An attendee photographs the illuminated 3D 'GtFT' entrance sculpture beneath a 'Welcome to GtFT' wall as others walk into the venue

Google · with Publicis at leSHOP · 2023

An identity built for the room and the record.

☕ about a 3-minute read

Overview

Google Think FinTech 2023 ran as a hybrid event: a live room in Dubai paired with a remote audience online, needing one identity that held up at every scale, from a lanyard to a livestream. The rebrand, built with the Publicis team at leSHOP, spanned the logo, event environments, email templates, photographic logo structures, custom lanyards and a promotional video.

The system had one job: make a sprawling fintech programme feel like a single, confident brand, no matter where you were watching it from.

0%
lift in user engagement following the rebrand
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Eventex Award — Hybrid Event, 2023
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touchpoint families, one system — identity to video

One brand, two audiences, zero seams.

Hybrid events usually split in two: the polished thing in the room, and the afterthought on the stream. Closing that gap meant designing every element twice over: physical pieces composed to read on camera, digital pieces built to echo what the room felt like.

Brand guideline slide breaking down the 'GtFT' logo construction — rounded edges, Google colour lock-up and Material Design shadow depth
Brand and visual style guideline pages showing the sub-colour palette, Google Sans typography and cover spread
Atrium entrance with a giant on-site screen displaying the GtFT logo, flanked by bookshelves and an escalator

The room as a brand asset.

On-site branding went beyond banners. Photographic logo structures gave attendees something physical to gather around, and, more usefully, to photograph: every share carried the identity further, for free.

The environmental system covered stage design, wayfinding, custom lanyards and the details in between: the stuff people touch, wear and take home.

A speaker presents on the branded main stage, backed by Google colours and a custom wood-slat set design
Colour-coded lanyards and event badges laid out on a table
Attendees checking in at the registration desk beneath large-scale 'Gt' branded signage
“Make it feel like one brand from the lanyard to the livestream.” ✳

Motion, film and the follow-through.

Promotional video and motion assets carried the identity before, during and after the event: teasers, screen loops and email templates kept the campaign alive well past the day itself. That follow-through is where the numbers moved, a 25% lift in user engagement off the back of the refreshed identity.

The work went on to win the Eventex Award for Hybrid Event, recognition that the seam between the room and the stream had genuinely disappeared.

Collage of event badges, GtFT ambassador t-shirts, a laptop with a GtFT sticker and attendees at the merchandise table
Mockup of the event's digital templates — homepage, agenda and speakers pages