Relaunching a global design brand in Greater China

Hassell
Challenges

Preparing for a brand relaunch

International design practice Hassell is a leading studio with the mission to design the world’s best places. To deliver the best in design and unlock the social, cultural and economic value of places in this new landscape, Hassell created a new brand position as a studio that combines strategic insights with creative design.

The brand engaged Sinclair to raise the profile of Hassell in Greater China, a priority market, ahead of a global brand relaunch at the end of 2019 to deliver deeper brand messages to stakeholders.

Approach

Strategy Built an Integrated approach to engage our target consumers for Hassell via different channels of communications, allowing them to partake in a circle of engagement that increases top of mind awareness about the brand.

Narrative Combined multiple spokespersons and successful case studies across different design sectors within Greater China and local region to showcase the original and innovative capabilities of the brand to build up to the official re-launch in December 2019.

Industry Leadership Amplified profile of existing projects in target sectors including mixed-use, retail and shared workspaces to create attractive points of interest for the media.

Expert Sharing Crafted unified messaging house for spokespersons across Greater China to deliver key messages about brand position, and drafted unique talking points for each spokesperson according to their relevant areas in order to catch the attention of stakeholders.

Engage Nurtured existing and developed new media relationships on behalf of the brand through proactive media outreach and media events, and pushed brand messaged through various owned and earned channels. 

Focus Reached out to target government, general and business media in addition to trade media to build lasting awareness among target stakeholders.

Outcomes
+90
stories cross-sectors including architecture, design, city and lifestyle
+10
high quality interviews with spokespeople
+150 million
through local, regional and international publications
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