BASECREATIVE

StartmeupHK

Equipping the business for new businesses

Located in one of the most stable and efficient business environments in the world, StartmeupHK seeks to prove that new businesses can flourish against the best. By providing information, connections and positive environments for startups, StartmeupHK supports the entrepreneurial journey in a city prime for competitive business. Competition is both a benefit and a disadvantage, which is why Base Creative was called on to help the brand be visually and textually effective for the fast-moving industry.

<5K

attendees supported by our materials at the StartmeupHK Festival 2017

12%

more mentions of StartmeupHK during the 2017 festival compared to the 2016 festival.

9

design implementations for the StartmeupHK Festival 2017

What we did

An intimate understanding of the Hong Kong startup market is the crux of StartmeupHK’s success, and so it was our priority. Conducting comprehensive research, our findings and insights shaped the value proposition and message of a brand knows the needs of the startup industry – the experts of entrepreneurship. Anchored to the core concept of “the world capital for startups,” we redesigned their brand identity and marketing communication to provide a foundation for activation particularly pertaining to the StartmeupHK Festival 2017.

Brand Identity

Marketing Communications

Brand Activation

Online Marketing

Event Marketing

Brand Identity

We rebuilt the strength of the StartmeupHK image as the best place to start a business, refreshing the image to match the contemporary market it was going to lead. We developed a vibrant identity to launch the brand and the festival off of. Based on our research, the most prominent industries starting in Hong Kong are telecommunications, finance and banking, fintech, retailtech, healthtech and more, and so we created a new tech inspired logo – the power button of business. The brand expression of “the world capital for startups” plays on the location of Hong Kong as a capital, either as the place of authority for startups or as the place for wealth and investment.

Marketing Communications – Rise of the Startup Ecosystem

Taking responsibility for the creation of a startup ecosystem, the brand needed multiple ways of cultivating connections with innovators, investors and the overall startup community. Employing online and in-hand forms of communication for the StartmeupHK Festival 2017 kept all parties and attendees informed on who and what was within reach at the event. 

Brand Activation – Reaching the Critical Masses

Reach relies on visibility and so we created cohesive visuals that would be in public spaces and serve as an open invitation and increase the ecosystem of innovators reliant upon the services of StartmeupHK. The StartmeupHK Festival 2017 needed simple and eye-catching publicity to relate to any entrepreneur that would see it, and so we delivered. 

Online Marketing – Capitalizing Online

Social media platforms, emails and other online marketing were treated with the same detail and design as the rest of the event, furthering the reach of the brand and event.

Event Marketing – Without A Hitch

We made sure attendees of the five-day StartmeupHK Festival 2017 were up to date at every point. Through infographics, booklets, calendars, brochures and pamphlets about the startup ecosystem, all attendees, whether novice or veteran business maker, were brought to the same page. Nametags and banners gave a name and location to everyone in the growing ecosystem. 

Summary

StartmeupHK

<5K

attendees supported by our materials at the StartmeupHK Festival 2017

12%

more mentions of StartmeupHK during the 2017 festival compared to the 2016 festival.

9

design implementations for the StartmeupHK Festival 2017

Brand Identity

Marketing Communications

Brand Activation

Online Marketing

Event Marketing

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