Project Role
Creative Director, Brand Strategy

The Challenge
The Hong Kong Trade Development Council is the premier government organization for bringing together local and international businesses. In particular, TDC's mandate focused on introducing foreign buyers to China-based suppliers. The TDC web portal is a business resource for SME's and larger corporations providing an extensive library of information on local trade regulations as well as an online exchange representing tens of thousands of Chinese and international companies. HKTDC required a new brand image for the portal which was seen as too static and limited by focus groups.

The Solution
The goal of the new branding was to reposition HKTDC as a dynamic, useful and indispensable business tool for Chinese and international companies. The new strategy shifted the image from the portal as a "library of documents" to an "interactive business tool." The messaging grew from a "performance" platform focusing on how the portal increased the performance of your business. The new tagline - Power to Profit - communicated the ideas of strength, opportunity and business success.

Deliverables
Brand Strategy Document
Sample Creative Treatments

Hong Kong TDC
Special Olympics
Communication Central


Branding Clients

Rimagine
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Arclight Inc
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