Overview

Huawei is one of the world's fastest growing technology companies. Despite their world wide renown, their brand is still considered underdogs in comparison to brands like Apple and Samsung. Often referred to as 'the best phones to be copied' Huawei's products are some of the best on the market in terms of hardware.

The challenge is how to build the brand into a premium, iconic state, worldwide, leveraging their digital touchpoints to excite and inspire consumers to switch to the challenger brand.

Objectives

A redesign of Huawei's brand and consumer sites and larger global digital strategy to define their growth over the next few years.

Outcomes

For Huawei's brand sites, the defined insight was that consumers needed two things to make key purchase decisions on electronic devices: simple language to explain human benefits, and digital experiences that get users as close to touching and feeling the product as possible.

Role

Lead Strategist

Strategy defining the digital brand, User Experience, and brand growth

Activities

Workshop facilitation, UX Audit, insight building, creative briefing

Team

Creative: Andrew Verhulp, Tianju Duan
UX: Yali Jin
Design: Liva Grinberga