Client

Despite having built one of the leading PC businesses in the world, Lenovo’s senior management knew they had to win the upcoming mobile device battle or be phased out from the history of the technology industry.

To help Lenovo on this quest we set out to understand the needs of the Chinese mobile user and create a brand system tailored to their needs. Through in-depth qualitative research and quantiative market segmentation, we identified an opportunity area for Lenovo that focuses on what mobile technology allows people to do.

Encapsulated with the idea of being “Open to Life”, this strategy guided the simplification of the brand architecture and naming throughout the business, as well as inspired identity and product packaging explorations.

Pinterest

Client

Despite having built one of the leading PC businesses in the world, Lenovo’s senior management knew they had to win the upcoming mobile device battle or be phased out from the history of the technology industry.

To help Lenovo on this quest we set out to understand the needs of the Chinese mobile user and create a brand system tailored to their needs. Through in-depth qualitative research and quantiative market segmentation, we identified an opportunity area for Lenovo that focuses on what mobile technology allows people to do.

Encapsulated with the idea of being “Open to Life”, this strategy guided the simplification of the brand architecture and naming throughout the business, as well as inspired identity and product packaging explorations.

Contact us

Beijing

2701, 10th Floor, Twin Towers (East)
B-12 Jianguomenwai Avenue
Beijing 100022
China
 

nihao@shiftpartners.com

Hong Kong

5-13 New Street
Sai Ying Pun
Hong Kong
 
 

hello@shiftpartners.com

Singapore

18A Gemmill Lane
Singapore
069255

 
 

hellolah@shiftpartners.com

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