The Artisanal Movement

Lead DesignerRuth Chao
Project LinkView
Prize(s)3rd Place in Multimedia / Website Design
Entry Description

New World Development (NWD), a leading conglomerate based in Hong Kong focusing on property and infrastructure, collaborated with INDICUBE on digitally bringing alive their group's core concept: The Artisanal Movement. The website design emulates a journey that is at once purposeful and creative. The website structure is formatted into a section-by-section progression, presented in a free-flow, artistic manner, whereby the content flows into place as the viewer discovers the page. Each section is marked by a minimalistic road sign, drawn on the page as you arrive at each section. The founder's handwritten titles are incorporated to personalise the wonderful journey. With an impact spanning Hong Kong, China, Asia and beyond, we met the business objective of gauging public attention via an innovative perspective, simultaneously enhancing the corporate image with a tasteful website design that fully reflects the artisanal quality of NWD.


With a clear direction towards the modern and innovative, Ruth Chao launched her career in the world of design at British Vogue and honed her skills at Lane Crawford and I.T Apparels - where she designed for multiple brands and institutions, from Maison Martin Margiela to Isbabel Marant, ACNE, Victoria Beckham, The Met Gala, and Stella McCartney - as well as working with the Oscar-nominated art director, William Chang Suk Ping. This exposure to different realms of design has inspired an all-rounded dimension to her work.

In 2014, Chao and her partner Antonia Li, co-founded INDICUBE, a dynamic creative agency based in Hong Kong. As the Creative Director, Chao leads the team to provide a range of other creative services, including brand identity, graphic design, website/app design and development. In the short 1.5 years since its founding, they have worked with over twenty clients spanning twelve industries in nine countries, including Estée Lauder, Mr Porter, New World Development, Hong Kong Jockey Club, Cle De Peau, Hypebeast and more. Drawing from her psychology degree at the University of Bristol, Chao has a deep understanding of the consumer psyche and uses it to translate clients’ desires into successful visual communication.