THE HONG KONG JOCKEY CLUB CHARITIES TRUST - CLAP2.0 - REBRANDING EXERCISE
Background & Challenge
First launched in 2015, CLAP has integrated cross-sectoral resources among schools, community and employers. As it steps into its Phase II, CLAP2.0 aims to build a scalable and sustainable CLD ecosystem co-created with Youth by pulling in more powerful cross-sectoral partners via a rebranding exercise.
The Solution
To maximize the experience CLAP stakeholders gained in the past five years and ensure the new branding and messages align with different parties, prior to developing the new branding, we organised co-creation workshops with the key members from HKJC, schools, community and employers. Through such exercises, we successfully excited the team members and also acquired valuable insights and identified practical unique selling points for the partners to use in the second phase of the program.
The new branding values have rejuvenated the CLAP project, which targets to benefit 160,000 youths and envision the younger generation to be able to achieve meaningful lives and aspire to make positive contributions to society.
