Chinachem Group, a long-standing corporate entity in Hong Kong, underwent a transformation to align with its new mission centered around people, prosperity, and the planet. I was brought on to conceptualize, design, and deliver a complete social media branding playbook—an end-to-end guide that redefined how the group communicates across digital platforms by conducting a deep-dive into Chinachem’s history, corporate mission, and audience segments to ensure the playbook rooted in authentic brand storytelling.
Strategic Thinking
Performed target audience and demographic analysis to develop a multi-tiered Content DNA system, enabling tailored content across platforms such as Facebook, LinkedIn, and Instagram.
Organized messaging pillars around Chinachem’s renewed values: Care for People, Sustainability, and Heritage—ensuring all content reflected their human-centric transformation.
Visual Identity Integration
Developed modular visual systems and post templates to maintain a consistent brand feel while accommodating different content types (corporate news, lifestyle content, CSR, festive campaigns).
Strategically integrated brand color palettes and logo elements into everyday designs, reinforcing visual familiarity and strengthening audience recognition.
My Role
Brand Strategy · Content Framework Development · Visual Identity Design · Social Media Art Direction
Tools Used: Illustrator · InDesign · Photoshop
Tools Used: Illustrator · InDesign · Photoshop
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