The motion team at The Mill Design Studio helps Chinese smartphone maker Honor pivot from a youth-oriented electronics company toward a more sophisticated direction with an elegant and tactile brand film.

Henry Foreman, head of design at The Mill Design Studio: “The film unveils Honor’s new brand DNA – Innovation, Premium, Trust, and Freedom – allowing for consistent recognition across large format screens in-store and display devices.

“Creating a palette of refined metaphors for the key brand pillars relied on a thorough R&D phase. We spent time developing and integrating materials and behaviors that captured the essence of each brand pillar as part of the new global positioning.

“Each chapter needed unique qualities that clearly communicated the DNA of the brand whilst complimenting one another. Through this rigorous R&D, the team really captured the core of the brand vision and brought each moment to life.”
 

 
Client: Honor

Production: The Mill
Director: The Mill Design Studio
Creative director: Tom Crate
EP: Ian Walker
Producer: Larisa Covaciu
Head of design: Henry Foreman
Art director: Gonzalo Miranda
Motion designer: Jayden Kimpton Sifagul Keser, Alex Petrovsky, Nemanja Ivanovic, Raquel Fernandes, Paul Bloomfield

Music/sound design: Echoic Audio