Brand Design


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To gain a foothold in the US market, mobile phone manufacturer OnePlus needed a strong brand design that would remain authentic to its existing customers while attracting new buyers. The approach was to go back to the core values, identifying their dedication to product craft and bold ambitions. A flexible and motion-based design system was introduced and a secondary palette of bright, fresh colours was defined. In addition, a lifestyle photographic style was developed to promote mobile phone use – an identity-creating visual language that clearly stands out in a category that is otherwise entirely product-focused in its imagery.

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