Vivo Global Market: “Hello World”

Global Visual Language Revamp for vivo

Vivo's products are globally recognized, but what differentiates the brand? Vivo initiated a pitch for a visual revamp of its international website in 2019.

Pitch: Answering “What does the vivo brand stand for?” was crucial. Though "technology" and "fashion" were provided, we proposed two visual strategies:

Direction 1: Combine and refine tech and fashion design styles to create a unique visual vibe for vivo.


Direction 2: Funtouch Web:


Integrate vivo's proprietary OS, "Funtouch," principles with web design for enhanced interactivity, aiming to boost brand image and loyalty.

We won the pitch.

The Alignment:

Drawing from our experience with Canon Asia and 15 years with BMW in China, we knew winning the pitch was just the start.

We collaborated with various departments and global vivo representatives, managing diverse requirements from different regions and countries. Communicating across cultures made the process intricate, relegating great design to merely 10% of the effort.

But let's refocus on the design aspect.

Unfortunately, both of our artistic directions were declined.

For the visual part, I must tip my hat to the professionals at vivo Europe. They noted that a phone suspended in a conceptual space can seem inauthentic in the European market. They proposed “Tech for Joy” to showcase Vivo’s real-world beauty and carve a unique, premium brand identity. After multiple rounds of dialogue and fine-tuning, we secured their endorsement.

Key Takeaway: Truly grasping a brand’s essence takes time, but involving more client-side stakeholders can expedite understanding.

The UX & UI? That fell under another department at vivo, hands-off for us.

“You mean to say we’re doing a master without UX & UI?” “Exactly! Absurd, but a silver lining.”

We crafted a brand model and visual language style guide for vivo’s global market. I also attempted to define the communication design language for various product series.

The design language of vivo is a vast system with its own momentum, but it’s heartening to see numerous positive shifts.

  • A big thank you to WangXing, Ray, and Miya from Vivo for your unwavering trust and commitment to quality work.
  • To Eric, Kaitlyn, and Chris from Interone: you never gauge a project by its budget.
  • And Kit, your dedication to this effort has been immense.

You might also like …

Leave a Comment

Your email address will not be published. Required fields are marked *

Vivo Global Market: “Hello World”