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our work: Working across cultural boundaries
The brief
After travelling to Hong Kong, HeathWallace (HW) held a two day workshop with the marketing, IT, web and business teams. Through the project initiation stage HW developed ideas at the workshops which had already been road tested in the UK. As a result a strategy document was developed outlining ways forward for the client's brand, including ways in helping to connect to target markets and developing four unique approaches, highlighting their position and unique selling point within their market. This redefined the brief and proved to be the foundation for the work ahead, summarising their positioning, amongst others, as "experts in international business" and "doing business in China".
The approach
In taking the new positioning forward, HeathWallace produced themes that made the new site easier to browse and experience from a customer's point of view.
The design phase
Ensuring continuity from the previous stages was absolutely essential. The design phase focussed on developing templates within tight deadlines. This involved: sourcing of all imagery (promotional and non-promotional) editing of 250 English pages, translation of those pages into Chinese, development of a promotional strategy and creation of the banners for go-live.
The outcome
Following on from the success of the previous stages HW were asked to develop additional work for the banner advertising brief. This involved 25 banner advertisements, which were translated and all co-ordinated by HW.