Since 1926 the Hong Kong Society for the Protection of Children (HKSPC) has worked to promote early childhood wellbeing. 

Each day the society safeguards and provides over 3,000 children with a variety of professional services, with love, care and support.

The not-for-profit organisation is driven by the scientifically supported idea that all of society benefits when children experience a happy childhood. 

Following a review of its operations, the organisation decided to refresh its branding in 2022. HKSPC recruited Stepworks for the task. The scope of the project spanned research, brand strategy development, brand identity design, and internal brand workshops with their team.

Listening to stakeholders 

The branding initiative began with HKSPC and Stepworks assembling a project team.

A key consideration was to involve HKSPC’s wider team in the process, to ensure concerns and aspirations were heard from all levels of the organisation. 

During the research phase, a diverse group, ranging from on-the-ground volunteers to senior decision-makers, were invited to share opinions and insights about how to position the NGO.

It emerged that the prime motivation for the public-facing caregivers was a deep passion for looking after the wellbeing of children. They understood that their work had far-reaching consequences, not only for their charges, but for wider society.

The advocate for early childhood wellbeing 

The dedication and expertise of HKSPC team members inspired the positioning of the organisation as the advocate for early childhood wellbeing. 

This positioning and the recognition of the wider impact on society is expressed in HKSPC’s new positioning phrase, Happy childhoods uplift us all.

To showcase and celebrate HKSPC’s commitment to its cause, the branding team designed an eye-catching cheerful new brand identity – with a logo that reminded stakeholders of their team’s shared mission. 

Equipped for future brand building

HKSPC also received a toolkit that includes brand guidelines and templates and digital brand assets for various applications, which enables the organisation to develop on-brand communications materials going forward.

The successful collaboration between HKSPC and Stepworks supports the organisations’ journey towards its stated vision: A world where everyone can look back on a happy childhood.

“Our research identified Stepworks as the right brand consultant to support our organisation at a sensitive time. Their caring, collaborative approach and guidance gave us the confidence to introduce changes to our branding. Our new direction proclaims our priority and is embraced by our people.”     

Subrina Chow, Director
Hong Kong Society for the Protection of Children

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