We Are Hong Kong

Branding the city of Hong Kong

Brand Manual

Project brief: Develop new branding for the city of Hong Kong.

We are Hong Kong is a brand that brings people back to the real heart of Hong Kong - not the concrete buildings, not the nonstop shopping, but the everyday people of Hong Kong and their stories.

For this project, I created a brand manual that details the brand's new personality, identity, and experience.

Brand Manual


Fall 2015

Cynthia Lu: design, strategy

All photography used/modified for mockup purposes. I do not take credit for any of the photography/imagery used in this project.