Situation:
SBC was hosting its annual Eurasia Summit bringing together 2000 delegates and 120 speakers across the betting and gaming industries. They needed a campaign identity that captured the energy of the region while appealing to a diverse global audience.
Task:
My goal was to create a modular visual system that would work across various assets: posters, online ads, signage, and social media. The design needed to convey professionalism and excitement while staying culturally relevant to Malaysia, the host country.
Action:
Conducted visual research on Malaysian architecture, street markets, and cityscapes to ground the campaign in the local context.
Built a bespoke graphic language using triangular motifs to represent movement, diversity, and convergence.
Chose a dynamic colour palette blending bright contemporary tones (#0086C5, #DE5754, #DFDDB5, #1E2332) with a warm nostalgic feel.
Designed multiple poster variants adaptable for indoor, outdoor, and digital placements.
Balanced readability with impact, using modular typography systems, flexible layout grids, and print-safe color contrasts.
Result:
The identity helped position the SBC Eurasia Summit as a forward-thinking and culturally aware global conference.
