Created an original visual identity from the ground up for Google’s sponsor presence at WordCamp Asia — the largest WordPress developer conference — held March 7–9, 2024. Rooted in the concept of modular ‘building blocks,’ the design demonstrates how beautiful, engaging visuals can emerge from simple shapes. These elements come together to form the word ‘ASIA’ and a vibrant visual language that blends bustling cityscapes with nature, brought to life by a whimsical dragon character celebrating 2024 as the Year of the Dragon in Asian culture.
The bright, white booth features clear, inviting signage that draws attendees in, with a prominent help desk area encouraging meaningful connections between Googlers and the WordPress community. This flexible visual system translated seamlessly across all trade show materials, ensuring a consistent, cohesive brand experience throughout the event.
ROLE
Associate Creative Director
FOCUS
Branding and Growth
Added dedicated areas with desks and screens for staff
interaction, suggesting cultural games like bingo, a photo booth,
and giveaways like tote bags, QR-code cards
and t-shirts to draw more foot traffic.
Engagement at the booth increased by 120% compared to previous years. The client and internal team praised the creativity and cultural relevance of the new direction.
Following that success, I was invited to lead the branding for additional Google booths in Turin and Portland later that year.
