Q. Could you give us a brief overview of vivo's journey in the world of design, and how it has evolved over the years?
We began in 2014 with a clear goal: build brand awareness. Our focus was on extensive use of brand elements, from logo to colors, establishing vivo in the Indian smartphone industry.
As brand awareness peaked, we shifted our focus to product marketing. We segmented consumers for X, V, Y, T series, tailoring visual styles based on demographics and values. This helped us build strong associations, particularly for V and Y series.
Throughout our journey our mantra remained the same: design for the people, not just the brand. Whether products, campaigns, or stores, it's all about enhancing user experiences.
Throughout our journey our mantra remained the same: design for the people, not just the brand.
Their preferences shaped our creations, ensuring resonance with our audience. So essentially, we saw a shift from building brand awareness in the initial years to product marketing, all the while keeping the consumers at the core of our design strategy.