Hongkun USA
︎︎︎ Art Direction, Branding
As the Art Director for Hongkun USA, I was responsible for creating the visual identity for the US subsidiary of Hongkun Group, a global real estate investment, development, and management holding company headquartered in Beijing. With a portfolio exceeding $20 billion in residential, commercial, healthcare, tourism, and cultural properties, Hongkun Group has continuously grown since its establishment in 2002 by expanding its operations across diverse asset classes and enhancing its core business with comprehensive service offerings.
Headquartered in New York City, Hongkun USA leverages the successful community-building business model of its parent company to develop dynamic mixed-use properties in the United States. These developments are rich in lifestyle and cultural amenities, offered at attainable price points. Hongkun USA is focused on innovation-driven properties in the Greater Metropolitan areas across the Northeast and the mid-Atlantic, with plans to expand its model nationwide.
My role involved crafting a cohesive and impactful visual identity that reflects Hongkun USA's commitment to creating vibrant, community-focused developments, resonating with their mission to offer accessible and enriched living experiences.
Circles and organic lines can be seen in most of their properties. Those circles and lines served as an inspiration for the refinement of the logo and icon.
The Chinese brand guidelines were adapted to the USA market.
