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TCL — Delivering an augmented humanity to TCL

CHALLENGE TCL is one of the world’s leading consumer electronics manufacturers. Founded in 1981 in China, it has grown to be the 3rd largest manufacturer of panels in the world and is one of the world’s leading consumer electronics manufacturers. After a decade of unsuccessful rebrandings, in 2019 TCL is facing a different type of challenges. and its branding is not up to those. Prophet did a comprehensive research, survey and visual audit and we’ve concluded that the colour red is recognized and has brand equity. However, the visual system is complicated and outdated and it’s not relevant for a younger audience. SOLUTION With evolving insights and inspirations, TCL strives to continuously elevate consumers’ personal and family life through smart and enriching technology experiences. Based on this core insight we’ve created a new positioning for TCL: “Live Smart. As a technology brand that focuses on intelligent innovations, TCL believes that true smart technology should enable connections between device to device, people to device, and people to people through insights and inspirations from real-life scenarios. So, we’ve designed a confident brand that brings technology and humanity and infuses smartness into daily life. Inspired by TCL’s heritage from manufacturing and the attention to details. RESULT The result is a confident brand that speaks approachable technology and that positions itself as the next- generation leader. For the TCL wordmark, we’ve used organic curves that talk about the human and singular side of TCL, and the clean and geometric inner cut to represent the precise and advanced side of the technology. This concept was brought into the visual system where the graphic device is a span of shapes from square to round.

Project Roles
Art Director, Creative Director, Designer
Company
Prophet
Skills
Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Conceptual
Media
Brand Identity, Branding, Logos
Project Industries
Technology
TCL — Delivering an augmented humanity to TCL
TCL — Delivering an augmented humanity to TCL
TCL — Delivering an augmented humanity to TCL
TCL — Delivering an augmented humanity to TCL
TCL — Delivering an augmented humanity to TCL