WETEX

Overview

Since 2017, as part of DEWA’s internal brand and communications team, I have continued to lead the main creative direction and visual development of WETEX across multiple editions.

From the initial creative concept, my role extends into supervising the full visual rollout across the event, working closely with internal teams, agencies, production partners and my colleague responsible for the administrative coordination of the brand.

Challenge

As a recurring large-scale event, WETEX requires a distinctive creative direction for every edition while maintaining continuity, consistency and strong brand recognition.

The challenge is not only to create the main visual concept, but to ensure that it is translated correctly across a wide range of physical and digital applications, from stage environments and exhibition spaces to signage, screens, print and supporting communication materials.

Solution

I develop the main creative direction and key visual for each edition, then supervise its implementation across all major brand touchpoints.

Together with the wider team, I oversee the visual consistency of the project from concept through production and final execution, including brand management, creative reviews and coordination with agencies and production partners.

Before the event opens, I also take part in the final on-site review to ensure that all printed, environmental and digital applications are aligned with the approved identity and creative direction.