Hong Kong-based property developer, Hip Shing Hong, celebrated its 75th anniversary in 2023. The family-owned business’s large and diverse portfolio spans residential, commercial, industrial, and hospitality. 

As part of its anniversary initiatives, Hip Shing Hong appointed Stepworks to evaluate and elevate the company’s corporate brand.

A key requirement of the project was to retain heritage aspects of the brand on which it had built its trusted reputation.

Supporting business goals

The brand revitalisation project was designed to achieve a number of goals important to the principals:

Hip Shing Hong sought a distinctive purpose-driven positioning to guide brand strategy and business development.

The brand identity, brand architecture and various touch points required rationalising and simplifying to signal value to stakeholders.

The dynamic and progressive business also sought a more concise expression of its values to further build its healthy workplace culture.

Strategy-led, design focused

Closely collaborating with the principals, Stepworks articulated the project objectives and envisioned a brand strategy centred on a simple, meaningful core idea, Growing Together.

The positioning of the brand was defined after a research phase. The team interviewed key stakeholders, examined the competitive landscape and produced a report with insights and recommendations.  

A revitalised brand identity with a contemporary new logo was created to signal their commitment to positive change. 

Meaningful motifs and messages

The logo design is based on the first character in Hip Shing Hong –  協. This includes three 力 characters, meaning effort, contribution, power.

The 力 character was designed to portray a lower-case "h". An orange dot represents how everyone contributes to form the capital H. 

The 協 is also applied to create a graphic for the Hip Shing Hong brand identity.

A message framework succinctly expressed what the company and brand has to offer to different stakeholder groups to guide ongoing communications.

The new brand identity was rolled out with a workshop engaging the Hip Shing Hong executive team, and supported by detailed brand guidelines to ensure ongoing consistency.

 

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