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.

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.

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.