Target Audience

The project engages Gen Z students, musical theatre audiences, alumni, and the wider cultural community. It celebrates the 10th anniversary of CityUHK Musical while inviting new audiences through contemporary visuals and experience-led storytelling.

Design Approach

The design language adopts a pulse-like structure to express rhythm, performance, and creative continuity. A bespoke 3D gimmick prop was created to showcase ten years of CityUHK Musical, transforming milestones into a dynamic, spatial narrative aligned with “GenZ the Next Beats.”

Marketing Strategy

The anniversary element is positioned as a cultural highlight within the festival. The 3D installation serves as a visual anchor across physical and digital touchpoints, strengthening emotional connection, amplifying visibility, and reinforcing CityUHK Musical’s evolving creative legacy.

Department of Marketing organizes annual dinner for students, alumnus and staffs every year. It provides a platform for all parties to have a gathering and award the best performance students in all courses. DT Design to be invited to manage this event this year. 

“Stay connected” was the main theme of the annual dinner. The annual dinner strengthen interaction and induce engagement between HKBU and Alumni. “Star” is used as the main design element, which symbolizes the connection between different parties of HKBU Marketing Department and wishing all of them to have a bright future. We created a warm atmosphere in the event.

A rising star has been used to unite different parties. We matched gold and purple in color-tone for upgrading the level of the annual dinner. 

Time Capsule is one of the meaningful items in this event, recording the great moment. We designed the time capsule and wish cards for the guests to keep their wishing which was a memorable thing for them. After two years, they could come back to HKBU and get back their wishing.

To increase more interaction with all guests, we created the QR code at the time tunnel. Time tunnel showed the timeline of HKBU Marketing Department which included some memorable pictures of the department. The QR code displayed in the time tunnel encourage people getting secret photos.

To make sure the event could be operated effectively, DT Design participated in the event management. We considered differnt setting and arrange the schedule of the event.