project book layout

RESEARCH

1.1 Report Findings1.2 Communications Audit1.3 Demographic Profile1.4 Creative Brief

PROCESS

2.1 Logo Development2.2 Color Palette2.3 Moodboards2.4 Concepts

STANDARDS

3.1 Brand Standards 3.2 Brand Identity 3.3 Print 3.4 Interactive Media

SOLUTION

4.1 Print 4.2 Web 4.3 Promotional 4.4 Car Wrap

Table of Contents

Rebranding Huawei Rebranding Huawei


RESEARCH 1.0

ABSTRACT

In this project you will learn about the largest network-ing and telecommunications equipment supplier in China and the second largest supplier of mobile telecommunications in-frastructure equipment in the world. In Chinese Huawei means “China Can” and as you read through, you will be introduced to a company whose integrity and innovation will simplify the way the world communicates.

THE HUAWEI STORY

Since their humble beginning in 1988, Huawei Technolo-gies has always managed to stay on top by keeping focus on their customers. It is this customer-centric innovation that has made them the leading global telecom solutions provider they are today. Their vision is to enrich life through communication by means of sharing their experiences and insightful knowl-edge with the industry in hopes to bridge the gap between the customer and the digital highway while reducing excessive environmental waste. Currently their products are being used in over one hundred countries and serve over two billion users worldwide. Recently Huawei has set their sights for expansion into North America and with this new territory comes the need for new marketing strategies that will

prove successful in gaining acceptance and recognition in the states. The best way to achieve this is through corporate rebrand-ing to better position themselves within the industry. In such a highly competitive market, the competition has gained momen-tum and has given newcomers like Huawei a run for their money. Therefore rebranding the company is crucial to their continued growth and will reinforce the brand in the eyes of their exist-ing customers and secure new customers. The company needs to ensure their commitment to the U.S. by firmly taking a local stance and putting down roots. This will be the priority of the campaign, to launch Huawei as the latest newcomer that’s here to stay. Secondly, the project will focus on giving a “face” to the newest member to the area and to breathe new life into reaching out and touching others through communication.

WHAT IS NEEDED

Huawei is new to the U.S. and in dire need of new market-ing strategies that will prove successful in gaining acceptance and recognition in the states. The best way to achieve this is through corporate rebranding to better position themselves within the industry. Being the new face in an already over-popu-lated market is tough enough, but with a new visual identity and the right marketing strategy Huawei will be headed in the right

direction for continued growth. The campaign will focus on creating a new identity that will better represent all aspects of the company. This branding will be reinforced throughout the company on all marketing materials, stationary and website designs and put into effect immediately followed by an aggres-sive advertising launch. Huawei is new to the U.S. and in dire need of new marketing strategies that will prove successful in gaining acceptance and recognition in the states. The best way to achieve this is through corporate rebranding to better posi-tion themselves within the industry. Being the new face in an already over-populated market is tough enough, but with new a new visual identity and the right marketing strategy Huawei will be headed in the right direction for continued growth. The cam-paign will focus on creating a new identity that will better repre-sent all aspects of the company. This branding will be reinforced throughout the company on all marketing materials, stationary and website designs and put into effect immediately followed by an aggressive advertising launch.

Corporate rebranding is about taking everything that Huawei is doing currently and tweaking it in a more compelling and persuasive way. The biggest question to ask is if they’re po-sitioning in the market reflects their knowledge within the tele-com industry. Being the new face in an already over-populated

market is tough enough, but with new a new visual identity and the right marketing strategy Huawei will be headed in the right direction for continued growth. The campaign will focus on cre-ating a new identity that will better represent all aspects of the company. This branding will be reinforced throughout the com-pany on all marketing materials, stationary and website designs and put into effect immediately followed by an aggressive adver-tising launch.

GETTING STARTED

In order to create an aggressive marketing campaign for Hua-wei that shows the company is committed to the U.S. with permanent roots and a local recognized face, the plan is to design a layout that is sure to appeal to new customers and exiting ones. Before begin-ning it’s advised to establish a plan of action for the duration of the campaign. For the rebranding project the goal is to evolve Huawei’s current brand identity and give it new direction and purpose. The mar-keting parameters will include the use of print media with billboards, brochures and posters along with newsprint and trade publications.

6 7 Rebranding Huawei Rebranding Huawei

In these economic times many businesses are scaling back on what they dole out for marketing, so the question is “Should Huawei risk spending on such an aggressive marketing campaign as this?” the answer is yes. Recessions cause rare opportunities for marketers to steal share and add customers. Many of the industry’s leading companies are turning the recession into opportunity, why should Huawei be any different? The plan is simple, to reinvent the Huawei brand and to introduce the opportunities for marketers to steal share and add customers. Many of the industry’s leading companies are turning the recession into opportunity, why should Huawei be any different? The plan is simple, to reinvent the Hua-wei brand and to introduce the company as solid, reputable and dependable with the knowledge and technology to stand their ground in the every changing communications industry.

REFERENCES

About Huawei: Huawei Technologies. (n.d.). Retrieved February 13, 2011 from http://www.huawei.com/corporate_information.do

Milestones: Huawei Technologies. (n.d.). Retrieved February 13, 2011 from http://www.huawei.com/corporate_information.do

Newsroom: Huawei Technologies. (n.d). Retrieved February 13, 2011 from http://www.huawei.com/corporate_information.do

Brennan, Mike. (2008) “What Color is Your Advertising? How Color Theory can make Your Marketing More Effective” Retrieved Febru-ary 20, 2011 from http://ezinearticles.com/?What-Color-Is-Your-Advertising?-How-Color-Theory-Can-Make-Your-Marketing-More-Effective&id=1115718

Newsprint is the most traditional mediums of advertising used by both small and large businesses. The pros to this form include being able to reach out to a large group of people in a certain geographical area; it provides good exposure with easy access, cost effective and flexible. However investing in trade publications is more precise and reaches upscale consumers. These target audiences directly influenced by the industry with quality printing and more reader involvement. The company currently has an elaborate website that can be used to increase web traffic to their site and incorporating identity banners to social networking sites like Twitter, Flickr and YouTube will fur-ther expand awareness. Huawei’s website provides a plethora of insightful information to industry specific web traffic which in turn can be use to entice new customer relationships. Broadcast media can also be put to use using Huawei’s very own selection of flash animation as well as a series of new multimedia podcasts that will help highlight the company and promote brand aware-ness abroad.

Once the media has been selected the color palette, im-ages and typography needs choosing. Color plays an important role in business when it comes to how different colors affect

people. Some colors are very vibrant while others are soothing and depending on how you react to them may affect how oth-ers perceive you. Therefore selecting the color scheme weighs heavily on the project outcome. Since Huawei is global, it makes sense to go with an earth tone palette of greens, and blues, but what if we throw into the mix yellows, purples and pinks, which will give warmth and overall energy. This palette will prove to be a great fit for the company. Green resembles life and growth, blue is tranquil and soothing, while yellow, purple and pink add in that spark of energy and warmth the company has been lacking. (Brennan, 2008) Really good design moves the viewer around the page whether paper or electronic in order of the type and image hierarchy, therefore getting this precise is crucial to the layout. Using images is an important part of the marketing process. For this campaign, the images will be located after the layout designs have been created, this way the pictures chosen will fit perfectly with the design.


Communications Audit


Our TARGE T

AudienceThe target market for the rebranding project will include many faces both new and old to the telecommunications industry.

To begin, did you know that having the exact targeted audience will make or break any new or revised brand?

As a matter of fact in order for Huawei to achieve their brand goals it’s imperative they know the audience inside and out. Therefore gathering all the facts about the target should include the following:

* Who is your audience? * How will you attract them to the product? * Where’re they located? * How do you want them to think?

* What do they think about the our brand? * Business or consumer sectors? * Who else is competing for their loyalty?

Huawei Target Market: Region: USA Population: 312,062,570 Men: 153.2 million Women: 157.2 million Target: Men & Women, ages 18 - 65 Characteristics: Internet Savy, HIgh Traffic Usage, High Tech Gadget Seekers, Wireless Users, Cloud Computing, etc. Secondary Characteristics: Home Phone Services, Business Services, Landlines, Net work Software, Radio LAN, Servers, etc.



Creative BriefProject Objective:

Huawei is expanding their reach into the U.S. where the communications industry is heavily populated. The goal is to give the Huawei brand a facelift along with a new image that speaks volumns in this over-populated in-dustry. This new look will assure consumers of the newest

contender in the market that is here to stay!

Project Goals:1. Design new marketing strategies that will prove successful in gain-

ing acceptance and recognition in the new territory.

2. Initialize Corporate rebranding to better position Huawei within the industry complete with a new visual identity and the right marketing strategy needed for continued growth.

3. To introduce Huawei as the newest local face in the industry that is here to stay and committed to enrich lives through communication.

Target Message :To enrich lives through communication one call at

a time.

Design Style:The tone should reflect warmth, friendliness, posi-tive and harmonious. The project is to be clean and modern with contemporary typography and a vibrant color scheme that is sure to appeal to new and existng

customers.

Key Tenets of the Project:Integrity

InnovationDedication

Suggested Media:Informitive interactive website current with Web 2.0 standards, social media functionality and profile personalization capabili-

ties.

Billboards, Wall Banners, Wall Posters, Magazine Layouts and other print forms will be included in this project to further increase brand awareness throughout the

market.

Call To Action:Go to website.

Become a registered member online. Call the toll-free number.

Copy Message:Hello Just Got Easier.

Your Connected.Hello Never Sounded So Good.

Overall Success:Success of the rebranding project will be mea-sured by increased revenue with the addition of new customers both business and individual us-ing promotional codes listed on all print media or using the assigned toll-free number shown on

billboard design.


PROCESS 2.0


Industry Survey SWOT ANALYSIS

Competing in an over-populated market is tough already, but being the newcomer, Huawei has big shoes to not only fill but to step over to gain the lead.

Therefore before getting to work on the rebranding project, a quick audit of the competition will prove very useful.

Research shows that Hua-wei has a sleuth of com-petitors throughout the communications industry; however, the top major competitors include the following:

Strengths

Leading Market Position

Strategic Partnerships

Strong Financial Performance

Weaknesses

Private Ownership

Previous legalities in the US

Opportunities

Increasing Video Collaboration

High Demand for 3G and Bandwidth

Growing Broadband Usage

Threats

Fierce Competition

Increasing Technological Changes

Network Sharing and Operator

Consolidation

The SWOT tool is used for auditing a business and its environment. This report is the first step in planning and is useful to key focus on what is important.

SWOT stands for Strengths, Weaknesses which affect internal factor and Opportunities and Threats affect external factors.According to the analysis report, Huawei’s leading position in the communications industry gives them the competitive advantage over their competition.

What does this means for Huawei?

This increased competition could cause pricing wars ahead; which in turn will affect the company’s market share.


Early Sketches

Current Logo Design

The chinese flag is red with five stars

Purple inspires imagination & intuition the symbol is abstract and modern

Colors inspire growth and innovation

Green promotes growth & the hands represent harmony and unity

The sun is funky & fun and blends in with the font

Keeping the red/black color scheme the dots give the illusion of connecting

The rising sun shows growth and life, the blue is calming and peaceful

Orange stnds for productiity the font is strong like the brand

Huawei Faucet font

Huawei Hug femmes

Huawei Karate font

Huawei Grendel font

Huawei Shanghai font

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Color Palette Typography

“Color can influence our emotions,

our actions and how we respond to

various people, things and ideas.

When selecting the color scheme

for Huawei, the colors were chosen

based on the emotional responses

each give off.”

When combined, these colors have a warm welcoming feeling. A strong sense of profes-sionalism and spirit that will be needed and the drive and ambition to be a top competitor in the communications industry.

Green: Abundant, fresh, growthPink: Energy, relaxation, acceptanceCyan: Calming, cool, peacefulYellow: Happiness, warmth, cheerPurple: Dignity, royal, spirituality

C = 75 M = 5 Y = 100 K = 0

R = 63 G = 160 B = 51

R = 222 G = 0 B = 123C = 0 M = 100

Y = 0 K = 0

C = 100 M = 0

Y = 0 K = 0

R = 159 G = 238 B = 0

R = 255 G = 240 B =0

C = 0 M = 0

Y = 100 K = 0

R = 88 G = 70 B = 145

C = 67 M = 74 Y = 0 K = 0

Myriad Pro Regulara b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9

Myriad Pro Semibolda b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9

Myriad Pro Italica b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9

Lucida Bright Regulara b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9

Marker Felt Widea b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9

Hug Femmes Regulara b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z0123456789

Body CopyMyrid Pro Regular will be used for all body copy font size will range from 11pt. to 12pt. depending on average print size.

Headline CopyMyriad Pro Semibold will be used for all headings and subheadings which will range in size from 18pt. to 24pt. depending on average print size.

QuotesMyriad Pro Italic will be used for all quotes ranging in size depending on whether print or online media.

TaglinesLucida Bright Regular is used in the logo tagline and will be used with corresponding additional slogans and will very in size depending on print size and media.

Motion GraphicsMarket Felt Wide will be used on all motion graphic text and will vary on size depending on size and format.

LogoHug Femmes Regular is the chosen font for the Hua-wei Logo and is to be properly groued with tagline and corresponding graphic. Size may varry.



Moodboardwhere ideas come together



Imagery“A key element in the spread of ideas is the visual element”

~ Seth Godin

Images add to the life and vitality of the rebranding project by way of color, texture and emotion.

Therefore, in addition to text, im-ages will be used throughout the project in order to reinforce Hawei’s commitment to their customers and to better highlight their various products and services available.

However, these images are just a few of the ones that will be seen in all aspects of the rebranding cam-paign.

Size will vary depending on use and project specifications. All images are to be at 72dpi. with high resolution quality.

Photos must meet online require-ments and color to be RGB format.

Photos used for print must meet print standards and be in CMYK color format.

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Project Sketches



STANDARDS 3.0


Brand Standards


Brand Identity

The Huawei logo should always be surrounded by a generous amount of clear space to ensure legibility and impact. This protects it from competing with visual elements such as text and graphics.

As shown, the absolute minimum amount of clear space that can sur-round the logo in any application is equal to the size of the “H” in the logo and can be scaled to a variety of sizes. However, at extremely smaller sizes, the readability becomes compromised.

To ensure that the logo is always leg-ible, it should never be reproduced to a size where the tagline is too small to read.

As noted, the logo includes the type-faces Hug Femmes and Lucida Bright for best results use black text on white and use white text on black only.

The graphic is to be placed directly above the end points of the “a” and “w” in Huawei.

Appropriate Logo Uses Unappropriate Logo Uses

As you can see the Huawei logo has three approved logo variations that may be used for marketing.

However when possible it is advised to always use the full color versions on white or on black.

The greyscale is advised to use only when the others will not suit the print job.

In order to maintain consisten-cy throughout the rebranding project, it was decided to keep all logo uses in the stacked vertical format rather than horizontal.

Therefore, it is imperative to the success of the project to stay within these strict guide-lines when reproducing the logo.


Print ConceptsStandard Letterhead (8.5 x 11)

The letterhead is designed with the style guide in mind, with the logo appearing in the upper left corner.

The design is simple yet elegant and the addition of the watermark gives a nice contrasting backdrop for the design.

The design is reflective of the pro-fessionalism shown by Huawei and therefore in creating the business stationery it was imperative that the design incorporated this sence of elegance and sophistication.

Standard Business Card (2in. x 4in.)Standard Business Envelope (4 1/8 x 9 1/2)

Each is designed with the style guide in mind with the logo being placed on the left side and using full color process.

The Standard size for both pieces is best suited for the rebranding project. Alternate sizes may be used with permission.


Wireframe Concept

The wireframe, also referred to as a screen blueprint is used in the design to show the page layout and arrangement of the site con-tent.

The wireframe is just a rough sketch and will serve as a guide when creating the redesigned site for Huawei.

Wireframes are also used trough-out the project to organize not only content but also interface el-ements and navigational systems.

What makes an effective design?• Easy to use interface.• Be direct, get to the point, don’t waste time.• Capture the viewer’s attention.• Uncluttered, easy to understand content.• Use effective writing.• KEEP IT SIMPLE!• White space is GOOD!• Listen to what users have to say.

As part of the rebranding project, I intend to use a majority of the current website information for con-tent along with a new interface, new color scheme, vivid imagery and video clips to further enhance the viewing experience. Pattern these changes to the ex-isting site and Huawei will have a new facelift that is bound to attract more customer traffic and increase brand awareness within the industry.


Website Sketches


SOLUTION 4.0


Print Media

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Media Signage


48 49

WebsiteMobile App


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Promotional Items


project book layout

Documents

huawei story

chinese huawei

new identity

new face

new life

new territory

huawei technologies

new marketing strategies