Google Cloud at SFF 2022

Google Cloud

Singapore Fintech Festival

Translating cloud technology, sustainability, and innovation into a physical experience for Singapore's largest FinTech event.

Project Information

Google Cloud needed a flagship presence at Singapore FinTech Festival that could bring together four distinct solution areas – Sustainability, Customer Experience, Startups, and FinTech Innovation – under a single narrative.

Working across strategy, messaging, content, and experience design, we developed Let's Get Solving, a platform that positioned Google Cloud as a collaborator helping businesses tackle real-world challenges. The concept extended across the booth architecture, visual identity, environmental graphics, and editorial content, transforming complex technical topics into an experience visitors could walk through, understand, and engage with.

The result was a sustainability-led environment designed to facilitate conversations between Google Cloud, partners, startups, and industry leaders over three days of talks, demonstrations, and networking.

Credits

Client: Google
Agency: Media.Monks, 2022
My Role: Creative Direction, Strategy, Experience Design

I had the pleasure to work on this project with an incredible team. Aishah Haroon, Alireza Sadeh, Bobby Tay, Brenda Li, Jaihoun Habibi, Jasmijn van Roon, Kwok Leong Lee, Liz Ch'ng, Pranay Singh, Rita, Rodrigo Kuo, Rowell Tan, Stephanie Tyan, Tan Juan Ken, Vanessa Sosnierz, Aaron Webber, Eduardo Marzionna, Elbert Niezen, Hadi Muslim, Hoi Rui Tang, Ives van Neck, Jaslyn Tjhai, Jia Qi Chin, Kerby Ng, Maya Perotti, Munas Van Boonstra, Paulo Meconi, Rodrigo Kuo, Sherzod Mirzaakhmedov.

Booth

Designed around the festival's sustainability theme, the booth translated Google's environmental ambitions into a physical space using raw plywood, natural materials, and a low-waste fabrication approach.

A visual system based on overlapping quotation marks became the central design device, symbolising conversations, questions, and ideas coming together in one place.

Campaign

To tie the entire experience together, we developed Let's Get Solving – a platform that positioned Google Cloud as a partner in transformation rather than a technology vendor.

The idea unified the messaging across the booth, creating a consistent narrative around innovation, growth, sustainability, and problem-solving.

GoogleCloud_SFF_AnthemVideo_Main_15s_v003-1

Content Pillars

Four editorial pillars formed the foundation of the experience: Sustainability, Customer Experience, Startups, and FinTech Innovation.

Each pillar transformed complex technical offerings into clear business narratives, helping visitors connect cloud infrastructure, AI, analytics, and digital transformation initiatives to real-world challenges. The result was a content system designed to educate, inform, and spark conversations across the festival floor.