House of Adjaycent crafts a typographic identity for HKG Metals rooted in its founder’s initials

After over 30 years in Singapore’s metalworks industry, HKG Metals has stepped into a new chapter with an identity that mirrors the same care and precision it pours into every weld and fabricated structure. The rebrand, crafted by creative agency House of Adjaycent, transforms what could have been a conventional industrial identity into something altogether more thoughtful and restrained. “HKG Metals specialises in bespoke metalwork fabrications, sub-contracting construction blueprints into tangible structures,” explains Jay Liu, Founder, Art Director & Designer at House of Adjaycent. Through close conversations with HKG Metals’ founder, whose hands-on approach is marked by control and material attentiveness, Liu guided the identity to be equally intentional. “Every typographic decision reflects that same sense of balance and precision,” he notes. At the heart of the identity lies the concept of ‘metal wellness’ – a platform that deliberately softens the typically inexpressive tone of metalwork branding. “What began as a tongue-in-cheek remark during early conversations with the founder ended up capturing the essence of his calm demeanour and 30+ years of industry experience – measured, methodical and meticulous,” Liu reveals. Rather than leaning into hardness or aggression, the identity focuses on restraint, material care and precision, creating a brand that sharpens its clarity while staying grounded in values.