A pitch to reposition Huawei as a credible alternative to Apple, with a bold personality of its own. The concept was a proud celebration of contemporary Chinese style – instead of the brand hiding its asian roots being proud and unique.

The ‘proud’ concept would extend to customers and brand ambassadors, featured in campaigns.

The brand would act as a curator of contemporary Chinese culture. Retail spaces would allow customers all over the world to experience the best of Chinese design and culture next to Huawei products.