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.
