Branding with Printed Marketing Materials
for Branches of Hope, an NGO serving asylum seekers and human trafficking victims in Hong Kong.
The Brief
I worked with the Branches of Hope (BOH) for three projects, one Annual Report and two leaflets for two programmes under BOH. A professional and contemporary image was asked to portray the brand.
Challenge
It is essential for a brand to keep its look consistent to build a professional image. I tried keeping certain elements consistent to maintain the same visual identity throughout the printed materials.
The Solution
Several visual elements are kept the same throughout the materials. It includes an image-heavy approach, typographic/minimal icons and monochromatic colour palette for a single programme. With minimal changes across, I want viewers to identify the differences between various materials while keeping the same image.
2020 Annual Report
The theme this year is “Resilience in the midst of abruption”. While keeping the artistic direction mentioned above, I chose an approach which combines monochromatic images and vibrant colours (the colour of the brand/programme) to convey the sense of resilience. The monochromatic images serves as a backdrop which represents the situation of Hong Kong under COVID-19 and the protests during the year. With the vibrant colour bloc on top, it carries a uplifting vibe.
R.O.A.D Brochure
for R.O.A.D (Refugee Opportunity and Development)
R.O.A.D is an initiative to tackle the situation of refugees in Hong Kong. The same artistic direction was kept to maintain the professional image of the brand. An overlay of the colour of the programme (green) was put on top of images to emphasise on the programme.
K3 Brochure
for K3 (Keeping Kids in Kindergarten)
K3 is an initiative to tackle the problem of children in refugee families in Hong Kong. Similar to the R.O.A.D leaflet, the same artistic direction was kept to maintain the professional image of the brand. An overlay of the colour of the programme (sky blue) was put on top of images to emphasise on the programme.
