Brief
HONOR enlisted The Mill Design Studio to visualise the transition from their previous position as an electronics company targeting the youth market, into an all new more sophisticated offering that needed to artistically communicate their new brand positioning.
Approach
We developed our concept around the key brand pillars. Constructing the logo piece by piece, layer by layer, building the logo letterforms, before transitioning through metaphorical elements which represent the HONOR of today.
Impact
A looping attractor film unveiling HONOR’s new brand DNA – Innovation, Premium, Trust and Freedom – allowing for consistent brand recognition across large format screens in store and display devices.