Protecting and progressing HK’s beloved trams

In operation since 1904, Hong Kong’s trams are an essential part of the Hong Kong experience.

Affectionately known as Ding Dings, they are both a valuable public transport service, and a treasured icon of a remarkable city.

Ding Ding network operator Hong Kong Tramways teamed up with Stepworks to create previously untapped value from their brand.

Rebrand launch instantly adds value to transport network

The launch of HK Tramways’ new brand was managed for maximum impact. The preparations for DD Day (Ding Ding Day) brought the entire Tramways team together to give Hong Kong a big surprise.

Overnight, a smile appeared on the company’s 163 trams. The new brand was unveiled at a media event and publicised via owned media. The launch generated considerable earned media. All signage was changed within two weeks.

Transport service rebrand signals commitment to change

Simple isn’t easy. The development process for Tramways’ corporate identity involved many months of research and experimentation.

Numerous parties were involved and multiple directions were considered.

Out of the deliberate process came the final logo and associated graphics. The corporate identity expresses the brand DNA with balanced emotion.

Brand guidelines mandate the correct application. The Tramways team became deeply involved in the new brand rollout as it was applied to every aspect of the organisation. Through this process they were made aware of the parent company’s commitment to the service.