During the first 20 years of its history, BOE has established itself as a leading B2B manufacturer of LCD panels supplying some of the world’s best-known consumer electronics brands. But its visionary Chairman had a bigger ambition for BOE – an ambition to become a premium consumer brand.
To position the brand for the next phase of its growth and build the capability to deliver on it, the brand strategy, consumer experience and implementation plan had to be defined.
Partnering with the senior management of BOE we helped define the consumer target, their key unmet needs, and created a differentiated positioning platform based on the idea of “Purity by Design.”
Using this positioning, we created a comprehensive visual identity system to bring the brand to life including a completely redesigned logo, suite of corporate and consumer touchpoints, as well as a photography library and product naming system.
The BOE brand has been successfully launched internally and to the market with the BOE Alta, an award-winning TV unique in its simplicity and timeless design.