East Beat by Hendersonland
Place Branding
What was once the old Kai Tak airport in Hong Kong has transformed into a bustling part of the city. But the problem is that this place is not the first place people would think of when they think about going out as there are more well known places in the city. We wanted to shift that mindset and turn this place into the true heart of Hong Kong by re-telling it's story in a more interesting narrative. This is the concept we'd developed to achieve this vision.
We came up with an identity system which demonstrates the many things you do in Kowloon East catering to people from all walks of life. The name 'EAST BÈAT' was created to illustrative a lively scene in this well known area with the 'È' accented and shifted upwards. When the 'È' is in its idle form, it is made up of the icons and graphics which makes up the DNA of Kowloon East.
Creative Director: Helen Sham, Buji Ng
Associate Creative Director: Ollie Davis
Art Director: Huey Wong
Copywriter: Kerwin Choi / Ollie Davis
Agency: Ogilvy & Mather Group HK
Client: Hendersonland
