Sun Hung Kai Financial
The initial brief from Sun Hung Kai Financial was to produce a company folder, but it quickly became evident that the group lacked a unified corporate identity with different companies in the group using different logos, colours, typefaces and so on.
I proposed that, rather than produce another disparate marketing piece, the Group would gain a huge benefit if we first created a corporate identity system (CIS). All marketing material produced would reinforce the brand rather than dissipate it, as was happening at the time.
My experience already included producing CIS for Santa Fe and Deacons, and also working extensively with InvestHK to develop their system.
Possibly the greatest challenge in creating the CIS was the first step; to unify the use of the company logo with agreement from all parties. From then on a core design template was established with a corporate typeface, colour sets, page grids and design devices. This system was then applied, in the guidelines, across stationery, advertisements, billboards, posters, pamphlets and brochures.
Once the CIS was finalised, I went on to produce the company folder commissioned in the original brief, and also advertisements, annual reports, folders, carrier bags, brochures, various promotional items and literally hundreds of forms and stationery pieces.
Within a year of the original brief, practically all of Sun Hung Kai Financial’s marketing material and stationery followed the CIS.
Working with R&R Publishing, I initiated the creation of Security Asia, a free subscription B2B magazine. I formed the outline of the contents and recipients, design of the magazine and designed and wrote the advertising information pack and all marketing materials. I also designed, built and wrote the website and created an EDM template using Constant Contact. I was also involved in the process of achieving support from the HK Security Association.
Involved in the job description and search for employing the magazine’s first Editor and an advertising agency to sell advertising. Worked with the editor on the page plan and overseeing the full layout with the artist, print specification and printing, subscription and letter-shopping.
Involved in promoting Security Asia through security related organisations, exhibition partnerships, seminar participation, design and production of display material and production of EDM’s.
Hong Kong International Cricket Sixes
One of Hong Kong’s most high profile events was to be produced by the Hong Kong Cricket Association after many years of external event companies running it. A great deal of the material had to be started from scratch and with my expertise in design & production, prepared all the specifications for the many materials required.
Set-up timing was short so once the concise estimates were confirmed, branding for the event was proposed, agreed and the production of the various items began their process. Items included advertising, tickets, posters, tent cards, presentation backdrops, a giant cheque, lamp post banners, various event passes, stadium signage and invitations.
Running together with all the items were the design, set-up and hosting for the website. The website design had to follow the organiser’s only branding, that of their logo, and not the event branding, in a highly functional, clean, yet dynamic look. The site was constantly and quickly being updated with the latest news as it came through, culminating with the update of the matches over the weekend of the international event and providing excellent coverage.
"... he demonstrated the ability to portray the excitement of the event in his designs, is methodical in going through all the requirements the event material needs, takes responsibility in getting the work produced to the quality expected and within the time restraints.”
Australian Association of Hong Kong
I was invited by the Association’s ball committee to do the design and production for their annual charity fund-raising event after being recommended within the Committee. I was seen as the person who would inform, depend on and take charge of the design project which is so important when it is out of a Committee member’s scope and time restraint to oversee.
My extensive experience of working with clients and knowledge of scheduling, materials, and finishes meant we could produce a visually exciting and imaginative invitation set, ticket and ball programme within the Association’s tight budget and in good time.
Lion Rock Institute
The first issue of Best Practice, a quarterly journal on international public policy, had been created in-house by the publisher. The publishing company had little experience of designing and producing a magazine and on realising their difficult task of producing the magazine, I was invited to design and print future issues.
New designs were prepared and incorporated many ideas to improve the look and readability of the text-heavy publication in a style suitable for this high-brow publication. Simple but stylish templates were designed, fonts, charts, rules and guidelines established. Making full use of few images supplied due to budgetary constraints was considered, and pull-quotes added to break up the text to improve the look and readability. For the Editor, it was easier to see how much material was required for each story and make producing the magazine a whole lot easier and meet the deadlines.
The outcome is a magazine that is barely recognisable from the first issue - its name and size the only thing to remain.
The Hong Kong Security Association
Rejuvenated an old and unappealing website into a modern design that was far more informative to its members. Created a clear design and site map, a cross-link of products and services amongst its many members - and important to the organisation, an ease of use for keeping it all updated.
Each website page was redesigned, new sections added and all re-written as the new website was built and expanded. In tandem with rebuilding a new website, a complete rebranding of the HKSA’s materials with guidelines was developed. This rebranding included the logo, all stationery items, forms and various promotional materials.
Kids Channel kindergarten in Mongkok had been established for several years and due to an enforced change of premises it took on a much larger premise that required an increase of children to pay for the additional costs. The family run business that had depended entirely on word of mouth as promotion now had to think seriously of a marketing plan to increase the intake on a shoestring budget.
The immediate and basic tasks were signage for the new premises and to review all the material that was in use as the move was at the same time as being contracted for the work. We redesigned the material as contact details were updated to present their image with a highly professional look. We now focused on free promotional material with the use of Facebook an obvious one. With plenty of current parents to reach, I wrote and designed an e-newsletter and photos were taken showing the bright new premises. The e-newsletter is now a monthly item and is increasing in its reach while following the strict anti-spam guidelines. All free website listings of Kids Channel were updated and new ones sought and added.
A budget was prepared for advertising in magazines and websites after concise research was made covering all the publishers in their field. A PR piece was prepared in a magazine style in English and Chinese and sent to publishers looking for free exposure.
A company brochure was written, designed and translated and was distributed by deals with the nearby newspaper vendors and as hand-outs out to reach the local vicinity making it very cost-effective.
A best value advertising plan was executed after receiving a favourable deal with a magazine publisher and the response has been very positive with an increase in pupils, more course attendances and inquiries.
ITS Education Asia
Produce an annual schools guide for an organisation that is specialised in teaching and school and university placement in Asian cities with little to no experience in publishing.
The guide has over 400 pages of articles, listings and charts and requires close assistance with editorial and style guidance, scheduling, layout, image sourcing, print specification and production.
Advice on advertising and image files supplied to contributors and advertisers was important to ensure complete quality in print.