RENEWING THINKING AND IMPLEMENTING UNLIMITED CREATIVITY

When it comes to creativity, many people believe that local development is falling behind. As a young and energetic advertising and creative design company, Dim Creative believes that creativity has a unique influence on society. Creative Director Dim Sum , who is also the Design General Manager of the Hua Jian Health Industry Alliance, hopes that Dim Creative can inject new elements into the design market, strike a balance between aesthetics and practicality, and become the trusted choice for clients.

Based in Hong Kong, Dim Creative has branches in Macau and Japan. Its business scope 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, starting with packaging design in its early days. Well-known clients include Tanka Group, Galaxy Entertainment, De Jin Group, and Hua Run Tang. After years of close collaboration, Dim Creative has accumulated strong expertise in packaging design, earning the trust of many clients.

Speaking of the most memorable project, Dim Sum shared: “We once designed packaging for a functional health product valued at HKD 500,000. It was not easy, as it required precise control of material application, production costs, and effectiveness.” He emphasized that understanding customer attitudes and meeting their needs are the keys to design. Local clients often prioritize cost and speed while overlooking product appearance and creativity.

Understanding and Adding Value to Brands

Dim Sum pointed out that the design ecology in different regions varies greatly, and Dim Creative seeks to combine strengths, integrate unique ideas, and deliver distinctive results. “Hong Kong’s commercial environment is more diverse; Macau may be weaker in technological innovation, but client acceptance is higher. Entertainment and beauty brands such as Ying Ying Group and Aomi Li are also among our partners.”

For Dim Creative, understanding the essence of a product is always the top priority. The team carefully analyzes it, builds on the brand’s core values, explores diverse potential, and provides professional solutions to enhance brand value. In Dim Sum’s words: “We can transform a product worth HKD 100 into one valued at HKD 10,000.”

One of the most rewarding cases was helping a client originally targeting the mid-to-low-end market reposition its brand. Dim Creative redefined the brand strategy, store design, and packaging, enabling the client to upgrade to a mid-to-high-end positioning and even open two new stores.

Young Team Driving Unlimited Creativity

Early-stage creative design companies are often great places to nurture talent, and Dim Creative is no exception. Backed by a young and innovative team, the company adopts flexible development strategies to break boundaries.

While continuing to focus on packaging design, Dim Creative also challenges itself with different project types. Recently, the company even invited actors to produce corporate promotional films and campaign videos. “I often encourage colleagues to try different things, as it broadens their horizons and brings innovative directions for the company,” Dim Sum explained.

This year, Dim Creative also collaborated with a self-pickup mobile app to expand its business scope. Currently, the company is actively preparing for an exhibition in November at Broadway Macau, supporting the Kyoto government in cultural promotion.

Enhancing the Status of Artistic Creation

When asked about Hong Kong’s cultural ecology, Dim Sum observed that local culture tends to focus on fast and convenient services, relying on “habitual viewing” for responses. This often leads to a lack of artistic creativity. “When everything follows a fixed expression, people become dependent, less eager to explore new approaches, and comfortable staying in their own zones. Their vision narrows, limiting creativity and appreciation of art, which creates a vicious cycle.”

Hong Kong’s society has long prioritized commerce, with finance outweighing culture, and its design ecology reflects this. For example, the profit a product brings is often seen as more important than its packaging design. “We understand that Hong Kong’s art and design scene needs time to evolve and embrace new thinking. The Dim Creative team is willing to take the first step to push for change in the design industry.”

Dim Sum hopes to gradually break the current trend by adopting more flexible and free design concepts to elevate creativity in Hong Kong.

Capital (HK) 31 Oct 2018

Written by: Lo Kai Yan ｜ Photography by: Kwong Ming Han

Original URL: PressReader – Capital HK