branding design
Cheng & Co SME Conference 2018 — Event Branding
SME conference 2018 SME conference4 Cheng & Co SME Conference 2018 — Event Branding & Graphic Design Malaysia...
Year
2018
Country / Location
Kuala Lumpur, Malaysia
Role
Graphic Designer
Scope of Work
Brand identity designer, visual identity system
Cheng & Co SME Conference 2018 — Event Branding & Graphic Design Malaysia
This one came with a clear brief and a tight timeline — exactly the kind of project where design decisions have to be confident from the start.
The Cheng & Co SME Conference 2018 centred around the theme of Financing Transformation — a full-day programme tackling six major topics shaping the Malaysian SME landscape: fintech, P2P financing, equity crowdfunding, AI in new retail, cloud computing for SMEs, and the LEAP Market. Big conversations. A serious, business-focused audience. The event visual identity had to carry that weight without looking heavy or overcomplicated.
The Scope of Work
The project covered the complete event graphic design system for the conference, including:
- Conference logo design
- Stage backdrop design
- Bunting and banner design
- Advertising kit and promotional materials
- Full event collateral system
Everything a delegate sees — from the roadside bunting promoting the event to the stage backdrop behind the speakers — needed to feel like it came from the same place. That kind of visual consistency across a live event environment doesn’t happen by accident. It starts with a strong logo, a clear design direction, and a layout system applied with discipline from the first asset to the last.
The Design Approach
The visual direction leaned clean and professional — structured typography, a confident colour palette, and a layout hierarchy built around legibility at every scale. Event design lives or dies by practical realities: a bunting has two seconds of roadside attention, a stage backdrop has to read clearly from the back of a full conference hall. Every design decision was made with those real-world conditions in mind.
Getting the logo right first was the anchor. Once the core identity was solid, the rest of the collateral — banners, buntings, print materials, digital assets — had a clear visual language to follow consistently across the entire event.
The conference ran. The branding held across every format and every format size. That is the job done properly.
Logo Design & Event Graphic Designer by Serah Siew
Brand Strategy & Creative Direction
A modern and professional conference identity designed to reflect business growth, credibility, and entrepreneurial connection through a clean corporate visual language.
Visual Identity Description
A bold corporate visual identity combining deep blue and metallic gold to convey financial credibility, transformation, and business leadership, supported by strong typography and structured conference branding elements.
Result & Impact
Successfully positioned the SME Conference as a professional business and financial transformation platform, strengthening event visibility, speaker credibility, and corporate audience engagement through a cohesive visual identity system.