HKAPA 40th Anniversary

Commemorative Logo, Key Visual & 360° Integrated Brand Campaign

Client: The Hong Kong Academy for Performing Arts (HKAPA)
Role: Lead Art Director / Visual Identity Designer / Environmental & OOH Production Lead
Scope: Anniversary Logo Design, Key Visual System, Environmental Graphics, Transit Advertising, Digital Displays, Event Collaterals

Campaign Overview

Led the conceptualization and execution of HKAPA’s 40th Anniversary visual identity system, establishing a prestigious and cohesive commemorative brand presence across environmental, transit, digital, and event platforms throughout Hong Kong.

The campaign unified institutional heritage with contemporary visual expression, reinforcing HKAPA’s four-decade legacy while positioning the Academy for future artistic evolution.

Commemorative Logo Architecture

Reinterpreted HKAPA’s iconic triangular emblem into a contemporary 40th Anniversary mark while strictly preserving the original geometric proportions and structural thickness.

Transformed the upper triangle into a fluid stroke forming the numeral “4”
Constructed the “0” using proportional logic derived from the original identity
Retained the three foundational base triangles to symbolize the Academy’s 40-year institutional foundation
Executed in metallic gold 3D finish to convey prestige, celebration, and permanence

Key Visual System Development

Built the campaign around a monumental “40” graphic framework extending the Academy’s angular visual DNA.

Integrated performance imagery from all six Schools (Dance, Drama, Film & Television, Music, Theatre & Entertainment Arts, Chinese Opera)
Embedded student artistry within a semi-transparent structural numeral frame
Incorporated subtle references to both the Wanchai Main Campus and the Béthanie Heritage Campus

360° Environmental & Transit Rollout

Executed a large-scale, city-wide deployment across multiple physical and digital platforms:

4-story mega façade poster facing Gloucester Road
Main entrance architectural banners
MTR transit advertising network
Academy shuttle bus wraps
Wide-format indoor LED banners
Kick-off Ceremony stage flip displays

Standardized the visual system across all touchpoints, ensuring consistency, scale integrity, and production precision in both architectural and transit environments.