After looking at branding elements from Hong Kong, I was troubled by one branding image in particular — the Hong Kong Tourism Board. In their branding, they highlight Hong Kong’s modern look with their designs, yet Hong Kong is so much more than that. The city’s rich history and culture, juxtaposed with modernized elements is what, in my opinion, constitutes Hong Kong. Thus, I wanted to give tribute to my home and do a rebranding project on the Hong Kong Tourism Board. In my project, I aimed to highlight this juxtaposition, bringing to light the many complexities behind this international city.
The fundamental element of this rebranding project was to combine the rich history of Hong Kong with its more modernized, constantly changing elements. To begin, I recreated the logo, abandoning the boat to incorporate the importance of Chinese architecture; the logo is made of a gride of tiny squares, resembling the pattern of traditional tiles that can be found in the city. Moreover, layering color treatment was used as a pivotal element in the brand identity; exposing how the many layers of Hong Kong build off one another to create new, exciting experiences. To create these new experiences, in accordance with the mission of the brand — to attract tourists — I came up with the idea of creating guidebooks (bucket lists). When coming to such a big city it may be overwhelming for many tourists to know what to visit, so I created these lists to ensure that people could experience the city in a way that dives into both the traditional and modernized attractions. Furthermore, I categorized the lists into separate sections (art, architecture, food, technology, and culture) for increased accessibility. In conjunction with the lists, I also wanted to create a magazine for the brand to visually attract tourists to Hong Kong. By creating a visual representation of this stark juxtaposition, the magazine serves to introduce tourists to the city in a vibrant way. Finally, I thought it was important to rebrand the social media platform for the tourism board to encompass my project’s mission and the layers behind the city.
In the end, this project was able to successfully capture the true essence of Hong Kong through a new contemporary take of the city’s identity. My home serves as a tourist destination and I want to ensure that tourists can experience the rich history that my city offers. Through this rebranding project, I was able to effectively juxtapose the timely elements of the city, catalyzing the interest of tourists to dive into these instrumental facets.