Background

Stan Group is a leading Hong Kong-based conglomerate with a diverse portfolio spanning real estate, hospitality, retail, and financial services. Founded in 1994, the company has established itself as a prominent player in the local market, known for its commitment to sustainable business development and social responsibility.

At the core of Stan Group's ethos is the belief that businesses can and should create shared value for all stakeholders, including shareholders, employees, customers, and the broader community. This conviction has been the driving force behind the company's "Creating Shared Value" campaign, which aims to demonstrate how responsible, purpose-driven business practices can generate both financial success and positive social impact.

Design Solution

The design of the "Creating Shared Value" campaign reflects Stan Group's holistic approach to value creation. The campaign's visual identity and collateral materials revolve around a central concept that is both visually striking and conceptually meaningful.

The campaign logo features the "Common Good" brand name, with the double "O" characters replaced by an infinity symbol. This simple yet impactful modification conveys the idea of a cyclical, symbiotic relationship between business success and societal wellbeing – a "win-win" scenario where the interests of the company and its stakeholders are aligned.

The design also includes four sub-logos, each representing a different area of the community (Talent, Youth, Community, and Senior). These sub-logos utilise a consistent gradient theme, allowing them to be visually connected while also distinguishing the unique focus of each segment.

The key visual of the campaign is a series of overlapping, vibrant circles. The layered, gradient-filled circles symbolise the interconnectedness of different stakeholder groups and the synergies that can be cultivated through "creating shared value." The use of a bold, contrasting colour palette of blue and red further reinforces the concept of balance and harmony between diverse elements.

Throughout the campaign materials, this visual language is applied consistently, creating a cohesive and memorable brand identity. Accompanying the imagery are succinct, impactful statements that articulate the core principles of the "Creating Shared Value" philosophy, such as "Business as a Force for Good" and "Creating Shared Value for All."

The "Creating Shared Value" campaign's design is a testament to Stan Group's holistic approach to value creation. It seamlessly integrates the company's brand identity, its core business philosophies, and its vision for a more equitable and prosperous future. Through this comprehensive and visually striking design solution, Stan Group positions itself as a trailblazer in the realm of sustainable, purpose-driven business practices.