Glowing Neon Story: Celebrating Hong Kong's Neon Sign Culture

A Campaign Visual Identity by Heung Kwan Kei

Neon signs have long been a seductive and energetic visual vocabulary, but with newer technologies emerging, they are slowly disappearing from the urban landscape. However, the nostalgic power and collective memory associated with these fast-disappearing fixtures are undeniable. Heung Kwan Kei, the designer behind Glowing Neon Story, recognized the importance of preserving this craft born of industry and sought to find an innovative way to keep neon signs alive.

Glowing Neon Story is an immersive campaign that allows Hongkongers to experience the visual culture of neon signs from both the neon light industry and the local city. Through various mediums such as posters, booklets, guidebooks, bookmarks, and an app, the campaign explores, appreciates, and records the beauty of neon signs.

The campaign's workshop kits feature a booklet with a cover showcasing a photograph of a traditional Hong Kong building. The cover combines die-cut lines of neon sign graphics, giving a glimpse into the unique features of Hong Kong's neon signscape. The booklet serves as a guide to understanding the difficulty of making a neon sign, its scale, location, and more.

Additionally, Glowing Neon Story offers an app that allows users to document interesting neon signs they come across in the streets. Users can explore the extensive database of documented neon signs, gaining insights into the craftsmanship behind each sign. The app also allows users to create and share their customized neon signs, further spreading the appreciation for this art form.

Heung Kwan Kei and his team worked tirelessly to bring Glowing Neon Story to life. The project started in September 2014 and was completed in June 2015, all within the vibrant city of Hong Kong. Through extensive research and creative problem-solving, the team overcame challenges such as finding suitable locations for merging neon signs in the poster and ensuring precise placement of die-cut graphics on the bookmark. The development of the user-friendly and simple app interface was also a significant undertaking.

Glowing Neon Story has garnered recognition for its outstanding design and contribution to preserving Hong Kong's neon sign culture. In 2018, it was awarded the Iron A' Design Award in the Advertising, Marketing, and Communication Design category. This prestigious award is given to designs that meet professional and industrial requirements, showcasing innovation, practicality, and integration of industry best practices.

Heung Kwan Kei's Glowing Neon Story is not just a campaign; it is a testament to the beauty and significance of neon signs in Hong Kong's cultural landscape. By celebrating their unique aesthetics and human touch, the campaign ensures that the legacy of neon signs lives on, even in the face of technological advancements.