Stepworks rebrands the Hong Kong Family Welfare Society with website and launch campaign

12 March 2019

The Hong Kong Family Welfare Society is an NGO whose drop-in centres, services and fundraiser programmes strengthen and support family wellbeing in Hong Kong.

As Hong Kong families become more diverse and digitally-connected, HKFWS sought to accelerate their brand to meet changing expectations, and to improve their communication and relevance across the organisation.

HKFWS partnered with the brand building agency Stepworks to clarify their vision, simplify their brand identity and amplify the helpfulness of their website. The initiative included a campaign to build awareness and excitement for their new brand.

Family matters

To kickstart HKFWS’s brand transformation, Stepworks conducted surveys and interviews with employees, volunteers, caregivers, and care recipients. From these insights, the agency worked with HKFWS to shape their brand strategy, which included defining their brand purpose, brand promise, and most importantly its DNA – Family Matters.

Stepworks developed a wholesome brand logo made up of three simple elements – a full circle representing the community, a house representing family, and a heart representing the love shared by HKFWS’s caregivers, volunteers, employees, donors and families.

Besides being friendly, simple and easy to recognise, the new logo acts as the foundation for a versatile brand identity system.

Serving families better

Stepworks introduced bright colour coding, iconography, and content organising systems to distinguish service categories and help users identify relevant offerings across its informational literature and website.

Stepworks developed the digital strategy and website for HKFWS, which considers the journeys their various audiences would take to discover and understand their services. HKFWS’s user-centric website features simplified information architecture, optimised menu navigation, live map integration, and handy shortcuts to contact and donate.

Stepworks also encouraged HKFWS to add a new section to their site featuring free, helpful, advisory content to inform and empower families in need how to deal with common family matters independently. This reflects HKFWS’s authority as an expert in family matters, and proves its dedication to truly strengthen and support Hong Kong’s families.

Winning hearts and minds

Internal stakeholder engagement via surveys, workshops and organisation-wide video updates helped provide feedback and encourage buy-in for the rebranding journey.

HKFWS’s 70th anniversary happily coincided with the rebrand, which was celebrated with a launch campaign. The campaign revealed to the public the new logo, website and centre signage – and other novelty executions such as rebranded service buses and paper ice-cream holders.

The rebrand for HKFWS was enthusiastically received both internally and externally. “Team Stepworks are inspired by the love and care each member of HKFWS brings to their work,” says Stephen Barry, Managing Partner at Stepworks. “Our team are honoured to have played a part in helping their organisation establish a firm brand foundation for serving families in Hong Kong for many more years to come.”


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