:. Type – Corporate Identity, Logo Design, Business Card, Poster

:. Introduction
fusion: music.life (f:ml) is a multicultural platform for fusion of ethnic music experiences and local lifestyles. Established since May 2011, f:ml provides event planning services that feature live world music performances.

In 2011, f:ml has engaged over 20 Hong Kong-based ethnic minority artists, servicing clients from corporations, non-profit organizations, and other social enterprises.

Their 4 service offerings include:
- METWORKING: enhancing corporate/organization events through live world music performances in the backdrop
- CONFUSION: providing professional event managers to tailor-make programs for organizing conferences or fundraising events
- M.FUSION: highlighting cultural diversity in events, featuring various genre of music jam, dances, and drama
- FUSIONFEST: a holistic approach to savour cultural diversity through games and participation of all guests, aiming at ensuring a unique and unforgettable experience that celebrates equality and acceptance of all races.

:. Client brief
f:ml requested an identity that reflects its vibrancy and uniqueness as the pioneer of a new type of event planning service, bringing out their 4 core services in the form of a simple mark that is both revolutionary and “unmistakably f:ml”. They also requested an air of mystery in their poster designs to set the atmosphere for their events.

:. The ARTualization
ARTually took up the challenge of conveying such a multitude of ideas in something as small as a logo. The need to be single yet distinctive resulted in a solution that was so simple it was surprising… even embarrassing when we presented it to our clients. Blessed with such a catchy name, it seemed only appropriate that the logo literally shouted out “f m l“.

That decided, we moved on to the architecture of the logo. With pixel-perfect precision we tailor-made a blackletter font that was imposing and striking but not to the point of overwhelming or obsolete. Special care was taken in seamlessly integrating the colon into the mark without disturbing the whole phrase.

This was further spiced up with a groovy colour palette that brought out the organization’s multicultural roots, utilizing traditional ethnic patterns that very much represents the main performances of f:ml.

Other designs included a series of posters for individual events, and a set of business cards that pulled together the supposed antonyms of mystery and jollity.

The result is this distinctive word-mark that was very well received by f:ml’s audience, supporters and investors.

:. Type – Web Development

:. Introduction
Concert in the Dark 2012 is the world’s first concert held in complete darkness with participation of talented visually-impaired in the performance and stage management. It is a creative stage of social inclusion built on a revolutionary concept.

:. Client brief
Concert in the Dark asked for a website that aligns with the theme of a concert held in complete darkness. They asked for a website that is fashionable, uncluttered and can bring out the magical sense of darkness. The website also supports real-time online ticketing sales.

:. The ARTualization
A YouTube channel that features all promotional videos, site traffic tracking and reporting as well as search engine optimization were all included in the package.

Visit the Concert in the Dark website: http://www.concert-in-the-dark.hk.

:. Type – Web Development

:. Introduction
Green Monday is a project to encourage healthy, environmentally friendly living in Hong Kong. It starts with going meatless on Mondays—an easy and effective way to reduce your carbon footprint and improve your health. We also suggest other low carbon lifestyle changes to reduce your carbon footprint even more. It’s all about small steps, just one day a week.

:. Client brief
Green Monday asked for a website that is clean, fresh and vibrant. Most important, they wanted to allow visitors to “pledge” for a green Monday online and have the option of subscribing to its mailing list. And time was a scarcity (like always) – we only had less than three weeks to get everything in place.

:. The ARTualization
The first draft was ready in a week’s time for review. We included a prominent pledger counter on the homepage together with a pledge form that syncs with a CRM (Customer Relationship Management) database. Users are required to confirm their email addresses before being added to the mailing list.

We also included a site search powered by Google for those who prefer to pin-point instead of browse.

A Facebook page, group Twitter account set up, site traffic tracking and reporting as well as search engine optimization were all part of the package.

Visit the Green Monday website: http://www.greenmonday.org.hk and make sure to take a look at the gorgeous/colourful/mouthwatering Recipes and Restaurants page.

:. Type – Web Development

:. Introduction
Diamond Cab is a brand new social venture providing point-to-point transportation for wheelchair users. It provides not only an exceptional and unique wheelchair-accessible and barrier-free taxi service, but also high standard of professional transportation for people in need. Not only are the Cabs equipped with wheelchair-accessible ramps for easier boarding, but Diamond Cab emphasises a high level of professionalism and care in its drivers’ treatment of all passengers. Diamond Cab hopes to energise the taxi industry by frequently adopting innovative ideas.

:. Client brief
Diamond Cab approached ARTually to explore how we could manage its online presence. It wanted a website that is both static and dynamic. On one hand, detailing its company information and booking instructions, and on the other, managing membership registration and online enquiries. Diamond Cab also wanted to utilise social media networks, e.g. having a Facebook page, Twitter account all integrated into the website.

:. The ARTualization
We built the website out of PHP and CSS within a week’s time. Three days after the website went live, Google included it into its results (thanks to our search engine optimization (SEO) efforts). Currently, the website ranks #1 for “diamond cab” in Google Hong Kong and Yahoo Hong Kong.

We also installed tracking codes to measure the sources of traffic and how many pages visitors browse. Web development at ARTually is a continuing process, where we constantly engage in fine-tuning to maximise our clients’ success.

Visit the Diamond Cab website: http://www.diamondcab.com.hk

:. Type – Business Card

:. Introduction
Rotary International is one of the largest international service organizations in the world with more than 1.2 million members in 33,000 clubs worldwide. In 1996, Rotaract Club of Tai Po was established by Rotary Club of Tai Po to encourage young adults to become more involved in helping the people in their community, learn about the challenges many face, and do their part in making the world a better place.

:. Client brief
Rotaract Club of Tai Po approached ARTually for a redesign of their business card with a focus on energy and passion without being impertinent. A colour scheme that goes well with the maroon of the Rotaract icon was suggested, with the club looking for a design that is both modern and timeless. The club also reemphasized on the importance on abiding to the strict regulations on the sequence and the content that each business card must contain including a complete contact list, a photo of each individual member, detailed contact information as well as the appropriate logos as stated in their constitution.

:. The ARTualization
ARTually came up with this set of business cards codenamed “Vividity”, with a 30-degree-inclination linking up the large amount of FrutigerNext-faced content with the photos and the icons to give a vibrant layout. The monotonous conformed tables of the contact list were also revolutionized into a stylish overlay of similarly inclined text presented stylishly yet clearly. The secondary colours of gold and black were added to finish off the card with a touch of grandeur.

The product is this beautiful and classy solution that made way to questions of “Who designed these fabulous business cards?” from those at the receiving end.

:. Type - Corporate Identity, Logo Design, Stationery, Packaging, Powerpoint Template, Brochure Design

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:. Introduction

International Market Development and Investment JSC (MDI Vietnam) is a Vietnamese social entrepreneurial company specialized in equitable trading and consulting in the agriculture and handicraft sectors in Vietnam.

The company is committed to the development of the rural sector in Vietnam, and believes that the best way to accomplish sustainable development is by doing business in a fair and ethical way with people in the sector.

MDI is specialized in equitably traded agricultural products including tea, cashews and coffee.

Among other achievements, MDI Vietnam is the first company from a developing country to be licensed to process, develop and sell Fairtrade labelled products.

To better establish its brand as the forerunner and leader in its locality and to launch itself into foreign markets, MDI Vietnam commissioned ARTually for a complete solution.

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:. Client brief

MDI Vietnam requested a new logo that spells out the idea behind a social enterprise to its customers, highlighting the element of community development while carefully avoiding a mistaken impression of being an NGO. MDI Vietnam also emphasized the need of conveying a sense of strength, credibility and reliability in the logo that could go with letterheads, product packages and websites. The client also requested designs for a brochure, letterhead and envelope, Microsoft Powerpoint templates, coffee package, cashew package and a couple of posters for the upcoming Food Expo 2008 to be held Hong Kong.

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:. The ARTualization

We began our brainstorming session with plain paper and colour pencils. As James was stationed in Vietnam for an internship during that period, he did some market research by riding through the streets of Hanoi and also visited the Vietnamese borders where MDI Vietnam’s partners are located to better appreciate the culture of the local populace. Early sketches were drafted on a trusty BMX bicycle, while concepts for packaging was done during the long 14-hour trips to the Chinese-Vietnamese border province of Lai Chau.

MDI Vietnam is a socially aware company that sprouted from a simple concept yet grew beyond the borders of its motherland. Initially sketches ranged from combinations of the company’s initials, ambigrams of the initials with a river flowing in between, to simplified versions of the field, the use of different complex forms of the all-encompassing hand, until we finally settled with a prototype of what is now the new logo.

Realizing that the cliches of swooshes, waves with sans serif on shadows or 3D effects have been overused in the era of Web 2.0, and that elements like humanoid figures, hands and globes are synonyms to NGOs, ARTually utilized an abstraction of the letters MDI in the logo to create an image of a green 3-leaved branch that brings out the company’s strong agricultural background and high involvement in the betterment of farmers on the brink of poverty. Bold and sturdy touches were given to the curves to give a sense of strength and credibility, while the use of two shades of green instills a flavour of trendiness without going over the edge. The font choice was the cheap yet effective typeface of Walkway indicating the firm’s practicality, perseverance and credibility.

We maintained the professionalism and style for the rest of the publications for MDI Vietnam. This included the company’s letterhead, envelope and posters.

Powerpoint template:

Posters, Envelope and Letterhead:

ARTually also redesigned the packaging for the company’s cashews and coffee beans.

The bold execution of the company brochure was commented as “the best of all designs” in International Food Expo 2008 held at the Hong Kong Convention and Exhibition Center.

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:. ARTually received

The new identity exceeded the client’s expectations and helped propel MDI Vietnam to become one of the largest social enterprises in Vietnam.

:. Type – Key Art Design, Outdoor Ad Design

:. Client brief
The Joint School Science Exhibition Preparation Committee is a registered, charitable organisation in Hong Kong which is composed of a group of students who come from more than 50 local renowned high schools and have a strong interest in science.

:. The ARTualization
When the 40th Joint School Science Exhibition Organising Committee approached us, their instructions were clear: Our theme is about ground-breaking green ideas. So this is how we thought the theme can be best presented. This key art was created with a real plant, burst paper moulded onto a black cardboard and a regular DC.

The key art appeared in all the promotional materials and an outdoor 12-sheet panels advertisement at East Tsim Sha Tsui MTR station.

It’s simple but we felt the idea behind was more important.