LEAP East

Expanding a global tech brand into new territory

LEAP East brings Saudi Arabia’s flagship tech event to Hong Kong – a city defined by its East-meets-West identity, fast-paced innovation, and rich cultural nuance. The brief: build on LEAP’s global brand equity while creating a version that feels relevant, respectful, and resonant in a new region.

The approach centred on synergy, not sameness. Core brand assets such as the LEAP wordmark and typography were retained to maintain consistency and recognition. These were complemented by a refreshed brand mark and visual identity, informed by the cultural and political sensitivities unique to Hong Kong. Colour palettes, visual language, and tone were carefully adapted to avoid cliché and ensure local relevance.

The result is a scalable brand expression – grounded in LEAP’s DNA, shaped for a new audience.