MarketingPulse 2018: A Unique Blend of Design and Marketing

Designing a Premier Conference with a Visual Echo of its Brand Identity

The design team's inspiration was to incorporate the new MarketingPulse logo into the event's spatial design. The logo's three colours - blue, green, and yellow - were used to segregate the forum space. The conference was blackened out with drapes, and the overlapping trapezium shapes found on the logo were exaggerated into the space, providing a premium feel.

Reusable aluminium system with mounted vinyl graphics and digital prints were used for the wall constructions. The seminar rooms and outer perimeter walls were constructed out of a 4m high reusable wall system with a 500mm cavity laced with thick black drapes on either side to obtain better acoustic quality. All the audio visual, drapes and furniture were hired to minimise waste. Carpets used were biodegradable. All suspended LED lit lettering were encased with acrylic and wooden casing.

Sound quality and lighting were paramount in this 5000sqm space. The layout was crucial to ensure all the various participants would intermix in the after-show cocktail area called Cheers. To make this happen the exit from each seminar space were designed to filter people into this congregating area at the end of the event.

The visual journey of bold graphic elements derived from the new logo started at the venue’s concourse then towards the reception. Placed at the conference hall’s main entry point there is a lit sign installation. Inside of the hall, the atmosphere was more dramatic, only the communal areas were lit. Along with a series of suspended super large lit titles hung for visitors to explore the space. At the end of the conference event the audience are simultaneously filter to the cocktail area.

The project duration was 3 months from initial briefing to onsite completion. It was located at the Hong Kong Convention and Exhibition Centre (HKCEC) in Wan Chai Hong Kong and the event ran for 1 day on the 21st March 2018. The design was awarded Silver in A' Event and Happening Design Award in 2019, a testament to its innovative and creative approach.