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Asus Mobile Phone Design Guidelines

Designing a brand of products from scratch

By mid 2005, Asus had just released its second mobile phone and – motivated by the products’ success – the company’s leadership wanted to win a bigger share of this fast-developing market. I was tasked to lead a team of more than 20 designers to devise a strategy that would help achieve Asus’s goals.
With the intention to unify Asus’s mobile phone aesthetics in the process, an extensive in-depth research effort laid the foundation for the program and helped to create a strategic framework and outlined a series of three product segments that would cater to our users’ specific needs and desires.

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Markus Wierzoch
Postindustrialdesigner Seattle, WA