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.
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.