Featured Work
05 / 20
Asia Cat Expo
Logo design and brand identity for Singapore's largest cat-exclusive consumer event.
About
Asia Cat Expo is Singapore's largest cat-exclusive event and the first of its kind in Asia, bringing together cat owners, enthusiasts, and brands from across the region over two days. Now in its fourth edition, the event has grown into a platform that spans cat shows, grooming competitions, adoption drives, expert talks, and a product showcase of over 200 brands. It's built around a simple truth: cats aren't just pets, they're family.
Overview
This was a solo freelance project covering the full brand identity for the event. The work started with the logo, a geometric cat icon that doubles as the letter "C" through the curve of its tail. Clean, recognisable, and character-driven, it gives the brand a mark that works across every application while carrying the personality the event is built around. The primary red anchors the colour system, bold enough to command attention at event scale.
From the logo, I developed a brand guide that set the direction for how the identity would extend across event collateral, digital assets, and merchandise. The geometric cat as a brand element was central to that system, depicted across multiple poses to add variety and warmth to different touchpoints while keeping everything tied to the same visual language.
The brand needed to feel friendly and approachable without losing the energy of a large-scale consumer event. Getting that balance right across a guide that others would use to produce assets was the core challenge of the project.
