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Supporting the expansion of a successful bilingual school
15 October 2025
A 24-page brochure introduces YKPS to Hong Kong parents
Sir YK Pao was a pioneering entrepreneur and philanthropist. His belief in the power of learning to uplift communities inspired the 2007 founding of YK Pao School in Shanghai.
The Shanghai school is now a leader in China, consistently ranking among the nation’s top bilingual schools.
Extending this legacy, YK Pao School is advancing its commitment to whole person education with a new Hong Kong campus. The expansion supports the school's aim to foster future leaders through joyful, inclusive learning.
Hong Kong learning from Shanghai
To support the launch, YK Pao School recruited Stepworks to develop a strategic brand alignment initiative.
The objective was to align the Shanghai and Hong Kong institutions’ messages to capture the universal spirit of the school. A brand review and research phase kicked off the project.
The team developed a bilingual positioning phrase, Learning with joy / Living with purpose (樂學於今 明志於行). This idea was expanded on in a brand model and brand stories. The concept anchors the Hong Kong school launch materials and communicates the school’s ethos.
Refining a strong story of success
Stepworks developed a comprehensive 24-page brochure and launch website to introduce the Hong Kong campus.
These unify the narratives of both the Shanghai and Hong Kong schools, highlighting shared values and achievements.
Integrating photography and infographics, the design expresses the bicultural identity that’s central to the school.
The team coordinated interviews, school visits and stakeholder reviews to ensure the storytelling accurately reflected the academic culture and educational vision. The result is a clear, respectful and inspiring portrayal of a school with traditional values that’s forward-looking in outlook.
Close cooperation delivers positive outcomes
Under tight timelines, the Stepworks and YK Pao School teams worked closely to manage design and production stages. The materials were delivered on schedule to coincide with key communications around the Hong Kong campus announcement.
The collaboration integrated purpose, message and design to express an authentic organisational spirit. The project helps YK Pao School continue Sir YK Pao’s approach in cultivating joy in learning and purpose in living.
