After three years online, Google’s flagship event for Chinese developers returned as a hybrid experience, bringing together product updates, community stories, and in-person connection.
Inspired by the diversity of the developer community, we created an open-ended theme: “Code for Better ___.” The blank invites personal interpretation, allowing each participant to define what “better” means to them. Its Chinese counterpart reinforces the idea of code as a shared language for progress.
The visual identity translated this concept into a modular system of geometric forms, inspired by programming symbols and the Tangram puzzle. These elements combine into flexible compositions, enabling variation across all touchpoints while maintaining overall coherence.
A generative system mapping user attributes to visual components, producing consistent yet unique identities at scale.
The shapes were designed as part of a generative identity system, combining a limited set of geometric and symbolic elements into structured variations. Each composition follows simple combinatory rules, creating a visual matrix of possible outcomes. This allowed each attendee to be represented by a unique visual signature while maintaining consistency across the system.
As one of the first in-person events post-COVID, the system extended to attendee badges, generated dynamically from user input to reflect individual interests. The resulting visual signatures allowed participants to intuitively identify potential shared affinities at a distance, creating a subtle, socially distant way to initiate connections.
As one of the first in-person events post-COVID, the system extended to attendee badges, generated dynamically from user input to reflect individual interests. The resulting visual signatures allowed participants to intuitively identify potential shared affinities at a distance, creating a subtle, socially distant way to initiate connections.
The system was also extended into 3D modular elements, carrying the same visual language into spatial applications.
The identity was applied across physical and digital environments, including stage, signage, badges, and interactive elements. I led visual direction across multiple teams and partners, ensuring consistency from concept through execution.
Owned Social & Third Party Media Banners
Role
Creative & Art Direction — Event Identity, Visual System, and On-site Experience
Creative & Art Direction — Event Identity, Visual System, and On-site Experience
Collaboration
Google Beijing + APAC Creative Partners
RecognitionGoogle Beijing + APAC Creative Partners
• Shortlisted at Spikes Asia 2022 (Rebrand/Refresh category)
• Shortlisted at ADC 2023 (Design/Rebranding category)
• Finalist at Shorty Awards 2023