Catering to one of the world’s most discerning markets amidst this challenging economic environment is not easy but two talented entrepreneurs formed INDICUBE to make a difference.

Ruth Chao had returned from Beijing after working with William Chang Suk Ping and had previously worked for Lane Crawford and I.T creating digital and interactive designs.

Antonia had just finished her MBA from Chinese University and served with AS Watsons in marketing and Group Corporate affairs in Hutchison Whampoa. While Ruth is the creative mind, Antonia takes care of the business side of the agency and their combined strengths complement each other. 

Creative Approach

“We pride ourselves in delivering works that combine ‘Form and Function’. Balancing aesthetics and practicality, we blend business and art with fresh innovation and consistent standards. With our bespoke service, we consistently ask ourselves to walk the extra mile for our clients and provide them with creative solutions that innovate their brands with freshness that sets them apart from their competitors. We pride ourselves in what we do for our clients, and their satisfaction is what drives us to excel and push boundaries.” says Chao.

Founded in 2014, INDICUBE has served more than twenty-five clients across twelve industries in nine countries, and has won six international awards alone in this year, including the Red Dot Award, International Design Award and Graphis Awards etc. The INDICUBE team first began working with Estée Lauder’s APAC team to deliver key visual developments for the VIP CRM campaigns in China. It has since then opened doors to many opportunities, with a focus on lifestyle brands including notable companies in Hong Kong and around the globe, such as New World Development, Mandarin Oriental, Henderson Land, Hong Kong Jockey Club, Buzz Concepts Group, Lily and Bloom, Hypebeast, Mr Porter and more.

Diverse Talents

“Our company is all about innovation, from both the perspectives of both design and marketing”, Li says. “Our INDICUBE Red Pockets successfully won an international Graphis Design Award and also was published in Hong Kong Tatler, Elle and was posted across 60 social media accounts which successfully raised brand awareness and led to 3 major accounts. Earlier this year, we also collaborated with MGM to provide creative direction and production for the Edgar Degas’ exhibition. Working with Pansy Ho, Hanjin Tan, Carlos Marreiros and other figures, we reenacted the Degas poses for an interesting and fun collaboration.

Earlier in November, the excited INDICUBE team traveled to Berlin, Germany to collect their international award for the website design they created for New World Development’s key philosophy, The Artisanal Movement. With website design as one of their core strengths, the recent achievement confirms their relentless belief in only delivering high qualities to their clients. Other notable projects include Mr Porter’s invitation design for the brand’s first global event held in Asia. Winning another two awards, the innovative design combines the traditional paper medium and the new digital medium for a unified and interesting brand experience.

Facing Challenges

“It is no secret that we serve a well-informed market with competitors literally everywhere. The challenge is to stay true to our core values and keep pushing our boundaries. The new page of digital accessibility provides to all an awareness of the market’s ongoings, which brands are doing what, and the only way to move forward and stay ahead of the game is to exceed expectations and actively create that ‘wow’ factor.” Chao says. Li continues, “Naturally, the path ahead has other issues like high rents and the talent crunch, but business is all about facing and overcoming these challenges. We have great trust that our company will continue to strive and deliver better standards for our customers, with an aim to build on referral business and make the most of the opportunities that we create.”

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Hong Kong’s Business Leaders share market and interest intelligence in the pages of HKMVC 2017