Cheng  Chen

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ONEPLUS

Year: 2020
Category: Brand upgrade
Type: Electronics industry 


Dubbed ‘the phone for those in the know,’ OnePlus had reached cult-brand status among media outlets and the tech community. Their next biggest ambition? To break through in the US market dominated by two big (and loved) behemoths.

To compete, OnePlus had to create a powerful brand that would stay authentic to its devoted fan base while allowing it to attract a new profile of consumers to create a truly global brand, recognizing that with the commoditization of the mobile industry, it was an opportune moment for a brand-led company to break through. 

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