TOP 100 MAGAZINE

Crystal Hung: Icon Marketing

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They’re the award-winning creative architects of some of the most breathtaking real estate marketing campaigns in Canada. And underlying each one of them is championing joy and vitality in the everyday, a celebration of life that’s almost palpable—and a visionary leader determined to positively impact communities. This is Crystal Hung and Icon Marketing—where innovation meets elegance, imagination joins market intelligence, and success unites with benevolence in a comingling that’s breaking the mold in a traditional industry. And for this team, it’s personal. 

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Founded in Vancouver in 2014, Icon Marketing Inc. specializes in creating dynamic marketing campaigns for real estate developers. However, their expertise extends well beyond simple promotion, as they complement this acumen with an impressive array of comprehensive services from land advisory to managing marketing assets and overseeing sales completion. With a distinctive approach that challenges the norms of a conventional industry, Icon Marketing purposefully aligns itself with partners who are equally committed to enhancing neighborhoods.  

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Crystal's dedication to her craft has yielded numerous accolades for Icon Marketing Inc., including the 2021 Havan Award for Best Marketing Campaign, the 2021 Georgie Award for Best Project Identity, and the 2021 Georgie Award for Best Project Website. They were also recognized as a 2021 Georgie Award finalist for Best Advertising Campaign. Crystal herself has been honored with accolades like Top 40 Under 40 by Business in Vancouver, Top 40 Under 40 in North America by Business Elite, Young Elite Philanthropist of the Year, Top 75 Canadian Immigrant of the Year, and the Great Trekker Award by the Alma Mater Society at the University of British Columbia. 

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In and beyond business, Crystal expresses her philanthropic inclination through a multitude of ventures. One such endeavor is Pixel Moments, an annual micro-donation campaign that aids mental health and substance abuse resources at St. Paul's Hospital. Additionally, Crystal and her husband, Dr. Jack Chang, have played a significant role in raising over $1 million for Kids Help Phone since 2017. Their generosity further extends to education, having donated $1 million to UBC Sauder's Powerhouse Project to construct an iconic 11-story building to expand business education. 

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Crystal Hung's entrepreneurial spirit, commitment to innovation, and dedication to community have forged her legacy as a prominent figure in the world of business and philanthropy. Her remarkable journey continues to inspire others to break boundaries and make a positive impact on society. With this in mind, we spoke to Crystal to learn more about her career, her achievements, and the motivation that underlies everything she does.

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Crystal, Icon’s success is truly awe-inspiring. What makes it so different?

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Icon (referring to both icon&co and Icon Marketing) emerged out of necessity in 2014, an idea that has grown into a much larger vision. As an industry leader, our company has achieved an impressive track record—representing exceptional properties since inception, and gaining a reputation of fostering a rare breed of both excellence and ethics. What makes Icon unique is that we view our work beyond providing real estate sales and marketing services; we are out-of-the-box-thinkers and doers. Our secret sauce is staying laser-focused on taking insights from consumers and validating strategies with a deep hands-on understanding of common sense. We take pride in forming long-term relationships with people who care about what they do and give back to the communities we work in. 

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Is there a particular development project that left a lasting impression on you?

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In the world of business, the prevailing notion often emphasizes speed and cost-cutting, often leading to compromises and sacrifices. However, we challenge this conventional wisdom. One groundbreaking project that disrupted the industry involved the introduction of Canada's first 'Condo Truck,' a move aimed at saving time, promoting environmental responsibility, and reducing construction waste. Instead of erecting a sales office for a 45-condo development, we envisioned a mobile sales center with three core principles: PR, outdoor advertising, and mobility. To bring this concept to life, we repurposed an old Canada Post truck into a compact, yet effective sales center. Remarkably, this 20-square-foot mobile unit successfully sold over 35,000 square feet of condo inventory, saving our clients hundreds of thousands of dollars. These savings were redirected toward enhancing the project's design and improving the overall quality of finishes. The benefits were not limited to our clients; they extended to everyone involved, from developers to homeowners, who experienced the advantages of a reduced environmental footprint. Our innovative 'Condo Truck' also garnered significant local and global attention, hailed as a pioneering, sustainable approach to real estate marketing, setting a new industry standard.

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You’re a champion of diversity, not just through words, but through actions. Why is this important to you?

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In my perspective, our life's purpose revolves around giving back. It can take various forms, from traditional community efforts like preparing sandwiches to connect homeless individuals with recovery programs in Vancouver's Downtown Eastside, to innovative endeavors like using augmented reality art to encourage philanthropy. By blending technology-driven public art with fundraising, we break down the barriers that often discourage young people from participating in philanthropic activities. What continues to drive my passion for giving back is our pivotal role in making philanthropy accessible to young adults and effecting positive change. Take Pixel Moments, for instance—it has reached over 12,000 individuals, playing a crucial role in destigmatizing mental illness. 

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You’re deeply involved in community work and philanthropy to make a difference in the lives of others. What inspires you to give back?

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In my perspective, our life's purpose revolves around giving back. It can take various forms, from traditional community efforts like preparing sandwiches to connect homeless individuals with recovery programs in Vancouver's Downtown Eastside, to innovative endeavors like using augmented reality art to encourage philanthropy. By blending technology-driven public art with fundraising, we break down the barriers that often discourage young people from participating in philanthropic activities. What continues to drive my passion for giving back is our pivotal role in making philanthropy accessible to young adults and effecting positive change. Take Pixel Moments, for instance—it has reached over 12,000 individuals, playing a crucial role in destigmatizing mental illness. 

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You’re now working on an innovative redevelopment project that will make a positive impact on both the neighborhood and single parents. Can you share your vision with us?

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My vision for housing that stands the test of time revolves around fostering diversity and challenging the norms. Our city currently lacks imaginative housing solutions that seamlessly integrate individuals from various backgrounds and income levels. It's crucial to understand that social housing doesn't equate to substandard living conditions. As a leader in the real estate marketing industry, our company is redefining this concept. In a groundbreaking initiative, we are pursuing a joint venture with a socially conscious real estate landowner to collaborate with a female-led organization dedicated to social housing development. Together, we aim to create housing options tailored for single mothers. These housing units will be seamlessly integrated within a larger residential complex, promoting inclusivity. Additionally, this development will provide essential support by offering career training and childcare services to empower single mothers. 

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Crystal Hung
Founder and CEO
Icon Group of Companies – icon&co Boutique Inc, Icon Marketing
Website: www.iconco.ca
LinkedIn: https://www.linkedin.com/in/crystalhung/?originalSubdomain=ca
Instagram: icon.co