The Challenge

Centricity is a collection of spaces and services created for Hongkong Land tenants, including office and retail workers. Based in Central, Hong Kong, it has restaurants, bars, meeting and events spaces, and various added-value services such as umbrella hire and taxi booking. These are all connected through the Centricity App.

Centricity were looking to relaunch the App with a customer-centric focus, offering tenant services that can improve workday experiences. The relaunch needed a campaign that could raise awareness of the revamped App and encourage tenants to download it to make use of the new features.

Our task was to create an overarching Key Visual for the new Centricity App launch campaign that could be adapted for various Hongkong Land-owned platforms and channels. The proposition set by the client was ‘Your Workday, Redefined’ and the App needed to be seen as a convenient platform that enhances users’ daily working lives by saving them time, boosting productivity, and providing valuable amenities.

What we did

We had 6 weeks to create a key visual for the App relaunch campaign, then adapt it into 15+ deliverables including animated LED screens, posters, tent cards, social content, and more.

Building off ‘Your Workday, Redefined’, we created 2 key visual options that brought to life the multifaceted events that happen throughout a workday, in terms of both profession and lifestyle. The chosen design journeys through each part of the workday and showcases how Centricity can be there to improve each aspect.
We adapted this key visual across all required formats, creating multiple iterations to ensure a cohesive look, yet not one so identical that it could look repetitive.

The Payoff

We successfully produced all the assets required within the 6-week timeframe. The App launched in early December 2024 with broad exposure across all Hongkong Land properties, including the prominent bridgeway screens from Jardine House to LANDMARK buildings. The vibrant design ensured the target audience were exposed during their workday, and the revamped App was downloaded by over a quarter of the original user base at launch.

“Working with The Giles Agency for the Centricity app relaunch was effortless. Their responsiveness and reliability made the process smooth from start to finish. They are true experts in understanding a brand, developing concepts and visuals that perfectly align with our business needs. We couldn’t be happier with the results!”

Eva Chan – Marketing Manager, Hongkong Land