Creating a Brand for a Brand New Service

The process needs to start right at the beginning, explains Jim Northover, Citigate Lloyd Northover

One of the most audacious infrastructure projects in recent times has been the building of Hong Kongs new international airport and rail link. Opened in 1998, the airport and its railway were a massive civil engineering project, effectively turning an island into a runway and connecting it to the centre of Hong Kong by a series of fixed links.

At home, I still have a small piece of granite from Chek Lap Kok island, picked from the rubble as the island was being transformed into its new role. The awesome sight of giant bulldozers flattening the landscape into a huge plain stretching far into the sea remains imprinted on the memory.

The Challenge of Context