Interlink Hong Kong
Uniting the people of Hong Kong behind the world’s largest transport infrastructure project.
Kai Tak airport and the Port of Hong Kong were too small for the needs of the islands and the region. A much larger infrastructure was required. This endeavour would literally move heaven and earth, equal in volume to 367 Empire State Buildings and land reclamation involving two-thirds of the entire world’s dredging capability.
Challenge
Create a brand and campaign to define the project, get the people of Hong Kong on-board and promote the objectives to the international community.
Solution
The solution was selected for its immediacy and simplicity; three brush-strokes representing take-off, ascent and flight; of land-speed, and swift water-crossing. It resembled the Chinese numeral for ‘3’ placing the transport infrastructure within a trinity of air, land and ocean travel. It communicated direction, mobility and momentum within a contemporary calligraphic style.
Outcome
Our work successfully united the people of Hong Kong behind the project, engaging local and international support.
“
The branding successfully united the people of Hong Kong behind a complex and ambitious project.”
More work
