Hongkun USA
Branding, Art Direction,
Visual identity for Hongkun USA, the US subsidiary of Hongkun Group, a global real estate investment, development, and management holding company headquartered in Beijing. Hongkun Group holds residential, commercial, healthcare, tourism and cultural properties in excess of $20 billion around the world. Since its establishment in 2002, Hongkun's portfolio has achieved continuous growth by expanding its scale of operations across a diverse range of asset classes and innovatively building its platform scope, adding comprehensive service offerings that enhance the value of its core business: community-focused real estate development.
Hongkun USA, headquartered in New York City, taps the successful community-building business model of its parent company to create dynamic mixed-use developments in the United States that are rich in lifestyle and cultural amenities at an attainable price point. The firm is currently focused on developing innovation-driven properties in Greater Metropolitan areas across the Northeast and the mid-Atlantic, and will expand its model nationwide.
![](https://freight.cargo.site/t/original/i/ee3d17aef6f60087ec6557c09e9216d28c0a79d8d902da0e752db7ac60f20968/PORTFOLIO.jpg)
![](https://freight.cargo.site/t/original/i/eb748089fef5af3f3dc507834ce3f190efc55bf3930265c9d900463471ad3499/PORTFOLIO2.jpg)
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.
![](https://freight.cargo.site/t/original/i/872e743124b4cc3d654f713a52088071e7c7983d9656de1cc8725802afb4ab2d/Foursquare_Presentation.jpg)
![](https://freight.cargo.site/t/original/i/2b4e602f27084da07c2ac5139409763c661ac32ee60b90d8993eb369d28f11e0/PORTFOLIO-211.jpg)
![](https://freight.cargo.site/t/original/i/e68650b295a3da6220347ee13e098fd97c389be01a864f7cc5df81110cbd66f0/PORTFOLIO-213.jpg)
![](https://freight.cargo.site/t/original/i/0e3e5b6399dbb65d87f60c6400e5b80ec467a93ca8f991eb30153fa564496847/PORTFOLIO-212.jpg)
The Chinese brand guidelines were adapted to the USA market.
![](https://freight.cargo.site/t/original/i/749e6ec1d0d56dc1d7fc677559fdef74fb48e35b93359d4284a78677f7f67c56/PORTFOLIO-214.jpg)
![](https://freight.cargo.site/t/original/i/0058444faa1df795b1d340a94641044daaa3469cddf9c61a06e279e90bc9d77e/PORTFOLIO-216.jpg)
![](https://freight.cargo.site/t/original/i/8eded828b847f8f8fdf187ee4086b1768619337aa0b23eba39722b08be9c24db/PORTFOLIO-219.jpg)
![](https://freight.cargo.site/t/original/i/d9fec58e08ecbcff99ab5480036ca0e48eca41c25fabee057285013541e341e7/PORTFOLIO-218.jpg)