Differentiating a leading Asian law school

The Faculty of Law of the Chinese University of Hong Kong (CUHK) sought to carve out a more distinctive place for itself among the many competing law schools in Hong Kong, Asia and beyond. Through interviews with members of the academic staff, Base Creative helped the Faculty to identify key differentiators, based on its global outlook and its unique position within a university dedicated to enhancing ties between China and the outside world. We then helped the Faculty to express this differentiation through a redesign of its brand identity, including a new logo. The Faculty's website was rewritten and redesigned, giving it a fresh modern look to mark it out from the conventional conservative style commonly favoured by legal education institutions.