Hactl gains global recognition for branding and design

Hong Kong Air Cargo Terminals Limited (Hactl) has received two Gold Awards among a total of six accolades, in the latest annual international ASTRID Awards for outstanding achievement in corporate design and branding.

Hactl received the Gold Award in the Video category for its "The Best Team" Video, presenting its new mascot family. “The Best Team” mascots were introduced to better recognize the diverse team who keep Hactl’s mission-critical operations running around the clock, and to bring their vital work to the attention of a wider audience. The mascots comprise five different birds symbolizing key elements of Hactl’s operations, and representing Hactl’s professional staff, and the vital tools that support their work. Hactl’s second Gold Award was for the graphic design of the mascots themselves.

Hactl also won a Silver Award in the Calendars category for its 2024 calendar entitled “Museum of Curious Minds”, and a Bronze Award in the Self-Promotion category for its “New Lives for Old Uniforms” sustainability project, which transformed 8,000 unused, redundant uniforms into functional holdalls and Hactl Teddies. It also achieved Honours in the Magazines and Special Projects categories respectively, for its highly popular Hactlink house magazine, and its "Hactl x Free Periods Hong Kong - Be My Buddy Buddy" Project, advocating menstrual equity.

The 34-year-old ASTRID Awards are staged by New York-based MerComm, Inc. - the world's only independent awards organisation dedicated to excellence in the communications fields. The 2024 program received around 260 entries from 11 countries.

All entries were evaluated by a global panel of 30 judges comprising distinguished agency designers and creative directors. The ASTRID Awards programme is unique in permitting entrants to see the judges’ evaluations, which is felt to be of great value in the ongoing learning and creative process.

Says Hactl Branding and Communications Executive Director, Winnie Chan: “Hactl has always prided itself on its branding, and the professionalism of its promotion, but this is the first time we have submitted to the judgment of external experts in the field.

“Scoring so highly in competition with some of the world’s largest and best-known businesses is a true honour, and demonstrates the hard work, creativity and belief that our team has put into all of its output. I am very proud of them.”