The Objective

In 2023, Hong Kong proudly became the first Asian city to host the 11th Gay Games — a global celebration of sportsmanship, inclusion, and community. With the theme “Unity in Diversity,” our campaign invited the city to come together, celebrate individuality, and take part in a truly historic event. More than just a series of games, it was a vibrant movement to raise awareness, spark participation, and unite people from all walks of life.

The Solution

Creative Strategy & Art Direction
To bring “Unity in Diversity” to life, we created a bold and inclusive visual identity across all media touchpoints.

• Colourful Aesthetic: A vibrant palette inspired by the Pride flag and Hong Kong’s cultural energy symbolises diversity and celebration.

• Modern Typography: Clean, gradient-infused typefaces add clarity and vibrance.

• Petal Motif: A dynamic, multi-coloured symbol representing unity through diversity—suggesting a fan, flame, and flower in one.

• Brand Visuals: A cohesive visual system adapted across print, digital, and on-site applications to drive awareness and participation.

Role: Creative & Art Direction, Campaign Visual Design

The Result

• First Asian Gay Games – about 2,380 participants representing 45 territories, plus roughly 5,600 total visitors

• HK$200 million economic impact and supported about 439 job-equivalents

• 500+ sports events across 18 sports, plus gala concerts, festival village, and ceremonies