Chinachem Group
Brand Playbook
Translating Corporate Vision into Everyday Digital Identity.
Deliverables:
Playbook Design . Visual Direction Guide . Social Media Templates . Platform-specific Strategies
Chinachem Group, one of Hong Kong’s most established corporate entities, was undergoing a brand transformation—shifting from a traditionally property-focused identity to a renewed mission centered on People, Prosperity, and the Planet.
I was tasked with creating a comprehensive social media branding playbook to guide this transition and redefine how the group communicates across digital platforms.
My Role: Brand Strategy . Content Framework . Visual Identity . Social Media Direction
Tools Used: Photoshop . Illustrator . InDesign
This project wasn’t just about design
It was about translating corporate evolution into authentic, human-centered storytelling that resonates with diverse audiences.
Strategic Foundation
Conducted audience and demographic analysis to map out content opportunities across Facebook, LinkedIn, and Instagram.
Built a multi-tiered “Content DNA” system, ensuring tailored storytelling for corporate news, CSR initiatives, lifestyle moments, and heritage-driven campaigns.
Rooted all messaging pillars in Chinachem’s new values: Care for People, Sustainability, and Heritage, embedding their transformation into every post.
Visual Identity Integration
Developed a modular visual system that balanced consistency with creative flexibility, enabling internal teams to produce fresh yet cohesive social content.
Brand colours and logo elements were strategically integrated across daily communications to strengthen recognition and visual recall.
Adaptable storytelling formats were crafted to transition seamlessly from festive campaigns to long-term ESG narratives, connecting Chinachem’s rich heritage with a modern, forward-looking identity.
Impact
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Impact *
The playbook gave Chinachem Group a clear, scalable digital voice—helping reposition the brand from corporate to people-first, while maintaining its credibility and gravitas. It became a foundation for consistent, purposeful communication, allowing the brand to speak with both authority and humanity across all social channels.
Results
The new visual system streamlined Chinachem’s social media production, reducing design turnaround time by 35% while improving brand consistency across platforms. Engagement on key campaigns increased by over 40%, and the refreshed aesthetic strengthened audience perception of Chinachem as a modern, community-driven brand rooted in heritage.