WORK / TAI KWUN
Generating Insightful Content for Bloomberg’s Brand Journalism Engine
Art & Culture Copywriting /
Art & Culture Editing & Rewriting /
Press Releases Copywriting /
Opened in 2018 on the site of the historic Central Police Station compound, Awards-winning Tai Kwun is emerged as Kong Kong’s Centre for Heritage and Arts. Hosting exhibitions, shows, performances and workshops, Tai Kwun promotes the work of artists from around the world in an inspiring setting that has been recognised by UNESCO.
As it needs to engage with sophisticated audiences in English and Chinese to market its venues, promote its programmes and advertise its events, copywriting is paramount to Tai Kwun. From describing a highly conceptual art work into an engaging story and promoting a film festival with a few snippets to invite the general public to a Christmas event or market Tai Kwun for weddings, it needs to come up with the right words and the perfect tone across a wide array of marketing assets. In both English and Chinese.
From initial “one-time” efforts, Straight has grown to become a regular partner for Tai Kwun as we work to make their programmes as exciting on paper as they are in person!
Brand Image
The brand image has a traditional feel, expressed in the choice of lettering with a monogram reminiscent of the characteristic arches of the family house in Hong Kong. The deep blue colour and gold accent convey a sense of legacy.
Brand Voice & Culture
As we were launching a whole new brand, setting the right tone was critical. We first started with internal branding by creating a staff handbook introducing the brand to every new employee, in a witty and engaging tone.
Brand Image
The brand image has a traditional feel, expressed in the choice of lettering with a monogram reminiscent of the characteristic arches of the family house in Hong Kong. The deep blue colour and gold accent convey a sense of legacy.
Brand Voice & Culture
As we were launching a whole new brand, setting the right tone was critical. We first started with internal branding by creating a staff handbook introducing the brand to every new employee, in a witty and engaging tone.
Brand Image
The brand image has a traditional feel, expressed in the choice of lettering with a monogram reminiscent of the characteristic arches of the family house in Hong Kong. The deep blue colour and gold accent convey a sense of legacy.
I was particularly impressed by the firm’s ability to seamlessly deliver anything from expert pieces on topics like private equity and factor-based investing to creative assets like banner ads for Bloomberg’s charitable events. I command both their professionalism and versatility and am pleased to recommend their services.