Ultimate United Limited (UU)

Design Brief

Ultimate United Limited (UU) is a local charity that helps less fortunate people (e.g. children living on the streets, broken families, refugees) in the Yau Ma Tei area of Hong Kong by organising various activities for engagement and education. It aims to bring a little sunshine into their lives and keep them out of harm from bad influences in the area. The activities include “The Friday Night Kids Club” and the Mission Bridge “Connecting Lives”, which aim to connect people and build a stronger and better society.

The aim of this project was to rebrand UU and create an awareness campaign for obtaining volunteers and financial support from the public and the business sector. The project involved developing marketing strategies and graphic communication materials for both internal and external purposes. The selected campaign for UU incorporated two themes: “Let There be Light” and “Little Roles Make Big Changes”.

Design Outcome

The student creators were tasked with developing an overall positioning and value proposition for UU with the goal of raising awareness in Hong Kong of the organisation’s work and encouraging support from the general public and the corporate sector. The students reviewed the challenges that that UU was facing, which included financial support, physical space support, personnel recruitment and educational support. To achieve their objectives, the students developed a comprehensive design design proposal that included brand positioning, a value proposition and a communications campaign.

The brand positioning strategy emphasised UU’s unique strengths and qualities, highlighting its positive impact on the community and its commitment to making a difference. The value proposition emphasised the benefits of supporting the organisation, such as the personal fulfilment that comes from volunteering and contributing to a worthy cause. The students thereby helped UU to achieve its mission of making a positive impact on the community.

Most of the design concepts were licensed to Ultimate United Limited in 2023.

Participating Year 4 BA students include - 

/Advertising Design
CHEUNG Yuen Ha
LAM Tsz Laam
LOUIE Sau Ting
SHIU Long Ting Lawrence
TSE Wing Wah
WU Ka Mei

/Communication Design
CHAN Ka Yu Cathy
HUANG Cheuk Ying

/Social Design
HO Ka Chung
WONG Kin Hin
WONG Sin Wan
YAN Ka Yi

/Project Tutor   
Alan KAN, Professor of Practice, School of Design, The Hong Kong Polytechnic University