Development of New Brand Identity for West Kowloon Cultural District

The West Kowloon Cultural District (WKCD) is one of the world's largest and most ambitious cultural building programmes which will deliver up to 15 new performance and visual arts venues, museums, open spaces, education resources, commercial and retail opportunities as part of a new cultural hub being developed with the help of funding from the Hong Kong SAR Government. The WKCD is being developed principally for the people of Hong Kong but the scale of the project means that it will command attention from visitors from around the world and as such, needs to position itself as a leading cultural brand of the future.

The West Kowloon Cultural District Authority (WKCDA) invites expressions of interest from agencies and/or consultants interested in pre-qualifying to tender for the provision of the following services:

• Work with the WKCDA team to agree and finalise the brand strategy for the project
• Development of a new visual brand identity, including logo
• Implementation of the new brand identity across key materials on- and off-line
• Creation of brand identity guidelines

A keen understanding of local culture and sensitivities will be essential to the success of the WKCD identity, so too will be an appreciation of the potential of the brand within the international market place. It is therefore expected that the successful agency will either be a Hong Kong-based agency or a joint venture or other form of collaboration with a Hong Kong-based agency.

To be invited to tender for this contract, those seeking to pre-qualify must be able to clearly demonstrate past experience of the following:

• Work on brands within the arts, cultural or entertainment sectors
• Developing powerful visual identity solutions for complex, multi-layered brands
• Creativity in implementation of brands including on merchandise, on- and off-line channels, signage, printed materials and advertising.
• Developing animated and/or video based interpretations of a visual identity
• Working on projects during pre-opening development phases including working closely with architects

We require agencies (or collaborations between agencies) to complete a pre-qualification questionnaire which will be available ELECTRONICALLY as a PDF file from eoi@wkcda.hk to agencies requesting it before 21 January 2011. Agencies and collaborations wishing to apply to pre-qualify shall submit their COMPLETED pre-qualification questionnaire together with the registered business names and addresses of their principal offices and the name and postal and e-mail addresses and contact telephone numbers of the principal contact person for the agency or collaboration, before 4 February 2011.

The issue of this invitation for expressions of interest to pre-qualify to tender does not necessarily mean that WKCDA will proceed to a formal tender stage.