2 IFC – Hong Kong

Imagine trying to brand a portion of a building. Our task was to create an identity for the 18 floors owned by MTRC and part of 2IFC, a new tower that became the tallest building in Hong Kong at the time. It’s an ideal location within the building, often the tallest floors below the cloud line, and in a very desirable neighborhood. We developed a complete multi-media campaign, naming this section of the building “Central 18” and positioning it as “The Sweet Spot” of Hong Kong.
BIG IDEA: The Sweet Spot.
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