GGHK2023

Gay Games XI Hong Kong 2023 • 2019—2023 • gghk2023.com

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.

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.

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.

Event & Environmental Design

Sports & Events Venues: major venues like Queen Elizabeth Stadium and AIA Vitality Park were activated with immersive branding — petal pattern, flag sails, installation art — ensuring brand continuity across ceremonies, festival village, and sport zones.

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

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.

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.