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The Google Cloud Startup Summit brought together over 300 technology leaders and partners at the Shangri-La Hotel Singapore, a showcase of cloud innovation and AI. We are proud to have been part of this event, designing the full suite of collateral from the Key Visual: booths, wayfinding, signage, badge identity, and digital adaptations. The work had to be sensitive to the venue, where compressed floor areas, warm ambient lighting, and corridor-led circulation shaped every decision. A single visual language carried through each touchpoint, so the event read as one continuous experience.
As Google Cloud continues to deepen its presence in Southeast Asia, the Google Cloud Summit stands as its flagship moment in the region: a gathering of over 300 technology leaders, partners, and practitioners at the Shangri-La Hotel Singapore, showcasing the possibilities of cloud innovation and AI. We are proud to have been part of this event, tasked to design the full suite of event and exhibition collateral.
We started tackling the project with a foundational challenge: the Summit had no brand guidelines of its own. What existed was Google's corporate brand guide, extensive and precise, but written for products rather than physical events. We studied it closely, distilling not only its rules but its underlying logic, and from that foundation crafted a visual identity built specifically for the Summit.
The identity balances Google's signature palette with textures of wood and clean linework, establishing a language that carries the brand's energy while bringing warmth and materiality to a physical, hospitable setting. The result is an identity that reads as unmistakably Google, yet refined for the scale and character of a live event rather than a screen.
This language was then resolved against the realities of the venue. The Shangri-La offers a setting of considerable elegance, but not one built for exhibitions: floor areas are compressed, ambient lighting runs warm and uneven, and circulation follows corridors rather than open halls. We planned guest routes, positioned structures to hold presence without crowding the floor, and continually sought opportunities to return space to the event. Colour and material decisions were tested against the venue's actual lighting conditions to ensure consistency from print to environment.
The scope extended across booth structures, wayfinding, signage, badge identity, and digital adaptations, developed to ensure the identity lives intuitively within the guest experience. From check-in to exhibition floor, the Summit read as one continuous environment: an identity that did not exist before the project began, carried seamlessly through every touchpoint.
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