Identities

Kush caused a stir when it launched in Hong Kong, unleashing three properties in the span of three months in the competitive serviced apartments sector. With its emphasis on design, services and a hip urban lifestyle, Kush has managed to make huge gains in a short period of time. WHITESPACE worked closely with the Kush team and architecture firm FAK3 from inception, developing the brand from logo and identity design to all materials inside the apartments including signage, toiletries, service compendiums, cutlery, bed linens and accessories. With a start-up budget, WHITESPACE produced the total brand experience with creative means. Starting with moodboards, we then narrowed down the visual elements to a series of lights that became the backdrop to the Kush namecard, website and brochure covers. This direction provided some flexibility and evoked an emotional response as it was alluring, dynamic and different to all other competition.