A wholly owned subsidiary of MTR Corporation, MTR Lab was officially launched in 2022 to serve as the corporation’s innovation and technology (I&T) investment arm. MTR Lab looks to invest in, collaborate and co-create with like-minded partners who share the company’s vision of co-creating smarter, greener communities through technological investments and innovative solutions.
Sinclair’s role was to create a recognisable and impactful brand identity that was in line with MTR Lab’s vision and values, could effectively communicate the company’s I&T prowess, and would position MTR Lab as a sought-after co-creation and investment partner.
Our mission was to launch and position MTR Lab for the innovation community.
Strategy: Reinforced MTR Lab’s unique positioning of ‘building a smarter, greener future’ using a humanised storytelling approach – including a collaboration with local artist, Missquai – and carefully-crafted narrative focused on how the company helps build sustainable communities.
Engage: Curated an approachable and informative identity for MTR Lab on LinkedIn – a platform that was identified as the preferred social media of choice for members of the local, regional and global I&T communities. Showcased success stories, such as Carbon Wallet and Urban Access Solutions (subsidiaries of MTR Lab), innovative technology case studies, and media coverage to boost the company’s reputation and drive engagement within the I&T sector.
Community: Targeted reputable and like-minded top innovation/co-creation partners for collaboration opportunities and highlight MTR Lab’s value as a partner to attract high-potential, early-to-growth stage companies to work with. Collaborative successes, such as the company’s co-investment into alfred24 with Cyberport, were celebrated across LinkedIn and media channels.
Partnership: Actively seeked and got involved in industry events with established (and potential) network partners to bolster community presence. Ensure MTR Lab’s voice was heard in important conversations, leveraging networking opportunities like Deloitte’s ‘PropTech: Unlocking the Future of Real Estate in Hong Kong’ panel to showcase the company’s unique position as a valued ‘innovation investor’ and I&T partner.
