Master visual · delivered by Huawei

Huawei × Egypt's Ministries of Labour & Communications · HiRE 5 · 2024

Huawei brought the brand. We brought it to life.

هواوي قدّمت العلامة، ونحن أحيَينا الحدث

Art · Creative Direction of the Event

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The brief

Huawei doesn't outsource its brand. It outsourced the room.

The logo, the key visual, the colour arrived finished, to Huawei's global standard. Our brief began where the brand ended: turn one flat frame into a national-scale event a country could walk through — held in one voice from a name badge to the entrance gate.

Brand & master visual: Huawei
Event art & creative direction: WO! Studio

The HiRE 5 master visual on a vertical LED banner in a metro station — The identity, applied
One frame, sized for a *nation.*

From a badge to a public concourse — the same master visual, held.

Whose name is on it

A global ICT leader and two of Egypt's ministries — in one room.

“To bring digital to every person, home and organization for a fully connected, intelligent world.”Huawei — corporate vision

The HiRE 5 master visual on a curved feature wall in a corporate office — The identity, applied
Premium enough to carry a global *name.*

The master visual, scaled to an interior feature wall.

The weight

Huawei A leading brand in the ICT industry — networks across 170+ countries, the backbone behind a vast share of the world's connections.

+ two ministries Egypt's Ministries of Labour and Communications & IT. A global company and two national ministries, behind one recruitment expo.

05Fifth edition HiRE — Huawei's recruitment expo, back for its fifth run. One day, forty-plus employers, a nation's ICT talent.

They had the brand. They needed the event.
That is where we came in.

Direction, not decoration

Drawn.
Then built.

A master visual is a still frame; an event is a place. We extended Huawei's one frame across the whole environment — here is the artboard beside the room it became.

The entrance gate

the threshold visitors walked through

The entrance gate, built — the archway visitors walked through

Registration

violet backdrop · check-in

The registration backdrop, built — a candidate checking in

The media desk

press & broadcast point

The media desk, built, the terrace beyond the glass

Branding towers

the brand, claiming the room

The branding towers, built, on the venue terrace

One visual. Every surface — gate to lanyard, 20+ deliverables.

The master visual, in motion

One signal.
Thirty screens.

Huawei's master visual didn't sit still. We ran it live, in motion, across ~30 LED screens — so the brand pulsed through the whole venue at once.

~30 LED screens · one master visual · live

The partner sponsor board — Huawei, HiRE 5 and the seals of the headline partners — The network that hires
Forty employers. *One board.*

Global operators, ministries and specialist recruiters — all under one identity we held together.

40+ hiring partners — Orange · e& · WE · Emirates NBD · RadioShack · Wuzzuf · the Ministries of Labour and Communications & IT · NTI · and more.

The day · 18 December 2024

Then the room filled.

Egypt's Minister of Communications and Huawei's Vice President seated together in the front row — Egypt's **Minister of Communications & IT**, in the front row beside Huawei's Vice President.
The names the work had to carry

The Minister leaning in to greet young women applicants at a table — The Minister, meeting the talent the day was **built for.**
Why the room existed

Mr. Dou Yong at the Huawei podium, his portrait and title on the keynote LED — **Mr. Dou Yong** opens the day.
Vice President · Huawei Technologies Egypt

0Fifth edition · Career Development Day

0Hiring partners — operators, ministries, recruiters

0Environmental surfaces — one system

EN·ARDirected bilingual — an Arabic mirror, not a translation

The audience from behind, facing the lit HiRE 5 stage — Every figure here is a person who walked in hoping — and walked out *connected.*

The room, in full — tap any frame to enlarge

The partner wall — forty names, one wall

Huawei leaders, ministry officials and partners lined up together on the HiRE 5 stage — The partners, **together on the HiRE stage**

A long Huawei iTB Recruitment Expo branding wall receding in perspective — The brand wall, at scale

The HiRE 5 Contract Signing Ceremony stage, a blue-lit branded LED wall in the ballroom — The **contract-signing** stage

The VIP Lounge entrance, a purple Huawei and HiRE branded wall — The VIP Lounge

The HiRE 5 Talent name badge and lanyard, with a Share Your CV QR code — Down to the lanyard — **the Talent badge**

The HiRE 5 Top Recruiters recognised on stage with an award — The **HiRE 5 Top Recruiters**, recognised on stage

The opening keynote, Huawei's national-ICT vision on the LED above a full house — Huawei's national-ICT vision, opening the day

A speaker at the podium addressing a full seated house under the blue HiRE 5 LED — The keynote, to a full house

The banquet hall set with round tables, LED screens lining the walls — The hall, lined with LED

The grand ballroom staged with rows of seating facing the branded LED stage — A ballroom, staged

Attendees checking in at the blue HiRE 5 Registration desk — Registration, in full flow

VIP round-table hospitality set under violet uplighting — VIP hospitality, set

Signing tables set on the open terrace — Signing tables, on the terrace

A HiRE 5 Certificate of Employment Confirmation booklet resting with a pen on a dark surface — And some walked out with this — a **Certificate of Employment.** What the day was for.

The outcome

A global brand, made to land — at national scale.

Huawei made the brand. We made it a place you could walk into.
WO! Studio — the HiRE 5 brief, in one line

Art & creative direction: Wael Orban — WO! Studio
Brand & master visual: Huawei
Client: Huawei × Egypt's Ministries of Labour and Communications & IT · iTB
Year · Scope: 2024 · Event art direction · environmental & signage design system · spatial direction · activation

Huawei brought the brand. We brought it to life.

Huawei doesn't outsource its brand. It outsourced the room.

One frame, sized for a nation.

A global ICT leader and two of Egypt's ministries — in one room.

Premium enough to carry a global name.

Drawn.
Then built.

The entrance gate

Registration

The media desk

Branding towers

One signal.
Thirty screens.

Forty employers. One board.

Then the room filled.

Egypt's Minister of Communications & IT, in the front row beside Huawei's Vice President.

The Minister, meeting the talent the day was built for.

Mr. Dou Yong opens the day.

Every figure here is a person who walked in hoping — and walked out connected.

A global brand, made to land — at national scale.

Huawei brought the brand. We brought it to life.

Huawei doesn't outsource its brand. It outsourced the room.

One frame, sized for a nation.

A global ICT leader and two of Egypt's ministries — in one room.

Premium enough to carry a global name.

Drawn.Then built.

One signal.Thirty screens.

Forty employers. One board.

Then the room filled.

Egypt's Minister of Communications & IT, in the front row beside Huawei's Vice President.

The Minister, meeting the talent the day was built for.

Mr. Dou Yong opens the day.

Every figure here is a person who walked in hoping — and walked out connected.

A global brand, made to land — at national scale.

Drawn.
Then built.

One signal.
Thirty screens.