Brand | Creative Strategy | Social
Hong Kong has a vibrant fashion culture, but it doesn’t have a geographic focal point like Harajuku in Tokyo or Gangnam in South Korea. So, when Hang Lung approached us to rebrand its Fashion Walk area in Causeway Bay, we were inspired by its mix of youth brands and non-conforming inhabitants to position the district as Hong Kong’s street style destination.
As Fashion Walk is a network of pedestrianised shopping streets (rather than a mall) we expanded the name to FASHION WALK DISTRICT, which in turn became the acronym FWD — ‘Forward’ in it shortest form — to represent the area’s fast-paced, forward-looking style.
The logo was spiky and a little bit confrontational, but still idiosyncratic enough to be loved. While imagery celebrated the streetscape of Fashion Walk District with real life shots caught in the moment, fashion-blog style, helping to define the area by the people that inhabit it.
To support the street style positioning, and to encourage visitors to look their best, the inhabitants of Fashion Walk District would be be regularly celebrated on the its website and social media channels using the hashtags #FWD and #fashionwalker.
CREDITS: Client: Hang Lung; Agency: Fitch Hong Kong
Creative Strategy: Paul Dragoni | Creative Director: Kee Ling Turner