Revitalisation for leading tech vendor’s brand

18 January 2023

Branding and digital agency revitalises leading tech vendor’s brand
The rebrand celebrates Tradelink’s 35th anniversary and marks a new era of strategic focus

Tradelink Hong Kong is one of the city’s longest established and most respected information technology vendors. The company leads the trade document compliance automation sector.  

Established in 1988 and listed in 2005, the company has successfully brought the advantages of information technology to tens of thousands of organisations. 

The company recently evolved its brand to mark its 35th anniversary and spotlight its strategic focus on key areas that support Hong Kong’s development as a technology hub.

A fresh look for a fresh tech specialist

Seeking a partner with experience in brand strategy, messaging frameworks, design and digital, Tradelink recruited Stepworks to support its brand revitalisation project.

The project began with an extensive research phase involving key Tradelink team members. This resulted in the Tradelink and Stepworks team developing a brand strategy that positions the company as Hong Kong’s digital efficiency expert. 

The team also defined Tradelink’s core values and produced a culture statement as required by the Hong Kong Stock Exchange.

A brand positioning aligned with business strategy

The positioning accurately summarises Tradelink’s heritage as a pioneer in Hong Kong’s digital space. It also enables the company to develop metrics that give its customers an understanding of the potential of digital transformation.

This is summed up in the positioning phrase, Maximising digital efficiency. The promise affirms how Tradelink works to help organisations get the most from their investment in digital technology.

A bold statement deserves a bold design

After defining the brand and supporting message frameworks, the team developed a new logo and corporate identity for Tradelink. 

The bold new look for the brand features heritage elements from its past, and offers plenty of scope for future development.

After approval of the corporate identity, the project entered a roll-out phase that would apply and test the validity of brand elements in a presentation deck and website.

Testing a new brand on a comprehensive website

The website was developed as a joint effort between Tradelink and Stepworks’ digital teams. It included input from all of Tradelink’s key business areas – trade compliance, supply chain management, identity management and payment technology.

The process enabled those involved to understand the impact of the new brand direction and ensure it could be applied consistently across all aspects of the Tradelink business.

Evolved brand and website were launched on schedule, along with a presentation deck template and a set of brand guidelines. The deliverables enable Tradelink to further produce consistent brand collaterals for the foreseeable future.


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