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Case Study© 2016

Tech for Impact

ASTRIHong Kong© 2016

Services

Brand Strategy

Engineering a human-centric brand for a leading technology institution

For 20 years, the Hong Kong Applied Science and Technology Research Institute (ASTRI) has been a key player in the global tech scene. As the largest applied science and technology research institute in Hong Kong, ASTRI supports end-to-end technological development for ecosystem collaborators, government agencies, and global tech giants.

Kinsman Design was engaged to transform ASTRI's brand, which was known but not well understood, into a human-centric brand with clear positioning and purpose. The goal was to establish ASTRI as a thought leader, top employer, and tech innovation enabler.

Insights
Strategy
Voice
Identity
Activation

Collaborating with ASTRI's CMO and marketing team, we clarified and unified the company's core purpose, focusing the brand around the new positioning statement "Tech for Impact." This statement allows ASTRI to own a credible space in the market and tell a socially positive, human story.

As a multidisciplinary agency, we have incorporated this guiding principle throughout the evolution of ASTRI's strategy and touchpoints. The consistent visual and content approach conveys an approachable, competent, and modern image wherever the brand is encountered.

We used qualitative and quantitative analysis methods to identify consumer segments and their needs, informing the brand strategy. The essence of ASTRI's purpose was found to be its impact on people through innovative technology – benefiting talent, partners, and the public.

Our practical think-tank sessions and impactful facilitation kicked off the project.

"Tech for Impact" – empowering ideas and enabling better lives

With a diverse audience including stakeholders, industry partners, government bodies, and the public, we created a universally relevant brand strategy with shared values. This strategy highlighted ASTRI's competitive advantage and unique value proposition. "Tech for Impact" became a unifying concept that communicates the brand's mission to improve lives through technological innovation.

Rooted in ASTRI's brand strategy, values, and personality, we established a unique and coherent writing style and narrative framework that enhances the brand and communicates in a clear and human manner.

To facilitate the adoption of ASTRI's writing style among employees, we designed a writing guideline to ensure internal consistency across departments, thereby unifying the brand's written expression.

Establishing a bold, human-centric brand voice

Sharpening existing elements

We refined ASTRI’s brand identity by adjusting logo proportions and spacing, aligning with modern design principles. A redefined colour palette, typeface, and graphic style updated the brand's approachability.

Finalised brand elements were applied to corporate design, streamlining external communication and ensuring consistency across all platforms, including stationery, print materials, signage, and social media.

A dynamic design system embodying the brand's purpose and proposition.

Kinsman Chester

Regus House, HeronsWay, Chester Business Park Chester, CH4 9QR

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hello@kinsmandesign.co.uk

Kinsman London

70 Yvon House Alexandra Avenue, London, England, SW11 4GA

hello@kinsmandesign.co.uk

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