Challenge
Build Up was Alibaba.com’s first major push to recruit US businesses as sellers on the platform. Most American manufacturers, wholesalers, and distributors had never considered selling globally through a B2B marketplace, and many associated Alibaba.com with sourcing from China rather than selling to the world. Every event had to introduce the platform, build trust, and make global trade feel within reach for small business owners in a single workshop. The design needed to create a consistent, recognizable brand presence that worked across ten cities, multiple venues, and both in-person and digital formats.
Overview
Alibaba.com launched the Build Up initiative in July 2019 alongside a nationwide tour of workshops and educational events for US manufacturers, wholesalers, and distributors. Events were held in partnership with local Chambers of Commerce and organizations like SCORE, giving each city a locally grounded feel within a nationally consistent brand experience. From the start, the program ran both in-person and digital events, reaching audiences who couldn’t attend in person. When the pandemic hit in early 2020, in-person events paused and the program shifted entirely to digital, running through May 2020. I designed every marketing asset for the initiative, from the key visual system and event signage to collateral, branded apparel, and digital event materials.
Timeline
- Jul 2019 – May 2020
Role
- Visual Identity and Key Visual Design
- Environmental Graphics
- Marketing Collateral Design
- Exhibit Visual Design
- Digital Event Assets
Team
- Sales Team
- Marketing Team
- PR Agency
- Pan Lau (Sole Designer)
Theme and Key Visuals
The Build Up concept centered on the idea of Alibaba.com as a partner helping US businesses grow at every stage. The visual identity translated that idea literally, using a system of building blocks and stacked shapes to represent growth and construction. Since the initiative was targeting American businesses and touring major trading cities across the country, the hero image became a map of the United States assembled from blocks, with each event city highlighted in Alibaba.com’s signature orange. This key visual carried across every touchpoint, from staff jackets and printed collateral to signage, presentation decks, and social graphics, keeping the campaign instantly recognizable from city to city.
Signage and Marketing Collateral
Every Build Up event was supported by a full set of branded materials designed around the key visual system. Printed signage set the tone at each venue, while every attendee received a branded tote bag containing an Alibaba.com brochure, service flyers, and partner offers. The tote bag itself had a personal touch, with space for attendees to write in the name of the business they were there to build up. The bag was also printed by an Alibaba.com USA seller, making it a small but tangible proof point for what the platform made possible. I designed every piece of printed material for the initiative, including the brochure, flyers, and invitation cards.
Impact
Build Up earned significant press coverage at launch, including Business Wire, The Drum, and SupplyChainBrain, reflecting the scale of Alibaba.com’s commitment to the US market. The initiative ran 13 in-person events and 20 digital events across 10 cities, with each event targeting between 100 and 500 attendees. Running both formats from the start meant the program could reach local manufacturers, wholesalers, and distributors who couldn’t attend in person, and when the pandemic forced a full shift to digital in early 2020, the infrastructure was already in place to continue without interruption. The consistent visual identity across every city and format helped Build Up feel like a national movement rather than a series of isolated workshops.