Background
Financial Street Holding Co. Ltd. is a listed company engaged in commercial real estate development & investment. Over the past 12 years, it has developed from a land developing company to a real estate developing one operating high-end properties nationwide.

The current Financial Street Holding Co. Ltd is constituted of 11 share-controlling subsidiaries, with development located in Chongqing, Tianjin, Nanchang, Huizhou cities. It has its own high-end properties such as office building, star hotel and luxurious shopping centers, high-end business real estate leasing, in financial business centers of Beijing with overall planning services and comprehensive management.

Financial Street Holding Co. Ltd. was originally a nationally owned Chongqing Huaya Modern Papering Limited Liability Company.  In May 2000, Financial Street Group (parent company of Financial Street Holding Co. Ltd.) bought Chongqing Huaya’s entire shares from its parent company, Huaxi Packing Group Company and moved the company’s headquarter from Chongqing city to Beijing.  

Challenges
After conducting studies and analysis, Bang found that Financial Street Holding needed to build a functional and systematic brand image in line with its expansion into a nationwide high-end commercial properties dealer including:
1. A Visual Identity system (the original one was not systematic and lacked clarity).
2. Brand culture guidelines (a much clearer vision with a flexible strategy for future development of the brand architecture)
3. Corporate culture system (to allow the cultivation of Financial Street Holding unique persona)
4. Brand promotion management report (to provide suggestions about brand implementation issues)

Solution:
1. We provided a complete corporate VI system adjusted to the right positioning of the current activities of the company.
2. The cultural guidelines we created include a brand positioning, a brand development strategy, a brand brochure and a brand advertisement implementation guidelines.
3. The corporate culture system now includes clear corporate mission, vision and core values of Financial Street.
4. By providing suggestions on brand implementations we engaged in a competitors research about their service offerings of brand promotion tactics. We suggested several added value services & promotional tactics to achieve complete differentiation of Financial Street from any other high-end commercial real estates.