CLIENT:
HOUNGKUN USA
YEAR:
2018
EXPERIENCE:
ART DIRECTION, BRANDING
Hongkun USA
about.
As Art Director for Hongkun USA, I was tasked with developing a visual identity that would establish the U.S. subsidiary as a modern, community-driven real estate brand while maintaining a connection to its parent company, Hongkun Group—a $20 billion global real estate powerhouse. The branding needed to reflect Hongkun USA’s focus on innovation-driven, mixed-use developments while resonating with the company’s philosophy of building dynamic, accessible communities.
challenge.
Entering the U.S. real estate market, Hongkun USA required a distinctive yet cohesive identity that honored the heritage of its parent company while appealing to an American audience. The brand needed to communicate sophistication, approachability, and innovation, ensuring flexibility across digital, print, and environmental applications.
Inspired by the circular and organic lines seen in Hongkun’s architectural elements, I developed a refined, modern design system that visually reinforces the company’s commitment to community and seamless urban living:
Logo & Icon System: A minimalist yet bold circular motif derived from Hongkun’s architectural style, symbolizing connection, movement, and innovation.
Typography & Color Palette: A refined typographic system and a sophisticated, neutral-toned palette that balances modernity with timeless elegance.
Brand Guidelines: Established a scalable design framework that ensures consistency across marketing materials, digital platforms, and signage.
Marketing & Collateral Design: Developed brochures, business cards, digital assets, and environmental branding to create a cohesive brand presence.
results.
The Hongkun USA branding successfully positioned the company as a forward-thinking player in the U.S. real estate market, bridging its global legacy with a fresh, modern identity. The refined design system provided flexibility and scalability, ensuring the brand remained distinct, impactful, and aligned with its mission to build dynamic, community-centric developments.
more to explore.
Hongkun USA
CLIENT:
HOUNGKUN USA
YEAR:
2018
EXPERIENCE:
ART DIRECTION, BRANDING
about.
As Art Director for Hongkun USA, I was tasked with developing a visual identity that would establish the U.S. subsidiary as a modern, community-driven real estate brand while maintaining a connection to its parent company, Hongkun Group—a $20 billion global real estate powerhouse. The branding needed to reflect Hongkun USA’s focus on innovation-driven, mixed-use developments while resonating with the company’s philosophy of building dynamic, accessible communities.
challenge.
Entering the U.S. real estate market, Hongkun USA required a distinctive yet cohesive identity that honored the heritage of its parent company while appealing to an American audience. The brand needed to communicate sophistication, approachability, and innovation, ensuring flexibility across digital, print, and environmental applications.
Inspired by the circular and organic lines seen in Hongkun’s architectural elements, I developed a refined, modern design system that visually reinforces the company’s commitment to community and seamless urban living:
Logo & Icon System: A minimalist yet bold circular motif derived from Hongkun’s architectural style, symbolizing connection, movement, and innovation.
Typography & Color Palette: A refined typographic system and a sophisticated, neutral-toned palette that balances modernity with timeless elegance.
Brand Guidelines: Established a scalable design framework that ensures consistency across marketing materials, digital platforms, and signage.
Marketing & Collateral Design: Developed brochures, business cards, digital assets, and environmental branding to create a cohesive brand presence.
results.
The Hongkun USA branding successfully positioned the company as a forward-thinking player in the U.S. real estate market, bridging its global legacy with a fresh, modern identity. The refined design system provided flexibility and scalability, ensuring the brand remained distinct, impactful, and aligned with its mission to build dynamic, community-centric developments.
CLIENT:
VTS (In-house)
YEAR:
2021-PRESENT
EXPERIENCE:
ART DIRECTION, UX/UI, BRANDING
Hongkun USA
CLIENT:
HOUNGKUN USA
YEAR:
2018
EXPERIENCE:
ART DIRECTION, BRANDING
about.
As Art Director for Hongkun USA, I was tasked with developing a visual identity that would establish the U.S. subsidiary as a modern, community-driven real estate brand while maintaining a connection to its parent company, Hongkun Group—a $20 billion global real estate powerhouse. The branding needed to reflect Hongkun USA’s focus on innovation-driven, mixed-use developments while resonating with the company’s philosophy of building dynamic, accessible communities.
challenge.
Entering the U.S. real estate market, Hongkun USA required a distinctive yet cohesive identity that honored the heritage of its parent company while appealing to an American audience. The brand needed to communicate sophistication, approachability, and innovation, ensuring flexibility across digital, print, and environmental applications.
Inspired by the circular and organic lines seen in Hongkun’s architectural elements, I developed a refined, modern design system that visually reinforces the company’s commitment to community and seamless urban living:
Logo & Icon System: A minimalist yet bold circular motif derived from Hongkun’s architectural style, symbolizing connection, movement, and innovation.
Typography & Color Palette: A refined typographic system and a sophisticated, neutral-toned palette that balances modernity with timeless elegance.
Brand Guidelines: Established a scalable design framework that ensures consistency across marketing materials, digital platforms, and signage.
Marketing & Collateral Design: Developed brochures, business cards, digital assets, and environmental branding to create a cohesive brand presence.
results.
The Hongkun USA branding successfully positioned the company as a forward-thinking player in the U.S. real estate market, bridging its global legacy with a fresh, modern identity. The refined design system provided flexibility and scalability, ensuring the brand remained distinct, impactful, and aligned with its mission to build dynamic, community-centric developments.