Hong Kong Trade Development Council (Hong Kong)
Project Title: MarketingPulse 2018
Client or Class Name: Hong Kong Trade Development Council (HKTDC) - www.hktdc.com
MarketingPulse was launched at the HK Convention and Exhibition Centre in March 2018 as a new flagship conference. Organised by the Hong Kong Trade Development Council (HKTDC), MarketingPulse’s objective was to gather the best global marketers and branding experts to explore new collaborations and opportunities in Asia.
The HKTDC required MarketingPulse’s spatial design to elevate the conference’s brand presence and also a layout that would be conducive for people to interact and network.
To elevate the conference’s brand presence, it was logical to closely examine the aesthetic composition of MarketingPulse’s new logo. Looking in detail the logo consisted of 3 colored trapezium shapes; blue, green and yellow. The left side of the logo showed 2 of the trapezium shapes overlapping to create the letter M which stands for Marketing. Then on the right of this, another trapezium shape was placed separately to create negative white space, forming the letter P meaning Pulse.
Based on the logo’s design logic of 3 trapezium elements, 3 different size seminar spaces were produced for this 16,300 sq2 conference space. To ensure the layout was also conducive for people to interact and network, a series of service promotional booths, an intelligence lounge and a business matching area were positioned in- between the 3 seminar spaces. The exit points of the 3 concurrent seminars would be deliberately placed to funnel the visitors into the after-show party area. The after-show party area contained a cocktail bar and an elevated DJ booth, used as a celebratory ending to this premium event.
Head of Creative, HKTDC:
Deputy Head of Creative, HKTDC:
Manager, Graphic Design, Creative Dept, HKTDC:
Deputy Manager, Exhibition Design, Creative Dept, HKTDC:
Operation Manager, Creative Dept, HKTDC:
Senior Graphic Designer, Creative Dept, HKTDC:
Operation Executive, Creative Dept, HKTDC: