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Code-inspired brand successfully engages all stakeholders

Business objectivesNew offering, Shape perceptions
Code-inspired brand successfully engages all stakeholders
Branding
Advisory
Identity
Logo
Naming
Strategy
Systems

HKJC and MIT team up to launch a digital education program

For the first time, Hong Kong Jockey Club decided to outsource the naming of a new social initiative. They chose Stepworks to help with the branding.

For the first time, Hong Kong Jockey Club decided to outsource the naming of a new social initiative. They chose Stepworks to help with the branding. 

The project involved developing a computational thinking programme with MIT to instil computer science principles in early education. 

We applied the computer science principle of data compression to derive the name CoolThink@JC from the string computational thinking at Jockey Club.

This was translated into a brand identity and system that was successfully applied across the programme.




Students holding CoolThink at JC signage and a thumbs up icon at an event


Photo credit: Hong Kong Jockey Club Charities Trust

Value created

Successful outcomes – The enjoyable development process included detailed explanations, lively debate and common objectives, which helped the project proceed smoothly to success.

High audience appeal – The pilot programme was successfully rolled out and expanded to a wider audience. Fun, thoughtful branding contributed to its success.

Strong collaborations – Stepworks’ Wholehearted Brand Building methodology aligned the culturally diverse HK and US teams. Together they smoothly got the green light from HKJC’s senior board members.

CoolThink at JC logo using bracket and arrow shapes borrowed from coding syntax
The distinctive new logo built on the name by including coding symbols
CoolThink at JC brand guideline pages above a training session applying the templates on screen
CoolThink at JC's letterhead and business cards in blue and yellow, with partner logos
Stationery and guidelines empowered the team to develop the perceptions of consistency that communicates quality 
Mockup of a blue t-shirt printed with the CoolThink at JC logo and arrow mark
The brand passed the tee-shirt test – people liked to wear it

Related work

Academic institution brand building involves multiple stakeholders. An empathetic branding partner who applies an academic approach can help you achieve consensus and ensure effective outcomes.

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