Hong Kong doesn’t need another mall or office block. With the insight that people in the city were increasingly looking for a means to invest in themselves and their sense of wellbeing, we built a brand around the concept of ‘wholeness’ – shaping Airside as a place that goes beyond core functions, where people are invited to engage and explore.

From name to identity to messaging, every part of the brand’s output encourages people to come together to think, breathe and transform their lifestyles. Inspired by the term used to describe the part of an airport beyond security and passport control, we proposed the name Airside to represent the sense of space, light and open air in the new development. And influenced by the building’s elegant fins, we created the Airside logotype as a symbol that represents transformed perspectives and renewed energy – working alongside interlocking supergraphics that act as a visual metaphor for people’s once parallel lives becoming intertwined.

We were proud partners across the development of Airside, designing hoarding and wayfinding for the development site and creating a vision book that is being widely distributed to bring new tenants and partners onboard – arming Nan Fung with the tools to sell this groundbreaking new place for Kowloon and Hong Kong.

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