Strategy, Branding, Packaging, Design, Illustration

HTC Grip

Brand strategy, brand architecture, naming, brand Identity, photography and video direction, custom typography, packaging, and activation for HTC Grip


Desire can be measured

HTC came to us with a reputation for building gorgeous smartphones and plans to launch in multiple new categories, including, with the support of Under Armour, fitness trackers. We put the brand through a grueling workout, and helped it prepare to win on a whole new playing field.



We blended the digital finesse and technicality of HTC’s brand with the hardworking grit and power of dedicated athletes. What resulted was a new look for HTC that is powerfully human. From the aspirational photography to the inspirational writing and tactile surfaces, the brand system speaks to a desire that drives us all to attain our personal best and keep pushing for just two more.



We designed HTC Standard 65 Dot Regular, a custom headline font that combines the HTC brand dot pattern with the 8-bit Grip user interface, created a photography library for use in all marketing materials, and produced a product launch video.


Agency: Platform / Photography: Swanson Studios