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COCREATE:2023
Alibaba.com's first-ever offline event in Las Vegas marks a significant expansion into real-world interactions, establishing its leadership in global e-commerce. This landmark event provides unparalleled opportunities for networking, innovation, and partnership, setting new standards for business engagement and brand experiences.
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Overview
001)
Constructing Brand Awareness through Multimedia.
Alibaba.com’s first offline event in Las Vegas played a crucial role in showcasing the practical benefits of our digital platform through direct interaction.
Hosting this event was essential for strengthening relationships with our buyers and sellers, effectively blending the efficiency of online services with the warmth of personal connections. This approach significantly boosted our brand’s visibility and resonance in the market.
My role: As the Design PM in multi-media projects.I ensured that the multimedia elements—motion pictures, visuals and sound—accurately conveyed Alibaba.com's core values and facilitated a participative environment.
CREATIVE DIRECTION
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MOTION DESIGN
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FILM DESIGN
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PROJECT MANAGEMENT
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CREATIVE DIRECTION & MOTION DESIGN & FILM DESIGN & PROJECT MANAGEMENT &
Brand
Identity
002)
Motion and Sound: Shaping Brand Identity
To swiftly establish brand recognition at the Co-create event, I developed a motion and sound system integral to our brand identity, themed around "Technology Co-creation." These tailored systems immersed attendees, reinforcing Alibaba.com’s commitment to innovation and collaboration through engaging sensory experiences.
002.1)
Identifing IP Motion.
The logo represents two profound concepts – the rotation of the universe (cycles of rotation) and the constant occurrence of creation (cycles of breathing).
These two principles embody our primary concept of Co-creation, indicating that every element presents an ongoing process of creation between two entities. The animation brings this co-creation concept to life.
Basic Movement
Movement Application
002.2)
Identifing IP Sounding.
At the heart of our IP lies the concept of Co-creation, inspired by the universe's rotation and the eternal process of creation. Our Sound Effects (SFX) guidelines are intricately designed to mirror this philosophy.
Serving as a beacon for all auditory representations of our brand, from keynote sounds to digital notifications, these SFX ensure that our ethos resonates in every auditory interaction, creating a harmonious and immersive experience for our audience.
Movement Application
Texure Experiment
Click to play: example SFXs ↓
Brand Experience
003)
Harmonizing Event Design.
I carefully designed the motion and sound systems to align with attendees' pathways, synchronizing them with live performances and effects. This integration enhanced the brand's core message and created impactful, memorable experiences through coordinated visuals and sounds.
Brand Messaging
004)
Directing core Video Content.
The Alibaba.com manifesto and Smart Assistant product launch videos were crucial for disseminating our core brand messages. I took charge of these essential projects, directing and designing each piece to ensure our objectives were clearly communicated.
Alongside these, I efficiently managed over 20 subprojects, significantly enhancing our content production ROI and emphasizing key aspects of brand values, product features, and platform education.
Highlights:
The content production ROI was much higher than last year.
The impression was up to 16.2M.
“My design is everywhere on the Vegas Strip!”