Presentation on Rebranding Project of HKCTC

The Hong Kong Council for Testing and Certification (HKCTC) has engaged the School of Design of the Hong Kong Polytechnic University (PolyU) for a rebranding project focusing on redefining the visual identity and communication strategies of the Council.  A series of workshops and surveys were conducted in the past few months and the project is close to completion.  The presentation of the outcome and findings was held on 8 March 2024. Firstly, I met the Chairman and took photo for memory. 

(Left: I, Prof. Wong Wing-Tak (Chairman, HKCTC), Mr. Lau Wai-Ming (Assistant Commissioner, ITC) and Prof. Benny Leong)

In the beginning, Prof. Wong Wing-Tak (Chairman, HKCTC) gave a welcome speech.

Then Prof. Benny Leong introduced the presentation session including brand strategy design, their approach, current gap and proposal. The aim of workshops is to reinforce and enhance the “Test in Hong Kong, Certified in Hong Kong” brand via Strategic Branding Design. He also introduced Design team including Erika Ho (1^st left standup one) for branding, Cyrick Leung for marketing and Karen Yue for UI/UX design.

And then Prof. Leong briefed the overview of the rebrand project through four steps and they were “Discover”, “Define”, “Develop” and “Deliver”. That is comprehend to understanding of HKCTC and co-research with all stakeholders.

After that three core pillars of HKCTC was briefed including Reliability, Trustworthiness and High-quality. Karen briefed that Reliability separated into two parts and they were Global Connectivity and Industry Reputation. Trustworthiness also separated into two parts and they were Regular Industry Updates and Long-Standing Reputation. High-quality appeared most frequency in workshop participants.

Then Cyrick Leung mentioned the current gaps from Assorted to Reassuring, from Reactive to Agile, and from Potential to Market Enabling. 

For Market Enabling part, researchers received strong and weak signals that HKCTC should pioneer new practices for the T&C industry, in regards to the changing market landscape and evolving market needs, both locally and globally. 

We all discussed the rebranding strategies during the presentation workshop.

Rebranding is including four parts in different focused in problem vs opportunity, internal and external, respectively.

The short- and long-term strategies were introduced including rebranding, company credential, website revamp, PR & advertisement, as well as social media.

For social media, some governmental successful cases were discussed.

Finally, the summary of situation from past, present and future were presented. 

Lastly, Prof. Wong Wing-Tak appreciated all participants to make this rebranding activity success.

We then had tea and continued discussion.

Before left, I took a photo with my classmate Dr. Fanny Tang for memory.

Reference:

HKCTC - https://www.hkctc.gov.hk/en/home/index.html

Panel on Manpower Development - https://www.hkctc.gov.hk/en/about/p_manpower/member.html

Testing and Certification Manpower Development Award Scheme - https://www.hkctc.gov.hk/en/event/mpaward/

TC Manpower Development Award website - https://tcmpaward.hk/

HKSQ - https://hksq.org/

20240103: Rebranding Project Workshop of HKCTC - https://qualityalchemist.blogspot.com/2024/01/rebranding-project-workshop-of-hkctc.html

20231204: HKCTC Testing and Certification Manpower Development Award Scheme Award Presentation Ceremony cum Luncheon 2023-24 - https://qualityalchemist.blogspot.com/2023/12/hkctc-testing-and-certification.html

20231117: HKCTC Networking Trip to Shenzhen - https://qualityalchemist.blogspot.com/2023/11/hkctc-networking-trip-to-shenzhen.html

20230224: The 8th meeting of HKCTC Panel on Manpower Development - https://qualityalchemist.blogspot.com/2023/02/the-8th-meeting-of-hkctc-panel-on.html

20230209: Lunar New Year Luncheon by HKCTC Chairman - https://qualityalchemist.blogspot.com/2023/02/lunar-new-year-luncheon-by-hkctc.html