Worlds apart

Finding a unique selling point

Winfield is a prime residential development overlooking Hong Kong's Happy Valley racecourse. Even with its enviable address, oversize apartments and interiors by celebrity designer Kelly Hoppen, owners Nan Fung felt another compelling reason was required to draw purchasers away from similarly priced developments in areas such as the Peak, Repulse Bay and Stanley.

The answer lay in the Valley's unique and happy disposition. Known for its leisurely pace of life, charming character and green open spaces, Happy Valley is a tranquil retreat that's just moments from the excitement and buzz of Hong Kong's Causeway Bay. Unlike other prime areas, it's very easy to dip in and out of city life.

With this in mind, Yang Rutherford created the brand positioning 'A world apart - yet so very close'. We published a book featuring vignettes of Valley life and distributed it directly to affluent readers of the South China Morning Post newspaper. We also designed the logo and visual identity system which includes arresting artistic images of horses from globally renowned photographer Tim Flach.