SuperAI: brand rules their team ships without us
Jon Li
Overview
SuperAI is Asia's largest AI gathering. 10,000 attendees, 1,000 companies, held at Marina Bay Sands.
The brand hadn't kept up with the event. There was a style, but it wasn't written down anywhere. Every new asset became someone's interpretation of it, and the further it spread the less consistent it got. Sponsors were being asked to put their logo next to assets that did not look like the same event.
Duration: 9 months, active.
Category: Conference.
Scope: Branding, Website, Product.
SuperAI brand work
SuperAI brand work
Approach
Wrote down the style that already existed, so it stopped being a matter of interpretation
Produced the collateral ourselves first, digital and print, so the rules were proven before the team inherited them
Rebuilt the website on the same system, including the Startup Program landing page
Ran it through on-site production at the venue, where a system either holds or fails in public
Held creative direction and QC next to their internal team, so they learned the system by using it
SuperAI wayfinding mock up on a digital display
SuperAI brand work
"Lime helped us refine the SuperAI brand and carried it all the way through to the event itself, across every printed touchpoint on-site. Live events don't forgive missed deadlines, and they delivered at a high standard under real pressure. Seeing the work come to life in the venue made the value obvious."
Rainy, Head of Design, SuperAI
SuperAI brand work
The Call
When a brand isn't working, the standard answer is to rebrand it. It's a bigger project and it's easier to show.
SuperAI didn't need that. The style already existed and people already recognised it. It just wasn't defined, so nothing could scale.
We built on what was there. We wrote the rules underneath the look they already had, then made it hold across the website, the sponsorship prospectus, print and signage.
It means there's no new logo to show. What they got instead is a brand their team can run themselves.
SuperAI brand work
Outcomes
The system runs an event with 10,000 attendees and 1,000 companies, holding across the website, the sponsorship prospectus, print and venue signage. SuperAI's own team now produces most of that collateral off the system without us. We're still on the engagement, but the day to day no longer needs us in it.
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Posted Oct 15, 2026
Recognised look, no rules to run it. We locked production rules across site, prospectus and venue so Asia's largest AI gathering ships most collateral without us.
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SuperAI
