Lenovo Vibe is Lenovo's smartphone product line. In an effort to separate themselves from global leaders such as iPhone and Pixel, Lenovo created a tiered approach to their smartphone lineup. Creating models for entry-level, intermediate, and business needs. They focus their energy on emerging markets such as Latin America, Middle East, Africa, and Asia.
To differentiate the models, each device received a specific pattern to create a clear distinction that would be used across all corresponding tactics.
Each device had a brand and product-focused key visual developed to help establish the characteristics of each device. While some devices had excellent cameras, others had exceptional battery life. We created key visuals for the global teams to understand what makes each device unique. As well as how to speak about the specific models in marketing materials. Due to the global nature of the sales teams, headline examples needed to refrain from using phrases and expressions only known in North America.
Building off of the key visuals, we began creating tactical templates. Billboard and poster templates were created for teams that wanted to drive out-of-store awareness. Since these types of ads only get a brief time in front of eyes, the messaging stayed high-level to introduce the brand.
Higher-tier devices were given retail website landing page templates to showcase key features allowing customers to learn more about the specific devices. They proved as guides for regional teams to design for retail sites such as Alibaba, Amazon, Baidu, and Tencent.
Multiple retail assets were created to assist the sales experience. Posters and ad cubes worked to bring customers in while the brochures and ePOS slideshows allowed them to take a deeper dive. The easiest way to sell the device was to allow a hands-on demo. Each device was equipped with a digital slideshow to run as a screensaver in a retail environment. The slideshow would display key features for the specific device. Upon touching the screen, the slideshow would disappear to allow the customer to interact with the device.