The Executive Centre

A large scale brand transformation from strategy to hiring and creative execution.

Marketing Strategy Development

LIIPSTIIK led an intensive 9-week strategy development project to address the growing needs of The Executive Centre’s evolving target consumer, community and digital services.  The project began with an intensive audit across the brand’s consumer, business, brand and competitive set.  LIIPSTIIK utilised the findings from this audit to identify challenges and opportunities within The Executive Centre’s culture and consumer experience to craft the brand’s new marketing vision and communications strategy.

To ensure the successful implementation of the new strategy, LIIPSTIIK worked closely with multiple departments within The Executive Centre to develop a new operational structure for the marketing team, new processes and workflows, and a detailed 18-month marketing roadmap clearly outlining how each of the vision’s new initiatives would be implemented.

LIIPSTIIK Project Team

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Strategy Director: Jocelyn Liipfert Lam
Senior Strategy Consultant: Suhani Jain
Creative Coordinator: Sarah Chiang

Marketing Operations Consultation

After the development of The Executive Centre’s new marketing strategy, LIIPSTIIK provided advisory support to oversee the operational implementation of the vision for 6 months.

LIIPSTIIK provided support on marketing team identification and hiring, oversaw project implementation of marketing initiatives set, identified and engaged creative production partners, created a marketing brand playbook to use as a guideline for all marketing team onboarding, and developed communications strategies for The Executive Centre’s global community to engage them in the new marketing vision.

LIIPSTIIK Project Team

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Strategy Director: Jocelyn Liipfert Lam
Creative Coordinator: Sarah Chiang

Content Creation

LIIPSTIIK created a new set of brand imagery to support the brand’s renewed branding and marketing positioning.

These initial images were shot to populate The Executive Centre’s revamped website, social media and various marketing collateral. LIIPSTIIK engaged Amanda Kho Photography to direct the shoots and produce the final selection of 80 images, across shoots in Hong Kong and Shanghai in a variety of Executive Centre locations to capture the visual essence of the brand.

LIIPSTIIK Project Team

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Strategic and Creative Director, Props Styling: Jocelyn Liipfert Lam
Senior Strategy Consultant: Suhani Jain

Photographer: Amanda Kho
Hair & Makeup Styling: Shue Lai
Creative Coordinator: Sarah Chiang

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Brand Film Creation

LIIPSTIIK created a human-led storytelling approach to share the purpose and mission of the brand through a film.

LIIPSTIIK engaged Ocean Pine to produce a brand film to showcase the perspective of the Executive Centre member, showcase the lifestyle aesthetic that The Executive Centre represents, and introduce the refreshed high-end look and feel of the brand.

LIIPSTIIK Project Team

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Strategy and Creative Director, Props Styling: Jocelyn Liipfert Lam
Senior Strategy Consultant: Suhani Jain
Creative Coordinator: Sarah Chiang
Film Production: Luke Casey and Katie Leung of Ocean Pine
Film Photography: Teddy Ng of T5 Studios

TEC Brand Film
from LIIPSTIIK

Member Stories Film

LIIPSTIIK created an impactful content series in the format of short, documentary-style films to share the stories of how members found success in their own businesses thanks to the support of The Executive Centre.

LIIPSTIIK engaged Ocean Pine to produce the first iteration of this content series in a film that followed the narrative of one of The Executive Centre’s oldest clients, a leading global architecture firm, Skidmore Owings & Merrill.

LIIPSTIIK Project Team

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Strategy Director: Jocelyn Liipfert Lam
Creative Coordinator: Sarah Chiang
Film Production: Luke Casey and Katie Leung of Ocean Pine
Film Photography: Teddy Ng of T5 Studios
Motion Graphics Designers: Scott Albon and Michelle Lau

Hair & Makeup Styling: Jaime Smith, Smudge Makeup Artistry

TEC Member Success Story
from LIIPSTIIK

Brand Voice Creation

LIIPSTIIK created The Executive Centre’s brand tone of voice guidelines to create consistency throughout all brand messaging on website, marketing collateral, and all social channels, across multiple languages.

Following the tone of voice guidelines, LIIPSTIIK produced on-brand website copy The Executive Centre’s revamped website, encompassing its brand story, member success stories, spaces, services, locations and brand details. LIIPSTIIK also developed a branded pitch deck to create a consistent story for when The Executive Centre pitched to investors, landlords, partners, agents and potential members as a foundational communications material to live with the marketing team.

LIIPSTIIK Project Team

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Strategy Director: Jocelyn Liipfert Lam
Senior Strategy Consultant: Suhani Jain

Copywriter: Jessamine Barnieh
Creative Coordinator: Sarah Chiang

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