Google:
Chrome Summit
The Brief:
Host and brand the first ever Chrome Summit held within APAC region.
For this milestone, we had two objectives:
1) To localise the key visual and create an identity that resonates with our audience.
2) Build longevity for the next rendition: a key touchpoint that would translate across to other Chrome Summits held in different markets.
Embracing Human Connection
Aligned with Google's core philosophy of focusing on the user and their commitment to serving diverse global audiences, the creative strategy for our experiential solution focused on authentic human connection and cultural representation.
1) Localising the key visual: incorporating the iconic landmarks from our audience’s countries, resonating with them through representation.
2) Similarly, to build longevity for future events, we designed collectible pins that doubled up as a networking mechanic through a trading system. It added a layer of authentic human engagement as guests actively sought specific designs. The demand was overwhelming - with guests signing up for future Summits to complete their collections.
Creative work during my time at GPJ Singapore.
Creative Lead: Samantha Foo