About Purpose New Business
Transformation for the companies of today & tomorrow.
We turn businesses into compelling, future-proof brands that people trust.
What we do
Your brand is the combination of its unique visual expression, story and purpose. Our strategic approach deeply considers how these pieces combine to build the most compelling proposition. We commonly work on projects under three banners of brand transformation:
Brand Creation
We help founders at all stages of their journey build businesses into compelling brands.
Rebranding & Repositioning
We help our clients adapt to changing social, economic and technological climates through repositioning and rebranding.
Corporate Partnership
We help our established clients grow brand awareness and equity, through brand campaigns, and ongoing corporate partnerships.
Leadership
We’re a small but ambitious team working with clients of all sizes and industries. Our small size enables us to work closely and ensures our clients always work directly with our partners, Shirley and Adam.
Adam Charlton
Founder & Creative Director
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 Tin
Design Partner
Shirley brings a wealth of experience as a brand and digital designer.
Shirley holds a BA (HONS) from The Hong Kong Polytechnic University. Shirley is fluent in Cantonese, Mandarin and English.
How we work
Whether we’re rebranding existing organisations, or creating a brand from the ground up, we approach every engagement through our critical purpose-led framework.
Brand Strategy
We uncover your brand’s positioning, personality, core values, vision, and mission and turn it into a plan to build a brand with a purpose.
Visual Identity Design
We transform our brand strategy into the brand’s visual language. Through a series of concept and collaborative revision phases, we design the new brand identity system.
Future-Proofing
In this final phase, we future-proof your brand with concise and easy-to-use brand guidelines. Spanning digital and print, we evolve your visual identity into a suite of on-brand touchpoints and templates for your new brand.
Clients
Often, we work directly with company founders to create their brand. We also work with existing brands to reposition and communicate their identity in a more compelling way.
We’ve helped Marriott International launch a visual identity for their new global wedding brand, ‘Marriott Weddings’.
We have been supporting HKEX since 2020, working on a wide range of projects, including global campaigns and product launches.
A household brand with a global market penetration of 67% we worked with Colgate on a new product launch across Asia.
We worked with J.P.Morgan during a three-year partnership as brand guardians. We helped role out a new visual identity across APAC.
We’ve helped Sino Group with brand identities and campaigns across their portfolio of residential and commercial real estate including the rebranding of Gold Coast Hong Kong.
Helping Swire Properties launch campaigns and identities across their portfolio of brands.
Working with the Fair Trade board of directors, on a refreshed visual identity.
Positioning and visual identity for InvestHK, for the new Family Office.
During our two-year partnership with Pacific Place we helped to craft their new image, revitalising the iconic mall as Hong Kong’s premier luxury retail destination.
We created multiple visual identities for HKU including the new ‘School of Computing and Data Science’, and the ‘Centre of Oncology and Immunology’.
We consulted for PIMCO, helping on the refreshment of a number of brand touchpoints, across digital and print.
We helped Quality Healthcare launch a new initiative, through a compelling brand campaign.
We worked with RBJL, the renowned intellectual property law firm, rebranding their trademark in time for their 40th anniversary.
We helped TSL launch a new Hong Kong-wide, brand campaign.
We helped Bakehouse create and launch their brand in 2018, before they went on to become the Hong Kong icon.
We were honored to help refresh the iconic Hong Kong destination brand, Gold Coast for Sino Group.
Brand identity for the education platform, Hack Chinese.
ASTP are a knowledge transfer NGO, based in the Netherlands who we helped rebrand following a merger.
New name, trademark, visual identity for Foxpoint Search, the corporate transformation consultants.
GoSkills is an e-learning platform providing software training courses. We helped rebrand GoSkills into a dynamic, bold, and professionally positioned SAAS offering.