Design Talentschmiede

Das Hong Kong Design Institute liegt in Ost Kowloon, ein bisschen in the middle of nowhere (was es hier ja nicht gibt, also genauer: inmitten anonymer Wohnblocks.) Wenn man die MTR Station (Tiu Keng Leng) verlässt, steht man erst mal davor und staunt ob der Größe und Form. Ein junges, französisches Architektenteam aus Lille (Thomas Coldefy und Isabel Van Haute, die als Coldefy & Associates Architects Urbanists (CAAU) firmieren) gewann 2006 die Ausschreibung für den Uni Campus, der 2011 fertig gestellt und inzwischen zahlreiche Preise gewonnen hat. www.caau.fr/projects

Foto: Zeichnungen für das HKDI von: www.caau.fr

Das 100x100m Plateau steht auf 4 Beinen (legs of education) und kann über diverse Treppen, Fahrstühle oder einer 60m langen Rolltreppe erklommen werden. Neben Hörsälen, Seminarräumen, Werkstätten, Ausstellungsräumen und Büros befinden sich auch kleine Gärten, zwei Sportplätze und ein Schwimmbad (4 Bahnen, aber das Becken war leer - es ist ja Winter) auf der Mittelebene. So richtig viel los war nicht, aber in einigen Räumen wurde doch fleißig gewerkelt und designt. 

Foto: Der HKDI Campus

Es gibt sogar auch ein paar short courses am Samstag oder abends, die - wie es scheint - jeder belegen kann (Kosten: 2.000-10.000 HK$ für 30-120 Std.): www.hkdi.edu.hk

Und leider war die Ausstellung German Design Standards schon vorbei. Guck mal, hk roomie, da war sogar eine Nomos Uhr als deutsche Designikone auf dem Werbeplakat abgebildet.

Foto: German Designausstellung bis Anfang März

Die meisten Blogleser/-innen sollten spätestens jetzt aufhören zu lesen. Mich interessierte aber noch die Markenstrategie des Designinstituts (www.hkdi.edu.hk/brand center):

Vision
The HKDI is a leading design education institution in Hong Kong under the VTC group providing quality education that cultivates knowledge, professionalism and new talents for the evolving creative industries.

Mission
We are committed to nurturing design talents with critical thinking, cultural sensitivity, social responsibility and an international perspective.

Brand Strategy
A brand is simply a collection of perceptions and associations about a product, service or organisation that people hold in their minds.

This is WHY maintaining the strength and stature of the HKDI brand is important, WHY the right image is critical and WHY our brand matters.

HKDI Brand Positioning Platform (BPP)
All the key ingredients of the HKDI brand, including its strengths, uniqueness and competitive edge, are summarised under the HKDI Brand Positioning Platform (BPP). The BPP aligns with the VTC brand strategy and has the following components:

- Business Description
- Brand Positioning
- Brand Attributes
- Brand Promise
- Brand Strapline

Each of the above elements serves a slightly different purpose and when used together, gives a thorough explanation of the HKDI brand in its entirety.

The BPP is expressed through the HKDI visual identity, both of which are of critical importance to the brand. Familiarising yourself with the information in this BPP will give you a deeper appreciation and understanding of the HKDI brand story.

Business Description
HKDI is a leading design education institution in Hong Kong under the VTC Group.

This is an essential description of what HKDI does, and is used commonly in external communications and public relations.

Brand Positioning
Creativity in Action

This is what the HKDI brand stands for. It is the "lead thought", that is, the first thing that we want people to think about when they say HKDI.

This dynamic positioning encapsulates HKDI's hands-on curriculum, teaching methods and emphasis on practical skills. Its unique learning experience is based on a "think-and-do" approach, cultivating students' passion for creative learning while imparting the necessary skills and know-how for them to succeed.

Brand Attributes
- Creative
- Dynamic
- Passionate
- Stylish
- Versatile

These describe who the HKDI brand is, and the qualities that define its personality.

Core Values
- Encourage Openness
- Celebrate Diversity
- Embrace Cultures
- Nurture with Passion
- Learn with Fun

These are operating principles that guide HKDI's internal behaviour and conduct, as well as its relationship with the external world.
·  We encourage openness in our thinking and communication.
·  We celebrate diversity in our interests and abilities.
·  We embrace cultures from all worlds.
·  We nurture with passion to empower our students.
·  Our students learn with fun inside and outside the classroom.

Brand Promise
HKDI is committed to nurturing design talents with critical thinking, cultural sensitivity, social responsibility and international perspective.

A brand promise is what the HKDI brand pledges to its stakeholders. It is the end benefit that the brand delivers, which further brings out its positioning and states.

To reflect the HKDI's uniqueness, our curriculum is enhanced with elements of culture and sustainability to instil students with the interests, inspiration and knowledge in these areas. It is relatively easy to make a promise, but it takes a lot more effort to live up to it. To make sure it is not forgotten, we are especially sharing it with you.

Brand Strapline
Creative Talents New Horizon

This is the summary of HKDI's brand strategy in a short, memorable form for communication purposes. So if you cannot remember all the details about the HKDI brand, just remember these few words.