— CHALLENGE
WingTai set out to create an iconic mixed-use destination in Hong Kong’s Central Business District, partnering with Foster + Partners, CSI Properties, and Hyatt Hotels. As the first and only Grade A development on a heritage site, the ambition was to deliver a world-class place that elevates the neighborhood, instills a sense of pride, and reflects Hong Kong’s role as China’s most cosmopolitan city.
To match this ambition, WingTai needed a destination brand that could clearly articulate the vision to a global audience. Working closely with the CEO and core team, I led the development of the brand story, name, and visual identity—aligned through collaboration with key stakeholders including the URA, local businesses, Foster + Partners, and Hyatt.
— SOLUTION
Central Crossing was a perfect name for the location and ambition as the location was not only in Central Hong Kong, but also at the intersection of many crossroads and pedestrian foot traffic. The name describes the destination’s experience that mixes old and new, local and global, commerce and leisure, physical and digital, and product and experience.
A simple but balanced logotype that pairs with a hero graphic vertical line that “crosses” the “square” communicates at various levels. It communicates visually as an arial view of a crossroad through a town square. Reading it in English, with the mirror double “C”s can be seen when the road intersects and divides the square. Reading it in Chinese, you can see the character “中” that translates as “Central”.
The simplicity of these elements create a timeless identity, while also providing flexibility to create unlimited combinations to look fresh and modern.
— RESULTS
The name was officially launched in July 2025 with announcement of completion mid-2026 of a mixed use destination including Grade A offices, Andaz hotel, lifestyle hub, retail village, green open spaces, and heritage preservation.
The new branded website is public and is a strong and accurate execution of the brand story, experience principles and visual identity.
Brand Story, Brand Architecture, Naming, Visual Identity System, Design, Brand Book
— Services
Executive Creative Director Prophet
— Role
CENTRAL CROSSING
— CREDITS
Strategy
Prophet
Verbal
Design
Young Kim
Elaine Fok
Nuttorn Vongsurawat
Jiupei Heung