The Hong Kong Family Welfare Society has served families for 70 years. However, the families they serve have changed over time.
The family unit is changing. Family needs are more complex. Families seek more convenient ways to communicate.
HKFWS transformed – internally and externally – to realign the way they communicate and amplify the relevance of their services to families. Stepworks supported HKFWS’s organisation strategy with a clarified brand strategy aligning with their vision for how they wish to serve families now and for the future.
HKFWS received a flexible brand identity system and enhanced communication assets to better reach audiences. Stepworks accelerated their efforts to motivate internal change and stay relevant to stakeholders.
Broadened appeal – The brand opened up to relate to more families. The dual-meaning English positioning phrase, Family Matters, reflected their well-known Chinese one to include Hong Kong’s non-Cantonese families.
Reduced visual clutter – The brand was simplified. The acronym HKFWS was embraced for easier recall. The new logo comprised three simple shapes – the circle, home and heart – which became building blocks for a friendly and easily recognisable design language.
Rejuvenated team focus – The 1000-strong NGO achieved renewed focus and enthusiasm. Their anniversary and rebrand became the catalyst to reinvigorate and align stakeholders, staff and volunteers around HKFW’s core values and fresh approach.
Drum roll, please. HKFWS revealed their new brand to the world at their 70th anniversary celebration and evening fundraising gala.
On this day of celebration, the leadership team unveiled their new brand where the story – including the purpose, promise, logo rationale and positioning phrase – was shared with excited families, staff and volunteers.
Event attendees revelled in the celebrations with branded goodies such as free ice-creams and T-shirts bearing the new logo. In a few high traffic spots around Hong Kong, car wraps and new service centre signage signalled the brand reveal to the greater public.
Inspired pride and excitement – Scheduling the rebrand reveal at a key milestone in the organisation’s longstanding history resulted in more meaning for everyone close to the brand.
Spreading joy (and awareness) – Branded ice-cream cones, tote bags, T-shirts, stickers, plus a fleet of wrapped minivans made for a lively environment for participants to share the rebrand on social media. Many items reappeared for HKFW’s fundraising Flag Day event, compounding the rebrand’s reach across the city.
“We want to thank Stepworks for helping us understand how valuable our brand is for the Hong Kong Family Welfare Society. With their help, we aligned our values with a bold, updated image that reflects our mission. We’re confident that families in Hong Kong and all our supporters inside and out will find more meaning and understanding in our organisation as a result of our brand revitalisation project.”
Annie Lo Ka Lok, Acting Executive Director
Hong Kong Family Welfare Society
The Hong Kong Family Welfare Society has multiple audiences – internal teams, stakeholders, external partners and a network of carers, volunteers and families.
A key challenge for the large-scale rebrand was simply keeping everyone informed of progress. Another was encouraging internal buy-in for the new brand throughout the process.
Stepworks helped HKFWS develop a series of e-newsletters with videos featuring the NGO’s executive director to update audiences. Each video explained the reasons for change, how it may affect the viewer, and encouraged people to unite around the organisation’s shared purpose.
Internal communications – Unexpected surprises can discourage teams from embracing their organisation's new direction. Frequent, inclusive internal updates engaged teams with the brand’s progress.
Secured alignment – The earlier stakeholders are involved, the more likely they will be on board with change. Keeping all stakeholders in the loop early ensured there was less disruption to plans for the rebrand.
Systematic brand management – Extensive brand guidelines and a face-to-face workshop ensured managers were equipped to keep the revitalised brand consistent.
Searching online is often the first move people make when seeking information. HKFWS needed to live up to families’ expectations to be clear, simple and useful. The enhanced site helped HKFWS gain a greater presence online.
The new website is focused on delivering on users’ needs. Simple navigation and information structure helped visitors more easily find relevant advice, services and centres. Fewer pages helped delineate the organisation’s milestones, achievements and internal structure. The new site launch coincided with HKFWS’s anniversary.
Stepworks also worked with HKFWS on their own content development strategy, publishing advice relating to family matters as easy-to-read articles. This initiative helped visitors find help relevant to their situation.
Delivering scalable service – Publishing helpful articles on family issues with HKFWS’s experts elevated its reputation as a thought leader in the family welfare service category.
Be more useful – Improving the site’s navigation and usability made it a helpful tool for families to find information quickly and effortlessly.
The new website uses a simple menu navigation and more readable pages to direct users to the services that matter to them most
“We want to thank Stepworks for helping us understand how valuable our brand is for the Hong Kong Family Welfare Society. With their help, we aligned our values with a bold, updated image that reflects our mission. We’re confident that families in Hong Kong and all our supporters inside and out will find more meaning and understanding in our organisation as a result of our brand revitalisation project.”
Annie Lo Ka Lok, Acting Executive Director
Hong Kong Family Welfare Society
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