HKAPA Open Day 2025

Campaign Overview
Led the visual direction for HKAPA Open Day 2025 as a strategic extension of the Academy’s 40th Anniversary identity system. The challenge was to preserve brand continuity while creating a visually distinct event identity optimized for large-scale public exposure across Hong Kong’s transit network.
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Creative Direction
Identity Extension with Clear Differentiation
While the 40th Anniversary master campaign centered on APA’s signature purple and gold palette, the Open Day KV introduced a high-contrast white background with refined gold typography.
This shift enhanced:

• Immediate event-date visibility

• Clear call-to-action hierarchy

• Strong differentiation from the anniversary master visual

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Visual System & Art Direction
Featured student representatives from all six School:

• Schoo of Dance

• Schoo of Drama

• Schoo of Film & Television

• Schoo of Music

• Schoo of Theatre & Entertainment Arts

• Schoo of Chinese Opera

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Extended the anniversary campaign’s dynamic vector line language to frame and connect the subjects, reinforcing cross-disciplinary energy and institutional cohesion.
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Integrated OOH Execution
Executed across:

• Major MTR station networks

• Full-body Hong Kong Tramway wrap​

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Adapted layouts for large-format OOH environments, ensuring clarity, scale integrity, and high legibility in high-footfall transit spaces.​The tram execution unified the 40th Anniversary identity and Open Day messaging into a single moving visual canvas, maximizing street-level impact and brand recall.