Hong Kong Design Centre
Unleash! is a programme organized by Hong Kong Design Centre to build the city’s design thinking capabilities across all sectors, from business and civil service to education and society. As humanity is the key element of design thinking, and the target audience are local citizen from varies background, the branding design aim to deliver a tone of friendly, human and easy to understand.
The challenge of this project was to create a brand identity that helps the public to understand the benefits of design thinking. Most of the local thought that design thinking is a jargon or complicated language which only creative people can understand, but the fact is design thinking is capable to apply in all field of industries, no matter you have any design background or not.
We come up with the solution : by creating a vibrant, friendly, dynamic and simple graphic identity system, we deliver the message with human touch illustration, each illustration / graphics are start from a line, meaning that all the inspiration is start from empathy, and the design thinking process can be traced from the path of your original problem.
The identity has been widely used in all marketing collaterals, maintaining a strong, bold, direct and yet professional image, and flexible in varies communication items or media towards target group. All these marketing collaterals aim to raise awareness, engage and let the stake holders experience the benefits of design thinking. The visuals and graphics in varies media are developed by a single line, extended to be different form and message, which means design thinking is start from empathy and understanding, develop into different perspective to cater the problem with innovative solutions.
We selected a combination of vibrant color for the color palette thru out the branding design, as to draw the attention and deliver a tone of energetic touch, which creativity should be bright and excited!
For more information please visit https://www.unleashhk.org/
Scope of work included concept development, art direction, branding, marketing collaterals design, print production.