Link REIT Hong Kong

Cross-Platform Creative Strategy

Deliverables:

Social Media Content Strategy · Visual Direction System · Platform-specific Content Design (Instagram & Facebook) · ESG Campaign Video Production · Content Development · Cross-platform Branding Assets

Over a three-year partnership with Link REIT—Asia’s largest real estate investment trust—I served as a key creative partner, leading design and content direction across their Instagram and Facebook platforms.

My Role: Art Direction · Social Media Strategy · Visual System Design · Branding Guidelines

Tools Used: Photoshop · Illustrator · After Effect

Challenge *

Challenge *

The challenge was clear:

How to communicate Link’s property portfolio and ESG commitments in ways that resonate with very different audience groups, while ensuring brand consistency across channels.

My role evolved from daily content design into strategic creative leadership, including the delivery of high-profile video projects. The result was a cohesive digital presence that balanced trend-conscious storytelling with corporate credibility, reinforcing Link’s position as both an industry leader and a community partner.

Making Content Share-Worthy

This case study reflects how I approach design: not just creating visuals, but building strategies that adapt across platforms, demographics, and formats. By combining branding, social content, and motion storytelling, I helped Link REIT strengthen their digital voice and expand their community impact.

youth-oriented, fresh, and trend-driven

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evolved

From a static corporate channel into a living, shareable hub that positioned Link properties as part of everyday city life.

  • Designed carousel posts, lifestyle snippets, and cultural references that transformed property updates into engaging, scroll-stopping content.

  • Introduced knowledge-based posts—focusing on lifestyle, architecture, and design cues—to humanize the brand and connect with a younger demographic.

  • Ensured a dynamic feed aesthetic by balancing playful layouts with premium polish, making Link’s digital presence feel both aspirational and accessible.

Developed a content style tailored for Link REIT’s Facebook audience, emphasizing clarity, accessibility, and trust. Designed posts with structured layouts, clear hierarchy, and warm imagery to highlight community initiatives, mall events, and sustainability updates.

Informative & Community-Focused

The visual approach balanced corporate credibility with human connection, fostering engagement while strengthening the brand’s community-driven identity.

Result

The refreshed content strategy improved engagement rates by 35% and strengthened Link REIT’s public perception as a community-oriented brand. The clear, informative post design enhanced user readability and consistency across platforms, driving higher interaction and positive sentiment from both tenants and local audiences.