SUN HUNG KAI FINANCIAL
A unified corporate identity builds trust


The initial brief from Sun Hung Kai Financial was to produce a company folder, but it quickly became evident that the group lacked a unified corporate identity with different companies in the group using different logos, colours, typefaces and so on.

Firstline immediately proposed that, rather than produce another disparate marketing piece, the Group would gain a huge benefit if Firstline first created a corporate identity system (CIS). All marketing material produced would reinforce the brand rather than dissipate it, as was happening at the time.

Firstline’s experience already included producing CIS for Santa Fe and Deacons, and also working extensively with InvestHK to develop their system. We take particular pride in producing systems that the marketing department as well as the designer can understand and use.

Possibly the greatest challenge in creating the CIS was the first step; to unify the use of the company logo with agreement from all parties. From then on a core design template was established with a corporate typeface, colour sets, page grids and design devices. This system was then applied, in the guidelines, across stationery, advertisements, billboards, posters, pamphlets and brochures.

Once the CIS was finalised, Firstline went on to produce the company folder commissioned in the original brief, and also advertisements, annual reports, folders, carrier bags, brochures, various promotional items and literally hundreds of forms and stationery pieces.

Within a year of the original brief, practically all of Sun Hung Kai Financial’s marketing material and stationery followed the CIS. Every marketing piece consistently reinforced the brand values of the Group; trustworthiness, modernity and professionalism.