Family Matters

Pitch
Positioning

Verbal Identity

Website strategy

Brand launch

Rebranding a 70-year-old NGO's image and communications

Technology changes how families communicate, discover information and compare services.
This charitable NGO had to update its brand and upgrade its website to appeal to the modern Hong Kong family.

The success of this rebrand started before we worked on it: gaining buy-in from uncertain decision-makers by showing a future where investment in its brand and comms builds long-term value. This project also demonstrates the power of a strong idea to sustain a brand and spark future ventures long after conception.

Pitch

The agency initially worked pro-bono with this NGO and suggested a rebrand project to improve their recognition and the impact of their campaigns and comms. However, the urge for change wasn't well understood around the organization.

As part of a pitch presentation to persuade decision-makers to modernize, I illustrated a journey for how a prospective family could be made aware of its new brand, more easily connect to its services and improve family life.

This story quickly and effectively turned the NGO around to commit to significant brand investment.

Positioning

Our team ran interviews and audited the brand's materials, from comms and processes to physical spaces. To appeal to Hong Kong's increasingly diverse and multi-lingual families and boost reach, I developed an English positioning idea and tagline to complement the one in Cantonese:

The new phrase, Family Matters, carries two meanings: the central role of family and the range of ways the NGO can help families.

Verbal identity

Using the agency's messaging framework to define key brand ideas and statements, I penned some lines to define the brand's new purpose and promise.

These phrases became internalized to help teams and volunteers understand and embody the brand.

Website strategy

I was part of the team involved in rethinking the brand's sitemap and how to improve its relevance and utility to customers.

One big change we made was adding an "Advice" section to support SEO activity and build brand credibility by signalling the NGO as an authority on family matters.