CO-CREATION

PROJECT
Brandon Lam (2124983)
Sherman Ip (2124981)
Foley Lau (2124984)
About the Company
Introduction
 About ADAM

Arts are for Everyone

‘ADAM is a social enterprise established by The Arts with

the Disabled Association Hong Kong (ADAHK) and a
platform for Artists with Disabilities to exhibit their gifts
and talents to the public and strive ahead for professional art
development in their life. This platform is also constructed
for leading collaboration partners to support artists in
creativity and wellness.
Also, the core belief of ADAM is “Social Inclusion, Art
Everyday.” By providing such platform for Artists with
Disabilities to pursue a professional career path in life.’
(ADAM 2022)
 About ADAM (Cont’d)

ADAM’s main objectives:

● to provide a professional career platform for Artists with Disabilities.
● achieve social inclusion for their artists.
● increase other major income streams rather than CSR
● continuing to develop the social enterprise by providing different services.
 WHAT Does The Organization Do?

‘ADAM is the social enterprise set up by Arts with the Disabled Association Hong Kong. This artist agency aims to create job
opportunities and increase income for artists with disabilities in Hong Kong. Shouldering the mission to promote creativity and
social inclusion, ADAM aims to take an active approach with the corporate sector to create business initiatives by synergizing the
talents of artists with disabilities in both visual and performing arts to contribute to society.’ (ADAM 2022)
WHAT Does The Organization Do?
 WHAT Does It Look Like Currently?

Services
ADAM possesses a huge number of artworks by artists with disabilities, such as painting, photography and sculptures, and
they are available for sale, leasing or licensing
By providing these services, clients has many options and flexibility when doing business with ADAM. For example,
clients are welcome to exchange artworks after a year or a specified time by leasing artworks.
 WHAT Does It Look Like Currently? (Cont’d)

Business Performance
However, when it comes to business, ADAM doesn’t seems to be performing well in generating profit. The group wasn’t
being invited to any major corporate events since 2016 as CSR budgets for most of the companies have been reduced for
the last 2 years. Also, There were some merchandises and garments available for sale online but unable to create much
noise.
 WHAT Does It Look Like Currently? (Cont’d)

Arts Sharing
As Covid has become new normal in Hong Kong, there were a lot of arts activities across all age groups. Including live
shows, workshops and exhibitions. Overall, ADAM has been very successful through the years in terms of supporting
artists in creativity and wellness, and achieve social inclusion.
 WHO Participates in Their Activities?

Artists and Volunteers

Most of the people who participate the activities would be artists with disabilities in order to exhibit their gifts and talents.
The organisation is also welcome volunteers who interested in arts to join different events and workshops, by performing
different activities to reinforces ADAM’s core belief: “Social Inclusion, Art Everyday.”
 How do Audiences Recognize the Company?

The brand awareness has been increased dramatically last few years due to extensive events, workshops and exhibitions.
Most of the activities were free to attend so it had attracted a large sum of people interested in arts not only to participate the
events, but also getting to know the talent of different artists with disabilities. Furthermore, the company has two resident
artists— Ko Nam and Liu Tung Mui. They are the chief representative of the artists with disabilities and have successfully
increased their popularity in the market, demonstrated to the public that their artists can contribute to the society by utilizing
their unique art talent.
 Resident Artists

KO NAM LIU TUNG MUI

Visual Arts - Painting Visual Arts - Painting

Type of Disability ： Hearing impairment Type of Disability ： Cerebral Palsy (CP)
 Ko Nam

‘Ko Nam is ADAM’s Resident Artist. Born in Chengdu, China,

he lost his hearing due to a childhood illness. He studied under
renowned painters including Cen Xue Gong, Luo Ci Bing and
Mou Kang Hua, and has developed a passion for sketching and
painting scenery. Ko Nam's experience with hearing loss is
reflected through his painting style, which often lends a calm
and serene feel to his artwork, and his style is often
characterised as free and easy, passionate and optimistic. After
moving to Hong Kong in 1994, he held solo exhibitions in the
city in 1995, 2000 and 2008.’ (ADAM 2022)
 Liu Tung Mui

‘Tung-mui is ADAM’s Resident Artist. Motor impaired from birth,

Tung-mui began painting in 1992 and presented her first solo exhibition
“Life‧Rainbow” in 1997. In 1999 and 2005, she hosted another two solo
exhibitions, “Breaking Out” and “Art and Life”. Together with her sister
Liu Cheng-mui, they jointly exhibited their works at the event
“Trajectories” in both Hong Kong and Macau.

She is also the recipient of numerous awards in recognition of her

achievements in art, including:
Outstanding Person with Disability Award 2002
Ten Outstanding Young Persons Award 2005
Most Successful Women Award 2007 by Jessica
Hong Kong Spirit Ambassador 2012.’ (ADAM 2022)
 WHO are loyalists to them and WHY?

CSR
For years Corporate Social Responsibility is a self-regulating business model that helps a company be socially accountable
to itself, its stakeholders, and the public. There are quite a lot of companies engaging CSR, and engaging philanthropic
responsibility like supporting ADAM is one of them. However, it shouldn’t be considered as the main income stream of
ADAM, we will discuss further in next few sections.
 The project aim of this co-creation assignment is to
study ADAM — a social enterprise established by
The Arts with the Disabled Association Hong Kong
(ADAHK). By performing research to obtain
information regarding:

Project Aim ● Target segment for communication

● Brand Essence
● Customer Segmentation
● Secondary Data
● Main idea and performance of the company
 Key Activity

Research

During the co-creation project. We have participated the Gather different findings through
following activities: online research

Brand Essence
Study the core characteristics and issues
of ADAM

Customer Segmentation
Evaluate Hong Kong’s local and global
art market share
About the Brand
 Brand Essence

“Social Inclusion, Art Everyday.”

Provide a fair social environment for the artist

A platform for Artists with Support artists in creativity and

Disabilities to exhibit their art wellness, and achieve social
talents to the public and strive inclusion. Create opportunities
ahead for professional art for artists with disabilities in
development in their life. Hong Kong by synergizing
their art talents.
 Brand Pyramid

Artist Management company specialise in promoting disabled artists to create value for them
in the art market, leveraging their talents and encouraging social inclusion

ADAM has the character of encouraging, positive, care and considerate, Provide fair social
environment and promising opportunity to disable artists

Leverage the abilities of the disable artists and promote equality among the society
and initiate partnership to help develop their professional art career

Offer commissioned art service and promote disabled artists and their art
works

A platform to conclude artworks by talented artists with disabilities

and provide the opportunity for them to encourage inclusion
 Existing Brand Awareness
Public Exposure - Exhibition & Competition

KO Nam and LIU Ting Mui’s works has been presented in Affordable Art Fair
Join FINE ART ASIA as an exhibitor since 2020
2022

"Art Unbound, Inclusion Absolute - Heritage for All Drawing ADAM’s works has been presented and available for sale at selected Pacific
Competition" 2022 Coffee
 Existing Brand Awareness
Social Media Performance - FACEBOOK
 Existing Brand Awareness
Social Media Performance - Instagram
 Existing Brand Awareness
Media Performance - Publications and Radio
 CUSTOMER-BASED BRAND
EQUITY PYRAMID
Current situation ….

Fail in connect with the audience

Mainly focus local workshops to elderly, children

Not professional in art industry
and corporates who would like to engage in CSR

Provided opportunity to disabled artists yet Encouraging to the disable artists with very
only charity aspect instead of in the art limited awareness
market

A company featured with disabled artists with an image of charity for encouraging CSR
of the corporates
Existing Customer/ Audience
Brand recognition:
1. Increasing public exposure to a more diverse range of
artistic expressions in order to promote an inclusive society
2. Support artists in creativity and wellness, and achieve
social inclusion. Create opportunities for artists with
disabilities in Hong Kong by synergizing their art talents.

Brand recall:
3. A platform for Artists with Disabilities to exhibit their art
talents to the public and strive ahead for professional art
development in their life.
4. Support the artists with disabilities, encourage participants
to participate in charitable activities in order to help more
people in need.
Consideration advantages:
1. Relatively well-known in the art performance market,
including appearances on TV public welfare programs and
large-scale commercial projects.
2. More comprehensive art performances are available for
customers, including music, painting, and dance.

Desirability:
3. Promote affirmative action and public welfare by letting
the public know that the company has spared no effort to
do so
4. Promotes equal opportunities for people with disabilities to
have access to and excel in the art.
 CUSTOMER SEGMENTATION
ADAM’s nature of business including utility companies, public transport providers, real estate
developers, asset management firms, investment banks, HK government departments, hotels.....
ART WORKSHOP
 GOVHK:
Social Welfare, Urban Renewal Authority, Leisure and Cultural

Gain points:
Support ADAM’s artists, encourage participants to participate in
charitable activities in order to help more people in need.
 Developer:
Sun Hung Kai ,The Link, Swire properties

Gain points:
To give back to the community, let the public know that the company
supports public welfare causes
 Public organizations :
Jockey Club, Caritas HK, Tung Wah, CLP

Gain points:
To give back to the community, let the public know that the company
supports public welfare causes
ART JAM & EXCHANGE
 Insurance:
Prudential, AIA, AXA

Gain points:
Publicize and improve public appreciation of art through Adam's artists'
artistic expression and sharing.
 Banking:
Standard Chartered, CCB, BOC

Gain points:
By using the artistic works of Adam's artists, Adam's products and services will be able to
convey artistic and aesthetic feelings to their customers, and customers will be informed
about artistic creation and their own artistic works.
Research Finding - Interview
Adam’s Resident Artist:
Ko Nam
“Adam is an art service platform that allows artists to expand cooperation with enterprises
to provide art creation, and help other artists to increase their popularity and income.”
Suggestions
 Potential Customer
HKTDC – Design gallery
Potential Customer
K11 – Design Store
Potential Customer
Musea
Potential Customer
Musea - MOMA
Suggestions to the Brand
 Suggestions to the Brand

After a series of research and observation from interview, we have found that ADAM’s performance fall short in a lot of
areas. However, due to time constraint and limited resources, we can only focus on one critical issue to fix at the moment.
Which is how to enhance communications and it will be beneficial for the social enterprise and their artists in the long run.
 Main Problems of ADAM
Further to the actions of the brand audit, we have identified 3 main problems of ADAM which need to address in this stage.

- Lack of linkage and trust between artists and ADAM

- Unsuccessful 2-way communication
- Presented wrong interpretation as an NGO/ Charity
 Main Purpose of the Suggestions

Increase awareness of the disable artists from ADAM

- Re-identify the right target audience
- Strengthen connection between the artists and ADAM
- Enhance the 2-way of communications and curate accurate messages
 CUSTOMER-BASED BRAND
EQUITY PYRAMID
In an ideal situation ….

Encourage positive relationship with customer and

strengthen the influential of disable artists

Focus leverage the art-related event opportunity Promote and encourage art inclusion and increase
and position the artist in the Hong Kong art market the awareness of the talents of disable artists

Provided opportunity to disable artist by

Encouraging, positive and supportive to
exhibiting their art works and initiate
the disable artists
opportunities to them

An artist agency feature artworks by disabled artists

 Potential Audience
Segmentation

Research finding:
According the data from M+ Museum, M+ reached 1,000,000 visitors in July.
Therefore, we have studied the profile of the visitors who appreciate arts which will be
the potential target audience of ADAM

Demographic Psychographic

Age Occupation Attitude Lifestyle Personality

30 - 50 Professional Positive Enthusiasts Creative
White collar Passionate Supportive Aesthetic
Gender Designer Status Seeker Originality
Both Male & Female Art-related practitioner Learning Involvement Appreciative Independence
High High-quality
Education Income
Diploma Above Mid - High
 Campaign

“We are ADAM!”

- Launch the new communication campaign with the target of
-
- Strengthen the communication with the public
- Increase the awareness of ADAM and the artists
- Strengthen the image of ADAM as an artist management company

We are ADAM! campaign will be divided into 3 stages…..

Strategy Roadmap Overview
 Stage 1 - Reset with the tone

Social Media Relaunch

-
Purpose: Strengthen the communication with the public

● Relaunch ADAM’s social media channel, focusing on the

contents with strong visual narrative and insightful
information of artist and art piece information

● Encourage the engagement by launching the giveaway

 Stage 2 － Build Up the Awareness

Renowned Artist Collaboration

with Anothermontainman

Purpose: Increase the awareness of ADAM and the artists

● Leverage the awareness of Anothermontainmand and

collaborate with him for a collaborative artwork to work
together with ADAM’s artist

● Increase the awareness and exposure of ADAM by the

collaboration
 Stage 3 - Continue the Momentum

Conversation with Artist

Purpose: Strengthen the image of ADAM as an artist

management company

● Initiate a series of online and offline artist conversation event

to showcase the talents of ADAM’s artist to the target
audience

● Further the partnership with Pacific Coffee Company for

organising the event
 Enhance Communications (Cont’d)

There will be five objectives in order to enhance communications regarding ADAM at different channels.

Brand Essence Social Network Reboot

Fine-tune operations of the ADAM and Participate group activities at more suitable social Carry out new campaign to
make them more inline with the brand platforms. introduce the artists and give
essence. them better exposure.
Engage Target Customer

Improve connection with artists, provide more Work with actual agencies or artists for more
support. experience.
 Enhance Communications (Cont’d)

Besides key objectives to be carried out, there are a few adjustments that could bring positive results for ADAM instantly.

Resources Message Action

Less workshop and spend more resources Educate the brand idea during events and Be more approachable with other
on professional art events, co-op activities, encourage the artists to be more attached institutions. Proactively looking for new
and education. to ADAM and feel comfortable to opportunities.
represent the brand.
 References
‘ADAM is a social enterprise established by The Arts with the Disabled Association Hong Kong (ADAHK) and a platform for Artists with Disabilities to exhibit
their gifts and talents to the public and strive ahead for professional art development in their life. This platform is also constructed for leading collaboration partners
to support artists in creativity and wellness.
Also, the core belief of ADAM is “Social Inclusion, Art Everyday.” By providing such platform for Artists with Disabilities to pursue a professional career path in
life.’
http://www.adamartscreation.com/en/adam_intro

‘ADAM is the social enterprise set up by Arts with the Disabled Association Hong Kong. This artist agency aims to create job opportunities and increase income for
artists with disabilities in Hong Kong. Shouldering the mission to promote creativity and social inclusion, ADAM aims to take an active approach with the corporate
sector to create business initiatives by synergizing the talents of artists with disabilities in both visual and performing arts to contribute to society.’
http://www.adamartscreation.com/en/adam_intro

‘Resident Artists Bios’

http://www.adamartscreation.com/en/resident_artist
Thank You