We’re a small and ambitious practice with a critical approach to brand identity design.

About Client Stories

Led by Shirley Tin and Adam Charlton, BrandCraft works with businesses of different sizes and stages, bringing research, strategy, and craft into close dialogue throughout every engagement.

Smiling man wearing a white shirt against a plain background.
Smiling woman with straight black hair wearing a gray top, holding a necklace.

Adam Charlton

Creative Director, Founder
LinkedIn

Shirley Tin

Project Director, Partner
LinkedIn

Adam has over a decade of branding experience across multiple markets. Originally from the UK, he began his career after relocating to Hong Kong in 2012. Adam holds a Master's in ‘Design and Critical Practice’ from Goldsmiths University of London.

Shirley brings a wealth of experience as a brand and digital designer. Shirley holds a BA (HONS) from The Hong Kong Polytechnic University and is fluent in Cantonese, Mandarin and English.

Services

We focus on identity work that brings clarity, recognition, and consistency.

  • Brand Identity Design

  • Logo & Trademark Design

  • Visual Identity Systems

  • Brand Guidelines

  • Identity Rollout Support

Selected Clients

We’ve worked with businesses of all sizes, sectors, and stages of growth. Below are some of the organisations we’ve had the privilege to partner with.

  • Financial Services
    AIA Group, HKEX, J.P. Morgan, PIMCO

  • Education
    The University of Hong Kong, Hong Kong Baptist University

  • Government & Public Sector
    InvestHK, GBAICTI, CreateHK

  • Property & Destination
    Marriott International, Sino Group, Swire Properties

  • Retail & Consumer
    Colgate, JaneClare, TSL

  • Healthcare & Life Sciences
    DCH Auriga, Quality Healthcare

  • Not-for-Profit
    Fair Trade, IDSHK

Approach

Each engagement is shaped by research, strategy, and a serious commitment to craft.

  • Quantitative & Qualitative Research

  • Comprehensive Brand Audit

  • Brand Strategy

  • Visual Identity Design

  • Brand Guidelines

  • Brand Rollout Support

Typical Projects

Our projects range from focused identity foundations to broader brand transformations.

  • Logo & Trademark Design

  • Visual Identity Systems

  • Brand Transformation

Programmes

We work best when we do one of three things:

1. Logos & Trademark Design 🎨

We design distinctive marks and logotypes that give businesses clarity, recognition, and a strong visual foundation. Whether developed from the ground up or as part of a wider identity engagement, our aim is to create marks that are simple, memorable, and built to last.

2. Visual Identity Systems 🦚

We develop visual identity systems that bring consistency, flexibility, and character across the touchpoints that matter most. From typography, colour, and composition to graphic language and supporting elements, we build systems designed to work clearly and coherently in the real world.

3. Brand Transformation 💫

We work with established businesses whose identities need to respond to growth, change, and new positioning. Whether shaped by evolving markets, new structures, or broader ambitions, our transformation work helps businesses move forward with greater clarity, distinction, and relevance.

Selected Clients

Over the past decade, we’ve partnered with organisations across finance, education, healthcare, government and the commercial sector.

Financial Services

Education

Government & Public Sector

Retail & Consumer

Property & Destination

Healthcare & Life Sciences

Professional Services

Not-For-Profit

  • “We’re already using the brand templates, and we’re absolutely blown away by the design language you’ve created. Everything is incredibly intuitive, cohesive, and works seamlessly together. It’s been such a pleasure collaborating with you on this, and your delivery exceeded (our already high) expectations!”

    Amelia Smith, Partner
    Humantics

  • “I was a bit overwhelmed when I read the case study of our rebranding journey. BrandCraft injected new life into our brand. Adam and Shirley have a Western perspective but also fully understand the Hong Kong culture, which we needed for our brand refresh. It's been a wonderful journey, and we have received numerous positive feedback from our friends and clients. Thank you, Adam”

    Anthony Tong, Managing Partner
    Robin Bridge & John Liu

  • “BrandCraft genuinely care about your business. They come into the job with an open mind, they take the time to open your mind, and through the discovery process you learn a great deal about your own business including your place in the market you operate in. With these valuable data and insights, Adam takes his graphic design skills to create a brand that almost miraculously encapsulates the essence of the why, who and what of your business.”

    Phillip Georgiou
    Managing Partner, Georgiou Partnership

  • “The new brand and logo received overwhelming praise from the client’s membership, who complimented the modern look and feel. BrandCraft delivered materials that grabbed attention while articulating ideas to non-native English speakers without words. Their reliability stood out.”

    Noeleen O’Hara
    Communications Manager, ASTP

  • “It was a pleasure to collaborate with Adam and Shirley from BrandCraft. They were incredibly responsive and helpful throughout the entire process. They are passionate, kind individuals with a lot of energy which made the experience enjoyable. Their professionalism and dedication shone through, and we truly valued their hard work and commitment.”

    Tina Shum
    Founder, Raw Lily

  • “I have been collaborating with BrandCraft for some years now, I love their vision & sense of creativity and flexibility. from website to logo branding and designing my photography books, they have always nailed what I had in mind, adding their touch. I couldn't recommend them enough. I am also working on new projects and will definitely ask them to help me again!”

    Harold de Puymorin
    Founder, HDP Photography

  • “We are thrilled we took the opportunity to work with BrandCraft. BrandCraft helped us tell our story in a concise, long-lasting way that our colleagues and customers can equally get behind and champion as we grow. The team pushed us to be critical of our brand, and ambitious in our vision, and the whole team enjoyed the process.”

    Daniel Nalesnik
    Founder, Hack Chinese