Publicly traded Hang Lung Properties has a market cap exceeding USD1 billion. The company develops and manages property in Hong Kong and mainland China.

With a portfolio spanning residential, commercial and retail space, Hang Lung recognises the importance of branding as a competitive advantage. 

The company sought to ensure its brand would be applied with consistency across its many stakeholder touchpoints. To develop comprehensive brand guidelines, the company commissioned Hong Kong branding and digital agency Stepworks.

Methodical and precise development

The Hang Lung and Stepworks teams worked together to define the scope of the project, objectives and collaborative process. 

Stepworks’ designers first gained a thorough understanding of Hang Lung’s brand building objectives and priorities. They mapped the relationships between their various brands, and how they were applied. Inconsistencies and anomalies were flagged for attention.

 

 

Brand guidelines for risk reduction 

Branding is an investment. Brand guidelines help ensure that investment pays off because people conflate inconsistency with unreliability. Hang Lung and Stepworks defined and documented multiple scenarios where the company’s brands are applied. They specified how its brands appear together and as crossovers with other brands. This lowers the cost of brand development and reduces the risk of ineffective branding or redoing off-brand work.  

The project resulted in a comprehensive set of meticulously produced, engaging, easy-to-understand brand guidelines in English, Simplified Chinese and Traditional Chinese.

Stepworks also conducted a workshop with Hang Lung’s Hong Kong and mainland China teams to explain how to use the brand guidelines.

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