ABOUT

Xiaomi created an international brand called Mi to help the international expansion. We divided our challenge in two steps: define a consistent branding and a meaningful brand positioning.

We’ve challenged ourselves to develop a strong icon that can help the brand to become stronger to the fans and more recognizable for an international audience. Three elements were very important: relationship, affordable and surprising. The main element of the branding experiment is called “infinite feedback” and represents the dynamic of the interactions between fans and brand.