Build Emotional Connections Through a New Brand Identity and Strategy 以全新品牌形象和策略建立「情感連結」

St. James Settlement 6PM (formerly known as Sixth Degree Hubs) Cyber Youth Support Team is an online youth support service launched in 2018 with funding from the Social Welfare Department, HKSAR.

The team reaches out to young people through online platforms aligned with their interests, and partners with community stakeholders to address the needs of at-risk and hidden youth on Hong Kong Island.

When 6PM approached Tab Tab Studio, the service was already running — but lacked a clear brand identity. They needed a team who could build one from the ground up.

聖雅各福群會於 2018 年獲社會福利署撥款，推出「6PM」（前名：第六點）港島區網上青年支援隊服務，透過貼近青少年的網上媒介，聆聽青少年心聲。

6PM 亦會在線下協助處理危機及隱藏個案，讓青少年及家庭逐步與自己、家人及社區再次聯繫。服務主要覆蓋港島區用戶。

當 6PM 找上跳制作室時，服務已在運作，但欠缺清晰的品牌識別——他們需要一個能夠從頭建立品牌的團隊。

At its early stage, 6PM had a service in place and a name — "Sixth Degree Hubs" — but needed brand positioning and a visual identity to match.

Tab Tab Studio provided tailored brand strategy services — logo design, social media strategy, and website design — aiming to build a distinct, youthful image that helps the team connect with their target audience.

「6PM」成立初期已擬定名稱「第六點」及所提供的青少年服務，下一步需要的是設定品牌定位和建立品牌形象。

跳制作室為「第六點」提供度身訂製的全方位品牌策略服務，包括標誌設計、社交媒體策略、網頁設計等，目標為其建立一個鮮明、年輕又貼近潮流的品牌形象，讓團隊能夠更容易接觸目標受眾。

To understand who 6PM serves, we attended youth activities, ran focus groups and games, and analysed existing youth services and social issues. The research shaped every decision that followed.

After multiple sessions with the team, we renamed the brand "6PM" — the hour teenagers are most free to socialise. "6" references six degrees of separation; "PM" stands for private message. The brand's core positioning: listening.

For the visual identity, we chose green — a Cantonese homophone for "six" — as the primary colour. The logo is designed as an app icon with a rounded gothic font and a dialogue bubble, signalling that 6PM reads and responds to every conversation.

為了解「第六點」的服務對象，我們走訪青少年活動，透過遊戲、焦點團體等方式深入調研，分析青年族群的性格、喜好及社會現況。研究結果成為所有後續決策的基礎。

經過多輪與客戶的深度討論，品牌正式重新命名為「6PM」——青少年最自由、最活躍的時段。「6」取自「六度分隔論」，「PM」則是 Private Message 的簡稱。品牌核心定位：聆聽。

視覺識別方面，品牌主色以綠（廣東話「六」的諧音）為基調，標誌設計成 App Icon 形態，配以對話框及圓滑黑體字——象徵 6PM 閱讀並回應每一條訊息。