The Laws Apparel Group had long been known as a apparel manufacturing powerhouse in the world apparel manufacturing. As a key contract manufacturer for such important brands as The Gap and A&F in the US and Uniqlo from Japan, the Group prides itself in becoming a key partner to the biggest labels of the world. But it's actually much more than just a factory. The Group is capable of overseeing its supply chain that spans across 3 continents. Behind years of strong experience in manufacturing are expertise in innovation, management and entrepreneurship. And this is what the rest of the World needed to know about the company.

XM was hired in 2006 to help bridge that knowledge gap existing between the Group and its key publics. Internally, XM recommended change management workshops and initiatives to reset the mindset of the staff at Laws Apparel Group such that they reflect the same philosophy that has long been in existence in the company's spirit. Externally, XM re-designed the whole set of corporate branding materials that included the company logo, its corporate colors, typography and vision, mission and value to bring about a total corporate image revamp.

The revamp process was followed by the appropriate marketing and media strategies to create awareness among the key stakeholders in the Hong Kong news media, trade media and among its customers. Highlight of activities during the revamp project included winning of the SCMP/DHL Hong Kong Enterprize Award in 2007, Hong Kong Awards for Industries in the Productivity category in 2007. Such recognition from the industry was aptly reported by the leading media in Hong Kong.