Hong Kong Kai Tak Development (old HK Kai Tak Airport)

Place Branding in Public Creatives

Current of Vitality Media Coverage

By the end of April 2014, Kai Tak

Development Office conducted a
press conference to officially
announce Public Creatives in Kai
Tak", which gained a total of 14 media
coverages.

Both Prof. Kurt CHAN and Mr Freeman

LAU were interviewed by the famous
social commentator Mr Mathias WOO.
The interview was broadcasted on
Asia Television (ATV) peak hour for
public reference.
In June 2014, Civil Engineering and Development and Department (CEDD) introduced to
members of Task Force Kai Tak Harbourfront the background and objective of the Study on
Public Creatives of Kai Tak Development Visual Identity
Public Creatives Team

Public Creatives is a methodology jointly conceived and developed by

Michel de Boer, Kurt CHAN and Freeman LAU.

MICHEL de BOER Prof. Kurt CHAN Freeman LAU

Former Partner & Creative Director Professor & Artist Designer | Social Contributor | Artist
Studio Dumber The Chinese University of Hong Kong Founder
Founder KL&K Creative Strategics
MdB Associates
Public Creatives

Definition

Public Creatives is an innovative concept and methodology to develop a

place (ie. place branding/making) with a clear reflection of its core values and
personalities.

It refers a public space, in which artefacts that are visual, tactile, usable or
experienced, will be come with the same design language and implemented
in the same identity bearing the same substance. Through such an integrated
concept, not only can the place attracts stakeholders with similar mindset
and value system to encourage positive development and investment, it also
grounds the place with sustainability and competitiveness.
Public Creatives

Components

Public
Design

Public
Public Art Management Engagement Place Brand
Creatives
Public
Event
Public Creatives Software & Hardware

Software Aspects to reflect Brand Attitude & Brand Promise

Naming Management Operation Culture Development

Application
Manual

develop to
Brand Brand Brand Visual Behaviour Brand Logo consider
Positioning Core Value Personality Who, When,
and How to use

2D Application

3D Application

Time/Motion

Hardware Brand Visual Identity System

Public Creatives Potential Participants

International

China & Asia Pacific

Local
Urban Planner

Individual Designer
Architect
Engineer
Public Art Group

Public Affair
Community Artist
Citizen
Government Company
visitor

Authority
Corporation
Brand
Public Creatives Scope

Scope

Public Public Public

Design Art Event

Visual Identity System Signage System Architecture Event

Positioning Vehicular sign Art Programme
Wayfinding sign Installation Art Outdoor Event
Pavement/Road Pedestrian sign Permanent Sculpture Open Exhibition/Show
Paver/Road Marks Cycling Trail sign Sound Art
Orientation map Light Art Launch/Feature Event
Public Furniture Notice Board Art in Water & Wind Pop-Culture Festival
Seats/Chairs Street Name Plate Transforming Art Music Festival
Rubbish Bin Totem sign Green Technology Art Open Competition
Bicycle Rack/Trail Interactive Art
Fence/Barricade Advertising Art Art Promotion Event
Parking Lot Advertising board Performing Art Courses
Street Facilities Promotional sign Dance Demonstation
Drama Discussion Forum
Lighting Multimedia System Street Performance
Lamp Post
Pedestrian Lighting Multimedia

Landscape
Garden
Kai Tak Development Site Location

Kai Tak
Development
Kai Tak Development Project Scale

Kai Tak Development measures more than 320 hectares (3,200,000m2) and is the largest
multi-use development lying on the Victoria Harbour to be constructed in recent history.

There are many projects planned or in construction at Kai Tak include such as cruise terminal,
public & private housing, tourist & leisure centre, children hospital, the first world-class sports
stadium and the Metro Park which will become the largest park in the city etc.
Kai Tak Development Kai Tak History

Kai Tak witnessed the changes of

HK over times:

Lung Tsun Stone Bridge was

built in 1875 as the access of to
Kowloon Walled City for Qing
officials and the locals;
One of the earliest urban
planning projects of HK in
1920;
One of the most busiest airport
in the world;
After the airport moved in 1997,
adjacent areas started to
flourish ;
Now, its a multi-use
development including
community, housing,
commerce, tourism and
infrastructure.

Kai Tak is full of energy and

vibrancy, connecting to the world
and growing with Hong Kong.
Kai Tak Development Kai Tak in the Future - Schematic
Kai Tak Development

Public Creatives in Kai Tak

Public Design
Public Art
Public Events
Kai Tak Development Workshop | Gather Stakeholders Views

Included different government department and project owner.

Kai Tak Development Workshop | Analysis and Discussion
Kai Tak Development The Six Personalities & the Core Value

Cultural Study

+
Workshop + Analysis

Findings: Six Personalities

Core Value: Current of Vitality

Current of Vitality Tree as a Metaphor
The tree signifies the Six Personalities and the Core Value of Kai Tak Development.
Graphic
Six Personalities Attributes Presentation
The leaves of Kai Tak is where
photosynthesis happens, providing Future-Driven Air
energy for the survival of the tree
and giving out oxygen which can
be swept into the air, and carried
to distant shores of the world, just
like the spirit of Kai Tak.
Open/ Leaves
Welcoming

Amongst the branches of Kai Tak

live birds, insects and animals
much like the residents, working
population and tourists that come Energetic Branches
to Kai Tak.

Natural/Healthy Trunk

The soil, water and nutrients are

like the energy, history and culture
from the surrounding areas around
Kai Tak, the roots of the tree take Connecting Roots
in these nutrients and transport
them throughout the trunk, into
the branches to the leaves.

Strong-rooted Soil/
Mineral/
Water
Current of Vitality Tree as a Metaphor

Graphic
Six Personalities Attributes Presentation

Future-Driven Air

Open/ Leaves
Welcoming

Energetic Branches

Natural/Healthy Trunk

Connecting Roots

Strong-rooted Soil/
Mineral/
Water
Current of Vitality Graphic Elements | DNA Bar

Throughout the many layers of history is a buzzing current of vitality the liveliness
from the people, the intricate mapping of flight paths, the fast movement of trade
and finance and the natural currents of the air and oceans and it is precisely this
flow of vigour that makes up our Kai Tak.
Current of Vitality Signature
Current of Vitality Colour Scheme
Current of Vitality Graphic Elements | DNA Bar | Application

DNA Bar is structured by

different group of graphic
elements, represents different
section of the tree and refers
to different personalities of
Kai Tak.

Graphic elements in each

group can be presenting in
varied rhythm, weight,
density and colour to echo
different project attributes
inside Kai Tak.
Current of Vitality Graphic Elements | DNA Bar | Application with Colour Scheme
Current of Vitality Graphic Elements | DNA Bar | Colour Application Demonstration

Soil/Mineral/Water
Graphic and Colour Application

* Demonstration of graphic elements presented in different rhythms, weight

and density.
Current of Vitality Graphic Elements | DNA Bar | Colour Application Demonstration

Roots
Graphic and Colour Application

* Demonstration of graphic elements presented in different rhythms, weight

and density.
Current of Vitality Graphic Elements | DNA Bar | Colour Application Demonstration

Trunk
Graphic and Colour Application

* Demonstration of graphic elements presented in different rhythms, weight

and density.
Current of Vitality Graphic Elements | DNA Bar | Colour Application Demonstration

Branches
Graphic and Colour Application

* Demonstration of graphic elements presented in different rhythms, weight

and density.
Current of Vitality Graphic Elements | DNA Bar | Colour Application Demonstration

Leaves
Graphic and Colour Application

* Demonstration of graphic elements presented in different rhythms, weight

and density.
Current of Vitality Graphic Elements | DNA Bar | Colour Application Demonstration

Air
Graphic and Colour Application

* Demonstration of graphic elements presented in different rhythms, weight

and density.
Current of Vitality Graphic Elements | Energy Swirl

Energy Swirl reflects the

sectional view of different
position of the tree,
signifies the current of air
and energy the tree
evolves.
Current of Vitality Graphic Elements | Energy Swirl
Kai Tak Current of Vitality Design Concept | Graphic Elements | Energy Swirl

Reverse white
Kai Tak Current of Vitality Application Design | Hoarding
Kai Tak Current of Vitality Application Design | Temporary Facilities
Kai Tak Current of Vitality Application Design | Environmental Graphics and Signage
Kai Tak Current of Vitality Application Design | Environmental Graphics
Kai Tak Current of Vitality Application Design | Environmental Graphics
Current of Vitality Street Name Development

The street naming scheme is divided into two main sections: the main
motorways and roads within the Kai Tak City Centre. Two systems will be
implemented to highlight the planning intent of the sub-zones and the
theme of the 'Current of Vitality. The scheme also integrates the
neighbouring districts Wong Tai Sin, Kowloon City, Choi Hung, respects
the culture and history.

Main Motorways
Nurtured by the history and culture of its neighbouring districts, the
roots of Kai Tak connect it with neighbouring districts, strengthening its
foundation to become a more abundant habitat. The roots are the
foundation of a tree andencapsulates the meaning of the
undertaking of responsibility, promise and inheritance:

Shing Kai Road (Emphasising the connection with the past)

Shing Fung Road (Confidence towards a plentiful life in KTD)
Shing Cheong Road (Inheriting the rich and bountiful legacy
from Kai Tak airport)

Kai Tak City Centre

Inspired by the principles of the formation of Chinese characters, the
Consortium took a radical-radical compoundas a logogram

representing the Public Creatives study.signifies water and
signifies tree or timber and the two components togethersignifies
washing, being immersed in water or nourishing. The logogram of
aptly captures the essence of the design theme, a waterside tree
nourishing those that make the area its home.
Current of Vitality Public Events
Current of Vitality Public Events
Current of Vitality Public Events
Current of Vitality Public Events
Kai Tak Current of Vitality Brand Identity Manual and Public Creatives Guideline
Kai Tak Current of Vitality Public Creatives Guideline

Pole System 10m Lamp Post

Kai Tak Current of Vitality Public Creatives Guideline
Kai Tak Current of Vitality Public Creatives Guideline

Paver
Kai Tak Current of Vitality Public Creatives Guideline

Post Box
Kai Tak Current of Vitality Public Creatives Guideline

Post Box
Current of Vitality Public Creatives Guideline

Bus Shelter
Advertisement Board at Bus Shelter
Bus Stand
Current of Vitality Public Creatives Guideline
Public Creatives Implementation Method

AAII
Individual Project in Kai Tak

Individual Project
inside Kai Tak Kai Tak Development
Shared
(with characteristics Values (with characteristics of
developed based on project Current of Vitality Identity)
function, attributes, location
and historical factors)

Shared Values are defined based on the coherent factors and characteristics
found in both Kai Tak Development and the individual Project, through Public
Creatives AAII, to facilitate the concept and visual identity language of
Current of Vitality.
Public Creatives Implementation Method AAII

AAII is a system of four approaches to use the design concept of

Kai Tak. The four approaches are:

more
variability I Inspiration
I Integration
A Adaptation
A Application

more conceptual

The AAII system gives guidelines to stakeholders of how they can

adopt Public Creatives to their projects while maintaining design
flexibility and creativity.
Public Creatives AAII | Employment

Each design item can employ one or more of the four AAII approaches.
For example, some design items such as the logo requires strict adherence to the guidelines
hence only Application will be employed, however, other items can follow strictly to the
guidelines whilst in other situations, they can enjoy more flexibility in their design variability.

Item A Application A Adaptation I Integration I Inspiration

Logo
DNA Bar
Energy Swirl
Typography
Colour
Motion - Graphics
Street Furniture (Strictly Regulated)
Street Furniture (Less Regulated)
Ambience Design (Public Owned)
Ambience Design (Private Owned)
Public Art
Public Event
Public Creatives AAII | Employment Procedure

Fix
Scope of Project

Consider
Location of Project
Function of Project

Determine
Tree Attributes: Characteristics:
Air Future-driven
Leaves Open/Welcoming
Branches Energetic
Trunk Natural / Healthy
Roots Connecting
Soil/Mineral/Water Strong-rooted

Select Approach

A A I I
Public Creatives AAII | Employment Example - Cycling Trail

Directly application of
graphic elements and
colour on banner
design.
According to the
attributes of Cycling Trail
(Energy+Healthy), select
matching graphic
elements and adapt to
become the pattern of
the trail.
Extract from the concept Inspired by the concept
one of the design of Current of Vitality,
elements Truck, create different water
reconstruct the essence sculpture, on one side to
into appropriate design provide cyclists with
language, integrate into current of refreshment,
Bicycle Rack design for on the other to
bicycle parking. encourage interaction
between people and the
environment.

A A I I
Thank You!
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