The New Normal Hong Kong

Mini-Brand. Website. Brand Assets & Illustrations.

Results

Portfolio

Business Goals

The New Normal HK is a registered charity offering free Peer Support across a variety of life events such as dealining with the impact of suicide, heartbreak, daily life, cancer and more.

Given the nature of the topic, and the fact that Hong Kong culturally does not talk about feelings or mental health, we needed to ensure that every thing we communicate on a visual basis evokes a safe and experienced space.

We needed to:

Make it engaging and interesting to those who might feel a bit more hesitant;
Communicate approachability and attract interest on the organisation, even if the actions might not be what you are accostumed to;
Build a digital home;
Create illustrations and designs that are both intimate and open in nature.

What We Did

With the parameters in mind, the first thing we did was set the other brand elements. The organisation already had the logo, but we reall yneeded to think about the customer journey and WHO might look for the website. It's not just people who need the support, it could be a friend or a family member who recognises that their loved one needs support.

We did a lot of work on thinking through the website before actually building with a soft palette of electric pastel - the feeling of soft, electrifying acceptance when you realise that you've found your people.

For events such as their Dragon's Back Fundraiser and their annual get together, we adopted a handdrawing style to bring back the human connection - and to make a design that people want!

What We Achieved

What we were able to achieve:

Clarity on services offered for individuals across Hong Kong seeking mental health support;
Easy to use and update website structure for the TNN team to make changes as needed;
Raise dollars to support TNN's services.

The results: