TYPE
Brand Refresh

THE CAMPAIGN
Having been around since 1976, the RTHK logo hadn’t undergone any radical transformation throughout that time. However, in the wake of TV audiences departing in droves to subscription-based streaming services, a rebranding was in order to ensure the brand stayed relevant and shed the perception that it belonged to a bygone era.

THE NARRATIVE
Reinforcing the message that RTHI DTT channels are made by Hong Kong for Hong Kong, the narrative depicted the growth of RTHK, side by side with that of the city. It pathed the evolution of Hong Kong up to a modern-day landscape with iconic structures and culturally distinctive architectures materialising along the way, culminating in an aerial view of the city forming the RTHK DTT channel logo.

MY ROLE
Creative Director