I worked for four years as Head of Design of LBCG, a group which creates and runs b2b events across three continents. Global Automotive Lightweight Materials was one of their most attended series of conferences, aimed at manufacturers and innovators in the car industry.
In order to ensure commercial results similar to the American and European events, I had to align the brand’s image to the requirements of the Asian market. In China, the meaning of colours substantially differs from Western praxis, and printed material and signage have their own rules (e.g. a black border around photographs mean that the person pictured is dead and a yellow label is advisory of explict content).
With the help of on-site mediators and online resources, I thoroughly verified and redesigned each material produced for the event, from the the large-format backdrops to the delegates’ badges, from event brochures to all the promotional materials of the Group.
Compared to the events in Europe and America, the conference in Shanghai showed a prevalence of teal, a colour which represents growth, progress and innovation. I complemented most of the signage and literature with red accents – the colour being traditionally a symbol of wealth and good luck.
The conference eventually proved to be the most attended and profitable of the whole series.