Gold Coast Hong Kong — Destination

Visual identity for the Hong Kong icon

Gold Coast is a coastal resort encompassing exclusive residences, hotel, yacht club and outdoor piazza shopping and dining area. BrandCraft was tasked with redefining it as a modern paradise away from the hustle of the city.

Aerial view of a circular stone structure on a shoreline, surrounded by water on three sides, with a path leading to it. The structure features a geometric pattern and a sculpture in the center. Rocky and vegetated breakwaters extend from the shore.
Aerial view of a coastal cityscape with a sandy beach, adjacent marina filled with yachts, high-rise buildings, and lush greenery.

The existing Gold Coast identity was introduced when Gold Coast Hong Kong was built in 1993. After 25 years, the identity had become outdated and no longer expressed their high-end market positioning. The branding consisted of a variety of disconnected sub-brands without a singular, ownable master logo.

— Existing Gold Coast branding

We worked with key stakeholders to unravel what Gold Coast stands for in the mind of their consumers, to be defined once again as one of Hong Kong’s most desirable destinations for living, entertainment and breaks from the city.

Gold Coast Hotel near a lake with mountains and cityscape in the background during sunset.
Hong Kong skyline at sunset with text overlay 'Gold Coast Hong Kong'

The refreshed visual identity is designed to translate imagery of nature and the sunsets that residences and visitors to Gold Coast experience.

The identity uses a singular brand mark and a simple and functional stacked logotype that can be used across each of the Gold Coast brands; Residences, Yacht Club, Piazza and Hotel.

An identity system was created to express the brand consistently across all forms of communications including responsive eDMs, stationery, advertisements, sales packs and brand guidelines. The system was created to be turn-key for their in-house marketing team.

Close-up of a smartphone screen displaying six app icons: Calendar, Residences, Health, Weather, Clock, and Photos on a turquoise background.
Overview of Gold Coast Brand Guidelines document layout, showing multiple pages featuring logos, typography, color schemes, and identity elements.
Business cards with "Gold Coast" branding in various designs and colors, featuring logos and text for different establishments like "Hotel," "Residences," and "Yacht & Country Club."
Stationery set with Gold Coast Hong Kong logo, including business cards, envelopes, and letterheads.
Business card with contact details in English and Chinese, featuring the title "Group Director of Marketing - Gold Coast" and an email address and phone numbers.
Gold Coast Hong Kong logo on a textured brown background with circular leaf design.
Two promotional flyers for Gold Coast Yacht Club and Gold Coast Hotel. The left flyer invites GCYC members to summer events, featuring a pool scene with sunglasses. The right flyer, shown in both English and Chinese, promotes a wedding venue with an image of a bride and groom by columns and a waterfront view.
Person walking on beach carrying a yellow "Gold Coast Hong Kong" tote bag, wearing a red top and denim shorts.
Brochure for Gold Coast Residences in Hong Kong featuring a man in a robe standing by a bathtub overlooking the sea, with text describing amenities and images of a kitchen and swimming pool.

Next project

Collection of printed materials including an invoice, business card, and promotional image. The invoice and business card display the name 'Harold de Puymorin' with contact information. The promotional image features a landscape with mountains and clouds.