Visual Identity & Website design for CUHK Faculty of Social Science

Brand Story:
Ask BIG Questions and Offer Bold Answers

Background

The Faculty of Social Science at The Chinese University of Hong Kong (CUHK) is a leading academic institution dedicated to education, research, and social service across diverse fields such as Sociology, Psychology, Political Science, Geography, Journalism, Education, and more. With a mission to nurture students’ social analysis skills, the Faculty also seeks to provide expertise for societal development.

Offering both undergraduate and graduate programs, the Faculty promotes interdisciplinary learning with an emphasis on fieldwork and data analysis. It is home to specialized research centers focused on social policy, sustainability, health, and urban development, and collaborates with both local and global institutions. Through its research, education, and community engagement, the Faculty equips professionals with the skills and knowledge needed to tackle pressing societal challenges and contribute to global progress.

Visual Identity & Website Design Solution

This design project was guided by the core philosophy of CUHK’s Faculty of Social Science: “Ask big questions and offer bold answers.” Building on this foundation, two key themes emerged: “The Spirit of CUHK’s Faculty of Social Science” and “Questions and Answers.”

To capture the spirit of CUHK’s Faculty of Social Science, a dynamic visual identity was created using the contrasting colours of black and orange. Black symbolizes stability and professionalism, while orange conveys curiosity, passion, and boldness. This striking colour pairing was seamlessly integrated throughout the website, establishing a cohesive and modern aesthetic that aligns with the faculty’s mission.

The visual identity seamlessly merged “The Spirit of CUHK’s Faculty of Social Science” with the “Questions and Answers” theme. Icons were crafted with inverted black and orange backgrounds, visually emphasising the interplay between inquiry (questions) and discovery (answers). Unique icons were created for each department to highlight their distinctive qualities. In collaboration with a photographer, portraits of professors and staff were captured to reflect their individual charm, with each person being photographed twice to express their personal interpretation of the “Questions and Answers” theme through body language and facial expressions. Together, these bespoke icons and dynamic portraits reinforce the faculty’s commitment to research, education, and the community.

The interface was designed with simple colour blocks and thin lines, creating a clean and sleek style that enhances the user experience while aligning with modern design principles. Overall, the design blends innovation and professionalism, perfectly representing the brand spirit and academic characteristics of the Faculty of Social Science at The Chinese University of Hong Kong.

To capture the spirit of CUHK’s Faculty of Social Science, a dynamic visual identity was created using the contrasting colours of black and orange

Professors and staff were photographed twice to capture their charm and interpretations of the “Questions and Answers” theme through body language and expressions

The interface was designed with simple colour blocks and thin lines, creating a clean and sleek style that enhances the user experience while aligning with modern design principles

What we did:
Visual Identity, User Interface Design, Website design, Illustration, Portrait photography

Results:
• The web design effectively showcases CUHK’s Faculty of Social Science’s new visual identity, reinforcing its distinct brand. The core values and mission are expressed through bold visuals, thoughtfully designed icons, and dynamic photography, positioning the faculty as a forward-thinking and impactful academic institution.
• The website currently serves as a bridge between the university, students, and prospective students. By incorporating modern design principles, engaging visuals, and intuitive navigation, the design enhances the user experience.
• There was a seamless transition to the new theme, as it was crafted to require minimal restructuring while ensuring that necessary changes were made to meet the needs of both faculty and students while maintaining continuity.
• The user-friendly backend empowers institutional staff to easily update and efficiently manage the website, ensuring that the website remains current and relevant.