EXPERIENCE WITH XIAOMI
WHAT
Brand identity
Product launches
Social media design
YEAR
2015 - 2018
BACKGROUND
In 2014, Xiaomi — then the world's most valuable startup — was expanding into Southeast Asia (Philippines, Malaysia, Singapore), Hong Kong, Taiwan, and India. I was hired as Xiaomi's first global design hire, brought in to build the brand function from scratch across these six markets.
ROLE
As Xiaomi's first global design hire, I built the brand and marketing function across Southeast Asia, Hong Kong, Taiwan, and India from the ground up — defining brand strategy and translating it into regional execution, and driving go-to-market strategy for India, which fed Xiaomi's run to the #1 smartphone brand position (IDC, Q4 2017).
During my tenure at Xiaomi, I drove product launch strategy in India — leading go-to-market planning, product presentations, and branded launch events over three years. This work fed Xiaomi's run to the #1 smartphone brand position in India (IDC, Q4 2017).
01 PRODUCT LAUNCHES
Collaborating with product marketing and social media teams, I had the opportunity to craft compelling brand communication content and narratives.
I was responsible for developing visually appealing event materials for Mi community events and creating engaging content for the forum.
The Mi community holds immense significance for Xiaomi, as it serves as a hub for dedicated Mi fans. To foster and nurture relationships with them, Xiaomi actively involves them in discussions and offline events such as the Mi Pop event.
02 Mi COMMUNITY
EVENTS
In order to foster active participation and engagement among Mi fans on the Mi forums, I came up with an idea of creating a mini-app called "Throwback with Mi." This app aimed to track and celebrate important milestones achieved by fans on their forum accounts.
By personalising their forum experience, "Throwback with Mi" left a lasting digital memento for each fan to cherish. The app served as an encouraging platform, motivating Mi fans to post and actively engage with one another, while also creating a sense of community and nostalgia.
04 BBS ENGAGEMENT
OTHER PROJECTS
In addition to product launches and community events, we actively engaged Mi fans through our official Mi social media channels. To enhance this interaction, I assembled a dedicated team of designers focused solely on social media engagement, while I provided the overall art direction and theme.
This streamlined approach ensured prompt responses and consistently delivered high-quality posts that resonated with our valued Mi fans. Key content included sale festival announcements, detailed product specifications, enticing quizzes with attractive prizes, and more. Our goal was to establish a strong and lasting connection with our Mi fans through daily engaging content.
03 SOCIAL MEDIA
ENGAGEMENT
To establish Xiaomi as an international brand, my initial efforts were centered around defining the brand values, comprehending Xiaomi's unique selling proposition (USP), and establishing a consistent tone and voice for the brand. These guidelines played a vital role in shaping the visual representation of the brand on a global level.
In alignment with Xiaomi's core philosophy of prioritising its Mi fans, my work encompassed a range of touch points, including product launches, product presentations, community events, and social media engagement. The objective was to create authentic and engaging experiences that fostered a strong connection and meaningful interactions with Xiaomi's devoted fan base.
