When it comes to creativity, many people believe that local development is lagging behind. As a young and dynamic advertising design company, "DIM" believes that creativity has a unique impact on society. Its creative director, Dim Sum, also serves as the design general manager of the Hua Jian Health Industry Alliance. He hopes that "DIM" can inject more diverse new elements into the design market and strike a balance between aesthetics and practicality, committed to meeting customer requirements and becoming their trusted choice.
Based in Hong Kong, "DIM" has branches in Macau and Japan, and its business covers handmade box design, exhibition design and production, brand planning and promotion, and window display design. The company frequently collaborates with the Hua Jian Health Industry Alliance, initially focusing on packaging design. Well-known clients include Tanka Group, Galaxy Entertainment, De Jin Group, and Hua Run Tang. After years of close collaboration, "DIM" has accumulated solid experience in the field of packaging design and successfully gained the trust of many customers. Speaking of the most memorable packaging design project, Dim Sum said: "The company has designed packaging for a functional health product worth HKD 500,000. It was not easy as it required accurate control of material application, production cost, and effectiveness." Understanding customer attitudes and meeting their needs are the keys to design. He believes that local customers value cost and speed, often overlooking the appearance and creativity of the product.
The key to success: in-depth understanding and value-added for the brand. Dim Sum pointed out that the design ecology in different regions is vastly different, and "DIM" would complement each other's strengths, incorporate personal ideas, and create unique products. "Hong Kong's commercial ecology is more diverse; Macau may be weaker in technological innovation, but customer acceptance is higher. Ying Ying Group and Aomi Li are entertainment and beauty brands that we cooperate with." Understanding the essence of the product is "DIM"'s top priority. The team will then carefully analyze it, take the brand's core values as the basis, explore its diverse potential, and provide professional solutions aimed at enhancing the brand value, elevating a product worth HKD 100 to HKD 10,000. The most successful case that makes him feel accomplished is that they once re-planned the brand route, store decoration, and product packaging for a customer originally targeting the middle and low-end market, allowing the customer to move up to the middle and high-end market and even open two new stores recently.
In addition, "DIM"'s one-stop operation model is also its advantage. In addition to an experienced sales team, the company also has a personal production department and designers from Japan, Mainland China, Macau, and Taiwan to ensure efficient design, from conceptualization to production. Moreover, its professional after-sales service provides customers with peace of mind, ensuring their satisfaction with the design and production process. "DIM" is committed to continuing to explore new design elements, enhance customer experience, and create more value for the brand.
Young team showcasing unlimited creativity
At any time, early-stage design companies are often a good place to cultivate new talent. He pointed out that because there is a young creative team behind the company, it will adopt flexible and diverse development strategies to break boundaries. In addition to focusing on packaging design business, "DIM" also hopes to challenge itself and try different types of works. Recently, the company even had the opportunity to invite actors to shoot videos for creating promotional films or planning promotions for enterprises. He added, "I often encourage colleagues to try various attempts, which can broaden their horizons and bring innovative direction to the company." This year, "DIM" has joined hands with a self-pickup mobile application for expanding its business nature. Currently, the company is actively preparing for an exhibition to be held in November this year at Broadway Macau, assisting the Kyoto government in promoting its culture.
Actively enhancing the status of artistic creation
When asked about the cultural ecology of Hong Kong society, he believes that local culture is generally dominated by fast and convenient services, relying on "habitual viewing" to gain feedback, which easily leads to a lack of creative arts. When everything has a fixed expression mode, the public will become dependent on it, no longer eager to explore new methods and willing to stay in their comfort zone. Their vision becomes narrow, which naturally limits one's creativity and appreciation of art, resulting in a vicious cycle. In fact, Hong Kong has always relied on a commercial society, emphasizing finance over culture, and the design ecology is also affected. For example, the profit brought by a product is more important than its packaging design. "We understand that Hong Kong's art and design space needs time to brew and accept new thinking. "DIM" team is willing to take the first step bravely in the Hong Kong design industry." In view of this, Dim Sum hopes to gradually break the current trend and adopt more flexible and free design concepts.
Capital (HK)
31 Oct 2018
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