Gold Coast is a coastal resort encompassing exclusive residences, hotel, yacht club and outdoor piazza shopping and dining area. BrandCraft was tasked with redefining it as a modern paradise away from the hustle of the city.

 
 
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The existing brand

The existing Gold Coast identity was introduced when Gold Coast Hong Kong was built in 1993. After 25 years, the identity had become outdated and no longer expressed their high-end market positioning.

The branding consisted of a variety of disconnected sub-brands without a singular, ownable master logo.

 
 

—Existing Gold Coast sub-brand branding

 
 
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Repositioning Gold Coast

We worked with key stakeholders to unravel what Gold Coast stands for in the mind of their consumers, to be defined once again as one of Hong Kong’s most desirable destinations for living, entertainment and breaks from the city.

We looked at Gold Coast’s surroundings and focussed our moodboards on imagery of sunsets and flowers in bloom. These images evolved into a youthful colour palette which was then applied across the group’s sub-brands.

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A celebration of place

The refreshed visual identity is designed to translate imagery of nature and the sunsets that residences and visitors to Gold Coast experience.

The identity uses a singular brand mark and a simple and functional stacked logotype that can be used across each of the Gold Coast brands; Residences, Yacht Club, Piazza and Hotel.

 
 
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An easy-to-use identity system

An identity system was created across all forms of communications including responsive eDMs, stationery, advertisements, sales packs and brand guidelines. The system was created to be turn-key for their in-house marketing team.

 
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Client: Sino Group
Deliverables: Brand Identity, Guidelines, Identity System
Year: 2018—2019

 
 
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Gold Coast Hong Kong —Rebranding the Hong Kong destination

Gold Coast Hong Kong
—Rebranding the Hong Kong destination

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Marriott Weddings
—A personal touch for a global brand

ASTP —Communicating ‘Knowledge Transfer’

ASTP
—Communicating ‘Knowledge Transfer’

Bakehouse —An Identity for the Wan Chai bakery

Bakehouse
—An Identity for the Wan Chai bakery

Fair Trade Hong Kong —Rebranding the NGO for a dynamic future

Fair Trade Hong Kong
—Rebranding the NGO for a dynamic future

RPSA —Creating a corporate identity for a family office

RPSA
—Creating a corporate identity for a family office

JP Morgan —Ensuring a holistic brand across Asia

JP Morgan
—Ensuring a holistic brand across Asia

RiPrism —A sophisticated yet approachable identity

RiPrism
—A sophisticated yet approachable identity

Yun Ya —Designing a cross-cultural identity

Yun Ya
—Designing a cross-cultural identity

Pacific Place —Revitalising Hong Kong’s luxury retail destination

Pacific Place
—Revitalising Hong Kong’s luxury retail destination

Hunter & The Chase —There’s no hunter without the chase

Hunter & The Chase
—There’s no hunter without the chase

Karavanstop —Creating a playful identity within the Hong Kong Airport

Karavanstop
—Creating a playful identity within the Hong Kong Airport

Various logos & logotypes —2015 to 2019

Various logos & logotypes
—2015 to 2019

GoSkills —Rebranding the e-learning website platform

GoSkills
—Rebranding the e-learning website platform

滄浪之水 —A modern take on the Chinese teahouse

滄浪之水
—A modern take on the Chinese teahouse

Hack Chinese —Building a digital-first brand identity

Hack Chinese
—Building a digital-first brand identity

Hotel Charlie —Visually rich brand identity

Hotel Charlie
—Visually rich brand identity

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