Post ’80 in The World Expo 2010 Shanghai

Event Branding & Microsite UI System

Event Theme: Post-’80s Photography Competition – Win a Trip to Shanghai World Expo 2010
Role: Digital UI Designer / Visual Identity Designer
Scope: Campaign Branding & Logo Identity, Event Microsite UI Design, Photo Gallery Interface

Project Overview

Developed the branding and digital interface system for a youth-focused photography competition targeting the “Post-’80s” generation, with winners receiving an all-inclusive trip to the Shanghai World Expo 2010. The project required an engaging identity that resonated with emerging creative talents while maintaining aspirational international appeal.

Logo Concept & Symbol Engineering

Dual-Metaphor Shutter Star Identity

Designed a futuristic star icon derived from the mechanical geometry of a camera lens shutter.

The mark operates on two conceptual levels:

A photographic aperture capturing light and creativity
A symbolic “rising star” representing emerging young photographers

Strategic Significance

This project demonstrates:

Early-stage event branding and logo system development
Concept-driven symbol construction
Immersive microsite UI design
Structured user journey planning