Brand Revitalisation for AFHK

Creator

Advertising Design: Choi, Yin Lam, Edith 蔡燕琳 -- Lam, Pak Yee, Rossetti -- Yip, Ka Chun

Communication Design: Chor, Lok Yin -- Fu, Ho Ching -- Lee, Hannah -- Li, Ping

Environment and Interior Design: Fu, Ching, Michelle -- Ngai, Tsz Hing, Aigner 魏子馨

Social Design: Tsang, Lok Yee -- Wong, Yuen Ting

Title

Collaborator

Alliance Française de Hong Kong (AFHK)

Subject

Advertising -- Design -- Exhibitions

Interior decoration -- Design -- Exhibitions

Social aspects – Design -- Exhibitions

Visual Communication -- Design -- Exhibitions

College graduates

Date Created

2021-06-17

Relation

PolyU Design - Cooperative Projects

Format

Photographs

Identifier

ASSD2021W03P001

Is Part Of

BA (Hons) Scheme in Design

Work-Integrated Education (WIE) - Cooperative Project

Description

Design brief

Under the patronage of the French Consulate, Alliance Française (AFHK) is the only French cultural centre in Hong Kong. It organises major cultural events annually, such as the French Film Festival, and hosts numerous programmes as part of Le French May, Make Music Hong Kong and the French-Speaking Festival. AFHK also offers a rich calendar of social events, film screenings and conferences at its centres and promotes the active engagement of the people of Hong Kong with the French language and culture.

The students worked with AFHK to revitalise its brand identity and communication potential to reinforce its status as an established French language school and cultural institution in a creative way that would appeal to the wider Hong Kong community and tap into new markets, such as young professionals and international Francophiles.

Design outcome

Over the course of nine weeks, two student teams carried out research and analysis with AFHK and its strategy/consulting/communications affiliate, which provided a great hands-on experience of collaboration between a consulting agency and the client. The students attended focus groups to understand and assess the current brand perceptions of AFHK and analysed existing brand attributes, which yielded justifications for the proposed design concepts and rebranding strategies.

The students developed new colour systems and visual elements and suggested new typography for AFHK to use on its promotional items. The new visual identity system suggested a youthful and energetic vibe with an unmistakable character and a unified style. The other rebranded items and design concepts included poster designs, copywriting, social media feeds and posts, electronic newsletters, brochure designs, stationery and business cards. The students suggested various design touchpoints for engaging with AFHK’s target audience, such as interaction on social media using French and travel-related content. The students also proposed to revamp the façade of the cultural centre, inspired by traditional French colours and culture.

The print, Web and digital design concepts were licensed to AFHK in 2021.

Collection

PolyU Design Show 2021