Asia Cat Expo

Brand identity and graphic illustration system for a large-scale cat event with 150+ exhibitors in Singapore.

Context

Asia Cat Expo is a large-scale cat-focused event in Singapore, bringing together cat owners, brands and the wider feline community with more than 150 exhibitors under one roof.

The identity needed to work across the scale and variety of the event while feeling playful, approachable and unmistakably cat-centric.

Approach

I built the identity around a family of cat characters constructed from sharp, block-like geometric forms.

The angular construction deliberately contrasts with the softness normally associated with cats. Each character is reduced to a recognisable silhouette, pose and expression, giving the cats distinct personalities while keeping them part of the same visual family.

Rather than treating the cats as standalone mascots, I designed them as part of the wider graphic system. Their geometric forms can be scaled, cropped, repeated and rearranged across different formats, allowing the identity to stay playful and characterful without becoming heavily illustration-led.

This gave Asia Cat Expo a flexible visual language that could carry across the scale and variety of the event while remaining recognisable as one identity.