Build a Popular Brand Image By Embracing Creativity
Hong Kong Design Centre (HKDC) launched the first creative tourism project in Hong Kong (#ddHK) in 2018 where it envisions the Wan Chai and Sham Shui Po districts as an 'open-air design district gallery'. It aims to illustrate an authentic culture that resonates with locals, and lead tourists on an in-depth tour of creativity to discover a different Hong Kong. The project is designed to give tourists a unique experience of Hong Kong. Ztory was commissioned by HKDC for the brand design of this project.
Client
- Design District Hong Kong (#ddHK)
What We Did
- Brand Identity
- Naming
- Slogan
- Editorial Design
- Video Production
- Web Design
Ztory is convinced that a successful brand always comes with three important elements: position, value and story. From the team's point of view, this project is similar to a proposal of living with creativity in the community. With a variety of street events, it provides the locals and visitors with the opportunity to find their own way of creativity and discover different ways of life. Through the events relating to different aspects of history, inspiration, unique architectures and designs, visitors could gain a unique life experience.
Based on the elements mentioned above, Ztory suggested to name the project as 'Design District Hong Kong' (#ddHK). The 'dd' not only stands for Design District, but also involves the meaning 'Discover' and 'Different' . While '#' was inspired by streets, alleys and the bamboo scaffoldings in the city, it involves the meaning of travel and experience. As for the key visual, bold and vivid colours are chosen to give a good contrast of colours. It helps to build a powerful sense of visual equilibrium with the '#' symbol in the design, injecting life and vibrancy to the brand. In addition, it is eye-catching that the audience could easily remember and be impressed by it.
Strengthen the Brand Awareness
In the second year of the project, Ztory provided suggestions for improvements in areas including brand position, information, brand identity and communication. To enable the public to have a more comprehensive understanding of '#ddHK', the team suggested to use 'our urban gallery' as the new position, so as to point out the three main elements of this project – local tours, exhibition galleries and local sentiments. As there was a lot of information going on in this project, the team proposed simplifying the names of the events so that the audience could easily understand the contents.
Moreover, Ztory developed a brand identity system that is more systematic and flexible so that it is closely intertwined with brand repositioning. This could further highlight the brand identity and build an iconic image of '#ddHK'. The team also made the value of the project stand out by creating promotional videos and web design so as to attract more audiences.
A Final Word
Although '#ddHK' events came to an end, it is undeniable that it has become a favourite creative tourism project of locals and tourists through its unique brand image, a series of exhibitions and guided tours. Ztory envisions that '#ddHK' will be perpetuated to let more people discover the beauty of authentic designs in Hong Kong.
