FUNDAMENTAL

WHO
Fundamental, creative studio

WHAT
Create premium visual communication that enhances corporate identities, mainly through print and web design projects.

WHEN
2012   – present

WHERE
Hong Kong

WHY
We are living in an era flooded with information and material, people become more and more eager to want more than what they actually need. To satisfy this excessive amount of wants, and to spoil the men with unlimited wants, things started to deteriorate. It is time for a change back to the fundamental. We have to understand what we really need, and this is why Fundamental was born.

DESCRIBE YOUR PRACTICE IN THREE WORDS:
Explore, Future, Classic.

IF YOU COULD INVITE ANY CREATIVE OUT FOR COFFEE, WHO WOULD YOU CHOOSE AND WHY?
Dieter Rams, because he is the god of design, his ten rules of good design always stay in my mind.

WHAT MAKES YOU STAND OUT FROM OTHERS IN YOUR FIELD?
We believe every thing has a story behind it, thus we meant to create a full story for all our products and clients. We also believe when one thing is taken to the extreme, it is always beautiful and leads to success.

WHERE DO YOU GO, OR WHAT DO YOU DO WHEN YOU GET STUCK ON A PROJECT?
Some use coffee, others distract themselves by  doing other things that are completely irrelevant, I’m the opposite. I believe good design equals how much time you spend on the project, having a cup of coffee is of no help but just a waste of your own time. When I get stuck on a project, I will keep looking into it, and work 100 times harder to solve it, even if that means giving up my resting time.

NAME A BOOK YOU THINK EVERY CREATIVE SHOULD READ.
Paul Rand : “Design is everything. Everything!”

fundamental-studio.com

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