Working closely with the Infinix team, the goal was to revamp the brand to better connect with its target audience and provide the design and marketing teams with the necessary tools. This involved defining the brand personality, positioning, and design principles, a custom multilingual typeface made in-house, a new design and product brand system, and an updated global e-commerce design.

Inspired by the company’s logotype, the new typeface is modern, minimalist, and geometric, with sharp lines and bold strokes that convey precision and efficiency, aligning with the brand's focus on advanced technology. The font supports various languages, including Latin Extended, Cyrillic, Arabic, and Thai, making it versatile and suitable for Infinix's diverse customer base.

In a saturated marketplace with low levels of differentiation between brands, we revitalized the visual identity with a unified design system that spanned into different components, emphasizing the technological and edgy aspect with a multi-script custom font, a product wordmark system to ensure all the products follow a consistent style, a new website, and a complete layout system for BTL/ATL.

We unified all the organization designers' energy around a very clear approach based on 3 design principles: Pure, inclusive, and progressive. As a result of the changes, Infinix has gained a competitive advantage and has achieved a streamlined and unified identity that is easily distinguishable from its competition. The brand refresh successfully bridges the gap between the brand and its digital native target audience, Generation Z. The comprehensive guidelines and design system have improved the productivity and results of the company’s design teams.