Brand Revitalisation for AFHK
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.
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.
Participating students include —
Advertising Design Year 4 students
CHOI Yin Lam Edith, LAM Pak Yee Rossetti and YIP Ka Chun
Communication Design Year 4 students
CHOR Lok Yin, FU Ho Ching, LEE Hannah and LI Ping
Environment & Interior Design Year 4 students
FU Ching and NGAI Tsz Hing Aigner
Social Design Year 4 students
TSANG Lok Yee and WONG Yuen Ting
Project Tutor —
Roberto Vilchis Echeverri, Instructor
School of Design, The Hong Kong Polytechnic University
Work-integrated Education in PolyU brings students together with real-world clients both inside and outside the classroom. Students’ fresh ideas, energy and passion lead to exciting opportunities for clients and collaborators.
The Cooperative Project is undertaken as a compulsory subject in the first semester of students’ final year of study. Collaborators ranging from commercial enterprises to government departments and non-profit organisations work together with tutors to come up with design briefs that meet the needs of their target audiences.