UNDERSTATED

Understated is a creative & video production house based in Hong Kong. The founder approached DIP MAD to reimagine their website to reflect their evolved business positioning to enhance the level of aesthetic and high technology.

www.understated.io

We identified the concept from the fundamental identity of the company as movie themed originated from their company DNA of video production. For the interface design, we make use of smoke to metaphor ideas and concept. This project emphasize the color swirl programming effect of the smoke to create a unique interface design. We have made use the idea of motion wordings started with ‘UNDER’ to reveal different parts of the website including links between pages.