AI-generated 3D scenes:
Challenge
Established in 2003, MEIZU is a Chinese smartphone manufacturer known for its innovative products and Flyme operating system.
The strategic integration with Xingji Technology has provided MEIZU with exciting opportunities and access to greater resources. However, it has also presented new challenges along with existing fierce industry competition and a rapidly evolving landscape. MEIZU needed a comprehensive brand evolution to effectively navigate these changes and preserve its brand legacy while propelling future growth.
Insight
By understanding how vital “passion” is to MEIZU, we discovered that this emotion was something that could continually be utilized and evolved. This is especially true within the smartphone industry. While other competitors solely focus on innovations, MEIZU’s consistent “passion” counters the common industry phenomenon with its more human brand experience. Honing in on “passion,” we partnered with MEIZU to create an evolved brand strategy and visual identity to vividly portray the brand’s aspirations while attracting those who resonate with its adventurous spirit.
Answer
MEIZU’s new brand ambition, “Seize the future with MEIZU,” invites like-minded individuals who are open-minded and bold to join MEIZU in its journey to create the next-gen integrated ecosystem. The brand proposition “Infinite Passion” highlights the essence of passion that motivates MEIZU’s continuous commitment to innovation.
By refreshing the brand logo and introducing a new color palette, MEIZU has established a revitalized brand image that effectively communicates its ambition for limitless explorations to multi-sectors.