First-ever presence in Hong Kong Book Fair to reach out to younger generation
Leaflet Design
The Law Society of Hong Kong (LSHK) wanted to promote legal services and to increase awareness in our society particularly aim at the teenage community, therefore they had an unusual idea to take part in one of the Hong Kong’s renowned mega event in summer — Hong Kong Book Fair 2024.
To facilitate this, we were asked by LSHK to design an illustrative yet charming leaflet to start in touch with the young people who will probably go to the event. In fact, they have begun this challenging task years ago.
On the one hand, they need to retain their professional and brand image; but on the other hand, they have to overcome some communication obstacles to the youngsters. As a consequence, LSHK created two adorable spokespersons — Bears of Law.
This is a little story book to a certain extent, the young people may think about their dream careers and curious about how to be a solicitor.
We based on this direction to design a 4-fold leaflet with using a die cutting to protrude the white bear of law, who stands at the forefront and next to her partner the hazel bear of law as a cover where the story began.
“Dream Big Be a Solicitor” on the front is more than a title or a slogan but also a cue for the entire content, which leads the audiences to dive right in, especially the young ones.
We have designed 2 versions of the leaflet, English and Chinese, the latter is rather predominant, which LSHK believed that Chinese version is more welcoming by our youngsters and to communicate with them easier and effectively.
The leaflet in its own right is a concise story of become a solicitor, which briefly explains overall environment of the industry and showcases a road map to achieve it.
Hong Kong Book Fair is literally a perfect channel to connect with younger generation, an ideal opportunity to showcase the work of LSHK as well.
It was indeed an ingenious branding strategy anyway to set foot in that area, which gained lots of unexpected good outcomes and let LSHK to tell their own story in such cultural ambience.