Connecting LG’s business community through playful event creative.

LG wanted the creative to feel fun, colourful and distinctive, reflecting the event’s relaxed, social atmosphere while remaining recognisably LG.

The direction also needed to work across a wide range of formats, from invitations and registration communications to venue signage and name tags. Each piece had a different role, but all needed to feel part of the same event.

We put human connection at the centre of the creative, using playful illustrated arms, handshakes and linked hands to bring the LG Connect name to life.

One direction paired colourful sleeves and expressive gestures with a rich red background. A complementary treatment incorporated a handshake into flowing LG lettering, set against a warm neutral palette. Together, they gave the event a flexible visual language that balanced energy with simplicity, making it easy to adapt to the different deliverables.

LG Connect welcomed a strong turnout of distributors and industry partners, bringing the business community together to try LG’s commercial displays and business products in a relaxed, social setting.

The creative’s influence extended beyond the event. Its distinctive approach inspired other LG divisions to develop similar banners for its own events, demonstrating how the direction could translate across different areas of the business.