Huawei Global Social Brand Refresh

2019

Branding | Art Direction

I was asked to lead a small team to pitch a social brand refresh for Huawei's social channels. The challenge was to find a balance between the premium aesthetic and more human tone that could be conversational. We presented the client with some stylescapes to show some overall visual routes. Once the client has picked some routes they were comfortable with we started to explore some key visuals that we could use as our visual guide for future explorations.

This stylescape was named "Futuristic Red". I observed that the client wanted to exprement in.the social space but wasn't sure how to start. This route was an owed to how Huawei saw it self today, tech focused with a want to communicate both luxury and technical specifications. we created a bunch of senaerios that took elements from the Hauwei devices UI used them as graphical emlements that could be used in the advertising. we wanted to see what was own able to Huawei visually and how we could differentiate them from the more lifestyle lead tech brands.

This Stylescape was named "Modern Shapes" and it was an intentional departure from route one and the tech-centric design. Our insights suggested that the brand had a strong affinity to older audiences in China they had little engagement with Gen-Z. I wanted to push Huawei to imagine what a younger and more tactile social presence could look like. Below is our key visual for "Modern Shapes" the idea is that was to extrapolate shapes seen in Huawei's product line. In the Mobile space the camera notch is the great identifier, in the watches its the crown dial or shape of the watch the face. We creating a graphical system that used some of the shapes of Hauwei and gave them a some antrapmorphic personality thorough motion. This was done to remind the audience of Huawei products ability two work and talk with each other.

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