ONE PACE 一步居 

Located in the vibrant heart of Tsim Sha Tsui, One Pace is Centaline Investment’s first student residential project in Hong Kong. The project involved an investment of HKD 180 million for property acquisition, with an additional HKD 20 million dedicated to renovations and brand building. Neighbour Co. directed the full brand strategy, property naming, and visual identity for the project. Since the residence is located only five minutes from the PolyU campus, the strategy focuses on the core benefit of convenience. This led to the brand concept "Live at your own pace," with the name "One Pace" serving as a strong brand proposition that reminds residents to find their own balance in a busy city.

The brand identity features a logo that integrates four symbolic meanings into one minimalist shape. Using a continuous line to represent connectivity with the urban surroundings, the design also forms the letters ‘O’ and ‘P’. The circular layers represent the "lifestyle circles" of the area, such as nearby museums, shopping malls, and theaters. This spiral form is further used as a supporting graphic across various materials to create a consistent and recognizable look.

To echo the brand concept, the visual system uses a palette of natural greens and earthy tones. These colors were chosen to provide a sense of comfort and a relaxing atmosphere, offering a peaceful sanctuary for students after a busy day of study. The use of these tones ensures that the brand feels welcoming and grounded, balancing the high energy of the Tsim Sha Tsui district.

The completed identity system is applied across all physical and digital touchpoints. This includes interior fixtures, building signage, and stationery, as well as the reservation app and social media page. By combining a strategic location with a thoughtful brand experience, One Pace establishes itself as a premier choice for students seeking an enriched lifestyle in Hong Kong.