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.
THE EXTRA MILE
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.