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Case Study© 2022

All work and all play

The MODHong Kong© 2022

The MOD

Crafting an identity for a boutique property balancing the personal and professional

The MOD is the newest addition to the Texwood Group’s array of boutique-style international properties located in a growing central business district in Hong Kong. The Texwood Group builds each of their properties on the foundation of its entrepreneurial spirit, and their newest property is no different. The MOD exemplifies this characteristic uniqueness by offering the ideal “work from home” experience that balances principles of wellness with features of productivity. Enter BaseCreate, tasked with creating a name and brand identity fitting of a property redefining how we work.

After developing a collaborative rapport with Texwood Group leadership, BaseCreate determined the strategic direction for a property catering to the elite working lifestyle. Just as Texwood Group designed its building to balance work and other important aspects of life, we created a brand and name tethered to the concept “All Work and All Play.” This identity focuses on the principle that work and play are not mutually exclusive, integrating playful professionalism and modern sensibilities into the brand’s name, visual identity, website and marketing material.

Branding
Naming
Website
Activation

The naming process began by translating the property’s strategic positioning into contemporary and identifiable language that conveys the building’s selling points. Representing the modern aesthetic of the property, the modified work purpose of the building, and the module structure of the flexible office spaces, The MOD was the obvious name choice based on meaning and appeal. The MOD epitomises professionalism with personality, and captures a place where business growth is accompanied by a good time.

Aside from the building's core features, The MOD's brand value proposition is simple.

A simple logo refresh wasn't enough for The Mod – we had to dig deeper and create a value proposition that spoke to potential customers – then a visual language and brand voice to bring it to life.

The visual style, colour scheme, photography and tone of voice were crafted to position The MOD as a catalyst for transformation.

"BaseCreate has created remarkable work for The MOD building that helped us define not just this individual building but the new direction in which we are heading as a group"

Ben Wong
Assistant General Manager,
Towereed Properties Development Ltd

A go-to-market strategy was executed to support The MOD, including print, social and OOH rollouts.

Thanks
A big thank you to Ben, Norman and Jeff for their great teamwork on the project.