The British Chamber of Commerce Shanghai dates back to 1915 when it was first founded to protect British trade interests in Shanghai, China. Today, BritCham Shanghai is ushering in a new chapter of their history with a new brand and digital platform.
As long-standing members of BritCham Shanghai, JWDK was commissioned to lead the Chamber through the rebranding programme from research and strategy, to creative delivery.
Following a member insight study, it became clear to JWDK that the Chamber needed to modernise, digitise and commercialise its offer in order to maximise value for its members. From this also came a new strategy of packaging the Chambers’ content and value into distinctive products, each under the umbrella of one of three ‘value-streams’ – Advocacy, Knowledge and Community.
The essence of the new brand is ‘Connections’. BritCham Shanghai opens connections to government decision-makers; it facilitate connections between businesses in the UK and businesses in China; and fosters connections between its members to enable trusted relationships to form.
Staying true to the Chamber’s British roots, the new logo is inspired by the connecting lines of the Union Jack. From the base grid a three-part logo was designed to reinforce the story of ‘connections.’ Each coloured element of the logo symbolises three value dimensions — Advocacy, Knowledge and Community. Together with a set of unique graphical patterns, the elements are constantly expanding, communicating, moving, and expanding, reinforcing the story of ‘connections.’
An imperative slogan, “Let’s connect,” is also used across the brand and communications to encourage members old and new to connect with each other — by WeChat or by any means! The new bilingual website, also designed by JWDK, is clear and visually appealing and will be a platform for all members to stay up to date on all the latest activities and information.
The new brand for BritCham Shanghai launched on 19 May 2021. Read the press release on their website here.
I would like to thank Kirsten Johnston and the team at JWDK for all their hard work and dedication to this project. The response from our membership has been outstanding – the value that we bring has truly been solidified.
James Dunn, Executive Director at BritCham Shanghai
A truly fantastic rebranding! It’s so powerful, energising and fundamentally changing in mindset… It makes me proud to be a member of the Chamber
Joanne Wood, Founder & Chair of Capital Eight, BritCham Shanghai Member
