Product Launch

Existing in a certain space

Huawei is the largest telecommunications equipment manufacturer in the world. The requested brand positioning concepts around the launch of their new product, the P9 “Eva” smartphone. One of these concepts centered around the camera’s new dual-lens, co-engineered with Leica. By prioritizing professional photography, color, lifestyle and using its dual lens as a brand element, we created a space for the smartphone to exist that identified with a specific audience. By introducing the con- cept of Spaces, we could categorize and identify other Huawei projects to relate to other, specific audiences.