Earlier this year, Apple delivered nothing less than a leapfrog in its innovative application of AR technology with Apple Vision Pro, redefining how people interact with digital content and revolutionizing various industries.

Originating from the same technological territory, LEION HEY has ventured into another emerging market primarily focused on communication efficiency rather than entertainment. Its goal is to enable individuals who are unable to speak foreign languages or cannot speak at all to freely and confidently communicate with others face-to-face.

By seamlessly converting different sounds into words of your own language and displaying them on your glasses like subtitles, LEION HEY harnesses the power of AR and AI technologies. It breaks down barriers and truly liberates people from the constraints that prevented them from understanding conversations, comprehending others, and fitting into the world.

AR and Ai are more than just smart or cool; they can be KIND as well.

ISSUE

With plans to expand its business territory globally for further growth, LEION HEY has made the decision to debut on the crowdfunding platform Kickstarter. However, before doing so, it must enhance its brand differentiation through adjusted audience strategies and clearly articulate its vision to gain support.

Faced with competition from tech giants like Apple and Google, what is the most unique and compelling brand story that LEION HEY possesses, and how can it leverage its product superiority to reach a much larger and more diverse user base?

INSIGHT

With AI and AR integration, LEION HEY significantly improves voice-to-text accuracy, including translating multiple foreign languages, dialects, and differentiating homonyms. This benefits not only hearing-impaired individuals but also professionals who rely on foreign languages for work interactions and geek developers who enjoy customizing the product.

These three groups share a common experience of facing daily challenges. LEION HEY offers a transformative solution: when wearing the product, silence becomes sound and foreign languages become native. It's a seamless and effortless experience, as if a gentle greeting can make the world adapt to you.

HEY! LET THE WORLD FIT YOU, rather than the other way around.

SOLUTION

Following the brand concept of “Let the World Fit You”, a consistent visual identity system is developed to showcase LEION HEY as a caring, inclusive, and universally appealing brand.

Retaining the logotype-only structure, the upgraded logo has been enhanced for improved legibility and recognition. The word HEY is accentuated, symbolizing both interpersonal interaction and user-device interactivity. In this modular logo system, languages of any kind can be part of the LEION HEY, flexibly offering the space for global contextualization

The visual system combines a vibrant minty blue with a calming iris blue, representing clarity and adding a dynamic touch that reflects the tech design language.

Alongside an extensive collection of visual assets, LEION HEY's brand now exudes vibrancy and freshness, setting itself apart from competitors and leaving a lasting impression on its audience.

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A FLAWED (Part of Fred & Farid Group) project.
Strategy: Karen Ge, Karas Huang
Design: Rebecca Zhou
Project Management: AO Zhang