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West Kowloon Cultural District

VIDEO EDITING, SOCIAL MEDIA COPYWRITING, BRANDING

As a Creative Content Writer for the West Kwowloon Cultural District, I covered everything from writing social media feeds, to high-level brand identity write-ups, to video editing and content strategy.

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MISSION, VISION, BRAND MANIFESTO, VALUES

Revamped Brand Identity

As part of the Branding team, I am the lead English copywriter for all elements of the District's Brand DNA, including its Brand Vision, Mission, Values, Manifesto and Tagline. I created and conducted a Brand Perception Survey internally to gather information on how our own colleagues viewed the West Kowloon Cultural District brand.

I analysed the results and key sentiments and presented the data to management to create the brand's new key values as well as craft the new tagline as below.

 

Due to confidentiality reasons, the District's Brand Vision, Mission and Values are only available upon request.

TAGLINE CREATION

Where Art Comes Alive

BRAND MANIFESTO

Every person we meet,
every idea that crosses our path,
are threads that ripple outward and join with something else.
 
From traditional art forms and ancient artefacts that tell tales of decades past,
to modern exhibitions and boundary pushing performances
that shed light on who we are today.
 
It’s the ordinary, the extraordinary, and everything in between.
We fuel your curiosity,
and the passion of a district compounds to build an endless tapestry
where nothing stands alone.
 
This is a place steeped in culture and borderless in spirit,
flowing with experiences that inspire lives,
so that you leave with expanded hearts and horizons.
 
Because the world is our stage, and the District’s pulse beats and transcends boundaries —
from WestK to beyond; Where Art Comes Alive.

Writing Style Guide

A SET OF LANGUAGE STANDARDS AND FORMATTING TO ENSURE CONSISTENCY

Over the first 4 months of my role as Creative Content Writer at the West Kowloon Cultural District, I created a 52-page writing English Style Guideline for the District's marketing team to take reference and ensure consistency across all channels.

The guidelines included points on brand voice and tone, how to write for accessibility and inclusion, and key stylistic formatting.

The full document can be viewed upon request.

Social Media Content

GRAPHIC DESIGN AND COPYWRITING

See my copywriting work on the West Kowloon Art Park's instagram page here.

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Video Editing

I filmed and edited reels for the @westkowloonartpark Instagram during my first year at West Kowloon Cultural District Authority. Throughout this process, I became highly proficient in video editing software (Adobe Premiere Pro) and extremely sensitive to instagram trends. From the audio, to fonts used, to the length of each video, I leveraged on viral videos in order to help boost engagement with the account.

VIDEO CONTENT CATEGORIES

Atmospheric, Viral Trends, Informative

VIRAL TRENDS, INFORMATIVE

Hidden Sunset Spot

A wayfinding video set against a viral audio to dramatise a typical sunset moment; garnering 700 likes and went viral

ATMOSPHERIC

Rainy Day

Showcasing the lesser-known peace and tranquility of the Park in the rain

ATMOSPHERIC

Art Park Evening

Created to promote Freespace Weekly Gigs; did not use music in order to showcase the ambience sounds and music

ATMOSPHERIC

Summer Moments

Filmed during a photoshoot; experimented with still shots and quick frame switches

INFORMATIVE

How-To Minibus

A fun video that teaches visitors how to take the minibus 

ATMOSPHERIC, VIRAL TRENDS

Late Afternoon

Highlighting the Art Park as the perfect place to witness golden hour

ATMOSPHERIC, VIRAL TRENDS

Jordan Exploration

A series that ventures beyond West Kowloon to showcase the thriving local communities and hidden gems

ATMOSPHERIC, VIRAL TRENDS

Yau Ma Tei Exploration

A series that ventures beyond West Kowloon to showcase the thriving local communities and hidden gems

ATMOSPHERIC, VIRAL TRENDS

Freespace Jazz Fest

Experimented with the viral cut-out style quick switch frame to convey the energy of Freespace Jazz Fest

ATMOSPHERIC

2023 Keyword

Put together a video of keywords for 2023, based on submissions from followers on a story sticker

ATMOSPHERIC, VIRAL TRENDS

Autonomous Vehicle

To promote a new way of exploring the district through a first-person point of view

ATMOSPHERIC, VIRAL TRENDS

Colour Your Life

Hinging on the idea that the district 'adds colour to your life' I paired a simple slideshow with a viral audio

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