As part of its 65th anniversary, the Hong Kong NGO SRACP teamed up with branding agency Stepworks to revitalise its brand identity. 

Launched as a prisoner rehabilitation group in 1957, the organisation fosters a healthier society by offering practical services to at-risk people who need guidance, kindness and support.

Evidence-based decision-making

The brand revitalisation initiative kicked off with an indepth research phase. The brand strategy that emerged was guided by the views of key stakeholders, and academic insights.

The team coined a new English name for SRACP – SideBySide. The name and core message focuses on the unwavering, understanding and support team members provide service users. 

This idea inspires the organisation’s purpose, and positioning phrase – Everyone deserves to belong.

Practical services that make a real difference

The message frameworks developed as part of the rebrand recognises SideBySide’s expanded role. Its services cover social rehabilitation, mental wellness, career development, community education, cultural inclusion and community connection.

Conducting the brand revitalisation to coincide with its anniversary celebrations enabled SideBySide to introduce change in a meaningful and memorable way. The project asserts the organisation’s determination to innovate to progress its very worthy mission.

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