Hong Kong retailer Initial builds an 'unusual experience' online

Initial was founded in 2000, selling apparel created by an in-house design team. Armed with the aim of expanding into China and establishing further brand recognition in Hong Kong, the retailer has appointed Hong Kong boutique agency Wudai Shiguo Advertising to redesign its website.

The new design for Initialfashion.com aims to offer ‘the unusual experience’ and is based on the 'industrial' and 'raw' qualities of the brand, according to the creative team behind the redesign.

The new site contains rich media animations and interactive elements with the background in classic manuscript style. Graphics comprise of sketch-like illustrations combined with photographs.

Credits:
Project initial Website Revamp
Client initial Fashion
Digital agency Wudai Shiguo 五代十国
Creative director Kenji Wong
Art director Kenji Wong
Designer Ahman Tang
Project co-ordinator Kristen Mo
Background music Candiss Yeung
Agency producer Ken Suen
Programmer CK Yeung
Exposure Online