The past communications of the parking were confusing to consumers. Is it an advertisement? Is it for a store? The message was lost.
To solve this issue, we clarified the Brand Architecture Strategy of Jing An Kerry Centre and decided to position the parking, an important service of the customer experience, as a brand extension.
This means, all services use the same brand visual system than JAKC, while a slight distinction in their visual identity caters to a particular audience. JAKC Parking communications ostensibly display a yellow and black colour code to easily spot which information is addressed to parking users.
This new system reinforce the main brand by keeping it immediately recognizable across communications.
Jing An Kerry Centre logo (and brand identity) by Winkreative