What we did: Rebranding
Identity for Haier, a home appliance brand that strives
to create technology with tangible benefits.
We took the same concept as the basis for our design - we literally showed that Haier technology is always invisibly present nearby, as if illuminating the space of different media with its signature blue light.
Blue is also used to highlight semantic accents - for image texts, the keyword
is highlighted with a gradient, and for product benefits, it is additionally emphasized
with a blue fill.
The Haier brand is about functionality, which is why the identity turned out
to be minimalistic and functional.
Here we didn’t just show all possible media, but always followed the task - for example, for social networks
we decided not to stick to dark colors with highlights, but made more variability so that social networks looked consistent, but still different.
And the Aeonik Pro font will be well read in both print and digital communications — an aesthetic that always works for the task.
Look case on our site: https://designdepartment.ru/projects/haier
Creative director → Alexander Zavatskiy
Managing partner → Alexander Zazvonov
Art director → Oleg Zhuravlev
Senior designer → Alen Zagardinov
Designer → Sophie Dubrovskaya
Motion Designer → Alexey Rubishev
Project manager → Elizaveta Zatravkina
Strategist → Lyudmila Zhiltsova
