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.
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.
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.
The Mill Design Studio
“Creating a palette of refined metaphors for the key brand pillars relied on a thorough R&D phase. We spent time developing and integrating materials and behaviours that captured the essence of each brand pillar as part of the new global positioning. Each chapter needed unique qualities that clearly communicated the DNA of the brand whilst complimenting one another. Through this rigorous R&D, the team really captured the core of the brand vision and brought each moment to life.”
Speak to The Mill’s Design Studio