Branding heritage

Building a new venture on a strong legacy

HK Tramways commissioned Stepworks to provide brand advice and execution for its new tourist attraction, the TramOramic Tour. The tour takes visitors on an amazing one-hour journey around the city in a 1920s-style heritage tram.

The trip introduces passengers to places of interest. They hear tales of the city, its history and iconic tramway via a narrated soundtrack in several languages.

Stepworks joined the project at a critical point and was able to fulfil the vision of the team that conceived it. From the design of the tram car to the feel of the souvenir Golden Tickets, Stepworks infused the brand with authentic elements from the past.


Value created

Leveraged brand assets – Hong Kong’s tram tours consistently rank among HK’s top must-see attractions in travel media. The tram tours have delighted international audiences and enhanced perceptions of the entire tram service.

New income streams – The Hong Kong Tramways management team are pleased with the ticket sales to date. The tour is also a valuable channel for branded Tramways merchandise.


The Stepworks team helped to design the TramOramic tram

The service logo reflects both heritage and premium positioning

The design offered merchandising opportunities

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