diverse young people smiling and posing together, holding a colorful banner that reads 'GAY GAMES 11' in Hong Kong, 2023.
A group of six smiling people, wearing matching blue T-shirts with colorful designs, standing in front of a banner at the Gay Games 11 in Hong Kong 2023. They are outdoors, holding flyers, and appear to be celebrating or promoting the event.
Two advertising posters on a textured wall, one with a multi-colored abstract design and Chinese text, and the other advertising Crest toothpaste with packages and dandelion graphics.
Group of people standing by a large digital screen displaying a message that reads "Thank you" at an indoor pool area with modern architecture and large windows.
fe734d9a-2b7c-478b-8cca-8570505df0a7.png (Copy) (Copy)
A woman in a white sports bra and matching shorts with black stripes, posing with a pink strawberry backdrop and a large pink strawberry prop covering part of her face.
Hand drawing colorful stripes on white paper with a black pen.
Two women standing in front of a colorful event backdrop holding a GGHK 2023 sign. One woman is holding a blue glowing light stick. The backdrop features logos and text for the Gay Games 11 in Hong Kong 2023 with the theme 'Unity in Diversity'.
Back of a person wearing a blue T-shirt with a logo and text for Gay Games 11 Hong Kong 2023, with a colorful lanyard around their neck.
Colorful traditional lion dance costumes in green, yellow, red, blue, pink, and orange with intricate patterns and large eyes, displayed on black racks.
Design for the 2023 Gay Games in Guadalajara, featuring a cactus decorated with red flowers, with the event title and location in colorful text, and messages promoting unity and diversity.
A large colorful screen displays the text 'GCHK GAMES FOR ALL.' A man in a light shirt and dark pants is sitting on a chair holding a microphone. The background shows a city skyline through large windows.
Crowd of people sitting in stadium seats, holding red glowing sticks during an event at Gay Games Hong Kong 2023, with banners and lighting.
Red abstract line art on black background, featuring various doodles, shapes, and symbols including animals, plants, and everyday objects.
A woman wearing green over-ear headphones and a colorful face mask with abstract patterns, sitting and looking at the camera.
A woman in a white sports bra and white leggings is striking a dance pose with her arms raised against a bright green background, with a color distortion effect.
Colorful tote bag with the logo and text for the 11th Gay Games in Hong Kong 2023, featuring a rainbow-colored sailboat and vibrant shapes.
A man wearing a black and orange cap with a blue dragon design, a red and blue jacket, bending down, with a gray ground background.
Pair of white flip-flops with colorful speech bubble designs and black straps, commemorating Gay Games 11 in Hong Kong 2023.
A colorful, abstract design resembling five interconnected leaves with tribal or geometric patterns in orange, red, yellow, purple, and blue.
Design of two T-shirts for the Federation of Gay Games in 2023, featuring colorful abstract logos and event details for Hong Kong and Guadalajara, with text encouraging diversity and inclusion.
Booth at the GAY GAMES 11 in Hong Kong 2023 with colorful banners and people engaging in conversations.
The image features a black background with colorful, neon-style text and graphics promoting the Sydney WorldPride 2023 event. There is a central circular design with a rainbow gradient and a white butterfly icon inside. Various words like 'GATHER,' '
An advertisement board for the Gay Games 11 in Hong Kong 2023, with the event date from November 3 to 11, 2023, featuring a colorful butterfly design and a QR code, in an urban transit station with a train passing by.
Children riding scooters and holding umbrellas in front of a colorful mural on a concrete wall under a cloudy sky.
Billboard advertising the 2023 Gay Games 11 in Hong Kong featuring a woman playing badminton and the word 'OUT' in large letters with red and dark background.
Design for the 2021 Hong Kong Gay Games festival poster featuring a traditional Japanese wave pattern in blue on the left side and a stylized dragon head in orange and blue on the right side. The poster includes text in English and Chinese about the
Open magazine page advertising the Gay Games 11 in Hong Kong from November 3-11, 2023, with colorful graphic elements, event details, and a QR code.
Group of six people seated on a couch and chairs in a conference room, participating in a panel discussion or presentation, with a large screen and banners behind them displaying information about the Gay Games 11 in Hong Kong 2022, November 2022.
Promotional graphic for a monthly podcast series titled 'Coffee with GGHK'. The background is brown with illustrations of a steaming cup of coffee, coffee beans, and swirling steam. The series features guest speakers including Lisa Lam, Shawn Griffin
Collage of diverse faces with a circular logo in the center that reads 'GAY GAMES 11 HONG KONG 2022. Unity in Diversity.' Overlay of multilingual text about making history and creating history, along with hashtags and references to an event promoting
Colorful abstract background with overlapping circles in shades of pink, purple, green, blue, yellow, orange, and black. Overlaid text reads, 'GAMES FOR ALL.'
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