An exploration of brand direction
PROJECT NAME
RE Brand Compass: An exploration exercise on brand strategy
RESPONSIBILITIES
Brand booklet, brand story, product page, web design
DESCRIPTION
Discovering the value in RE
The RE brand was initially created under HTC to house all of our non-smartphone ventures. But we saw something much nobler in our design principles that we felt the urge to reinforce the vision and culture through visual identity and art direction. We approached the branding from the ground up. We gave the brand a mission and created a brand identity that reflected not only the mission but our team culture.
BEING THERE
We began with the umbrella mission for our company as a whole; to foster human connectedness. RE enables a different kind of connectedness where we value our user's connectedness with the present moment over its electronic devices. If you can capture the vision and mission of RE in two words, it would be to: BE THERE.
UNDERSTANDING THE CULTURE
We captured our team essence through a few quotes and illustrations. On product direction, we believe in making tech human. We are scared about the direction tech is evolving towards. Tech is playing us more than we are playing with tech. We constantly remind our selves that people don't use RE because they like the product, they use RE because they value the time spent with their loved ones.
On the culture of our team dynamics. How we are able to operate efficiently and effectively. We are highly aligned, loosely coupled. We work autonomously towards a single goal but we do so in our own diverse manner. Our team can remain loosely coupled because we value disagreements and understand that through challenging each other is how we progress to become better. However, we can remain highly aligned because we have replaced protocols with principles.
On the culture of getting things done. We get things done because we make imperfections an asset and not a liability. In summary, we are a team that embraces failure and build upon each other’s strength.
