About / Testimonials

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

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
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Shirley Tin

Project Director, Partner
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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. Shirley is fluent in Cantonese, Mandarin and English.

Services

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

  • Brand Identity

  • Logo & Trademark Design

  • Visual Identity Systems

  • Brand Transformation

  • Brand Guidelines

  • Identity Rollout Support

Select Clients

We’ve worked with businesses of all kinds, sectors, and stages of growth.

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

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

  • Government
    InvestHK, GBAICTI

  • Retail
    Colgate, JaneClare, TSL

  • Destination
    Marriott International, Sino Group, Swire Properties

  • Not-for-Profit
    Fair Trade, IDSH

Approach

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

  • Research

  • Brand Strategy

  • Identity Design

  • Brand Guidelines

  • Rollout Support

Engagements

Our projects range from focused identity foundations to broader brand transformation work.

  • Logo & Trademark Design

  • Visual Identity Systems

  • Brand Transformation

Brand identity is at the centre of our work, and we work best when we do one of three things:

1. Logos & Marks 🎨

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.

Project Index
Project Index

Testimonials

We work with clients of all sizes across most industry categories, including three Fortune 500 clients. We sincerely believe that our client’s success is our success, and we value the relationships we build. View more testimonials.

“As part of our ambitious market expansion strategy, which included the development of our three-story flagship store on Canton Road, we knew our brand needed to evolve. Engaging with Adam and Shirley for our rebranding proved to be an excellent decision.

The new logo design and packaging system they created have been exceptionally well-received by our clients. Their thoughtful approach to balancing our natural ethos with sophisticated design elements perfectly captured JaneClare's essence while elevating our market presence.

The rebrand has been instrumental in supporting our growth as we continue to expand our premium natural skincare offerings in new markets.”

Angela Lee
Founder, JaneClare

“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