Founded: 2004 | Headquarters: Beijing, China | Engagement 2016
How Redesigning Visuals, Content, and Tone Helped a
Chinese Conglomerate Make a Grand US Debut
As a leading global technology company that is disrupting existing business models, LeEco combines culture, content, innovation, lifestyle and entertainment. Largely unknown in the United States until recently, they purchased Yahoo’s Santa Clara land for $250 million as they ramp up North American operations in Silicon Valley. From announcements that they are acquiring Vizio for $2 billion to news that they are investing $1.8 billion to build an electric-car plant in China, LeEco is gearing up to delight new fans in the US.
With a belief that all people deserve access to premium products, LeEco’s vision of the future is one that connects everything that matters to modern consumers — from streaming entertainment to superphones, smart televisions to a concept car with advanced autonomous driving functions and an immersive VR headset.
Innovation and disruption to revolutionary opportunity, the LeEco brand breaks boundaries and is a conduit for change in a monotonous marketplace. Mel Lim designed a private invitation for an exclusive sneak peek event of LeEco’s premium connected devices in time for the holiday gift guide season. With a refined black and gold color scheme and accents of silver snowflakes, the invitation was created with clarity in mind and to generate intrigue for winter.
Mel was asked by Zeno Group to design LeEco’s 2016 Holiday Lookbook for an exclusive media event timed for the upcoming gift guide season. Our goal for this project was to inspire audiences with a new world of LeEco’s connected devices and experiences. We were thrilled by the opportunity to showcase a variety of connected devices from elegant smartphones to 4K televisions, a smart Android powered bicycle to an immersive 360 degree VR headset, and colorful consumer tech accessories to a sophisticated electric vehicle that features an advanced autonomous driving mode.
Drawing sophisticated inspiration from the elegant private invitation design, a luxurious gold and black cover is juxtaposed with vibrantly colorful spreads that showcase the variety of products LeEco has to offer. Boldly impactful imagery introduces new possibilities.
We had the pleasure of working with the skilled experts at San Diego Printers, Ron, Frank, Bob and their entire team ensured the lookbooks were printed with superior care and excellence. From advice on paper stock and finishes to their helping hands with final assembly, we are lucky to have worked with such a great team at SDP.