Creating a Value-Driven Place Brand in Shenzhen
Backed by the Kuok Group, Kerry Properties Limited is a leading property investment and development company renowned for its premium residential, commerical and mixed-use projects across Hong Kong and Mainland China.
Founded in 1978, the company has built a strong reputation for delivering quality developments and managing an extensive real estate portfolio across the Asia-Pacific region.
As the first major Hong Kong corporate investment in Qianhai, Kerry Properties’ Qianhai Kerry Centre represents a landmark 3-phase development combining hotel, office, residential and retail spaces. This ambitious project required a powerful brand identity that would capture the district’s economic dynamism while seamlessly unifying its diverse offerings into one compelling destination.
Brand Pillars
Three pillars guided the design of the brand identity, fostering preferred behaviours and values within the Qianhai community.
Diversity represents the role of Shenzhen and Qianhai in attracting talent from across China and beyond to the opportunities provided by a free trade zone.
Nurture encourages growth within the area, particularly with regard to potential start-ups.
Nature reflects Kerry’s sustainability commitment, as demonstrated through the Qianhai park and seafront promenade.
Brand Identity
The outer shape of the symbol is derived from symbolic Qianhai Rock which can be seen outside the Kerry Qianhai Centre, while the dynamic shapes and layers within represent the vibrant urban life, culture and diversity found within the community.
The selected typeface brings a strong visual rhythm to textual communications. The dynamic strokes and edgy design details complement the key visual identity elements to form a unified visual identity system.
Delivery and Result
Kerry Qianhai was successfully launched in October 2019, taking only five months to complete the project.
The new brand strategy and visual execution allow Kerry Qianhai to clearly articulate the brand’s values to the community, allowing them to better understand and embody those values.
This success translated into strong sales performance—by end of 2020, 75% of Phase 1’s 449 units had been sold or pre-sold, with partial handovers completed. Momentum continued through 2021, achieving 99% sales across all units.
