Midea is a global home appliance brand that offers a diverse range of products to suit the needs of every customer. The brand provides solutions for any lifestyle and budget with a portfolio of energy-efficient, high-quality appliances. Midea's commitment to innovation drives its pursuit of new product development and enhanced user experience.
Midea is a global home appliance company. They are the world's largest manufacturer of air conditioners and various other appliance product lines. In their pursuit to expand their market to Thailand, Midea needs to embrace "Smart. Life. Style." in order to climb up the evolving home appliance market with NEWNESS, INNOVATION & ORIGINALITY.
In the RED & BLUE ocean of home appliance brands, Midea needs to think out of the box to win the heart of young Thai consumers. By introducing a new brand ambassador and communication strategy, the idea concept for 2021 campaigns will highlight a diverse array of Midea's products as life-changing innovations that no one can resist.
In crafting a brand refresh strategy, we needed to bring the experience of comfort to life online through stunning visuals and relevant content. We also wanted to create a sense of novelty by using imagery and typography that reflected the innovation and refreshed the brand. This approach helped us successfully differentiate the brand’s offerings from other players on the market.
We refreshed Midea Thailand’s brand experience to honour the existing brand equity while bringing company values and storytelling to the forefront. The updated visual feels exciting, relatable, reliable, and friendly to communicate the enjoyment of the experience. The new collateral system employs imagery that exudes confidence, effectiveness, and the emotional reward of the air conditioner’s convenience.
We crafted and extended their visual system in a way that would attract attention, modernize the message and stand out on a salesroom floor–leaving a lasting impression. The visual identity reflects an easy-going lifestyle where each product has its own personality and character. It aims at creating positive impressions about Midea through the use of strong visuals which convey warmth and friendliness while maintaining aesthetic sophistication.
To capture the comfort in moving form, we collaborated with the brand ambassador in creating this exuberating online video to showcase the products in style. Even though Midea is not new to the industry, there is still much room for them to grow and show the solutions that enhance quality life experiences. Therefore, Midea needed to establish itself as a trusted partner who would offer customers real value over time. With the brand ambassador as charming as ever, who can resist that appealing smile?
In crafting a brand refresh strategy, we needed to bring the comforting experience to life through attractive visuals and relevant content for a family-centric customer. The challenge then became how to create something unique while still maintaining consistency across all channels.
We decided to create a series of images that could be used standalone or incorporated within other creative workflows, such as brochures, social media posts, and eCommerce banners. The idea being that these images could also act as a toolkit for future projects.