Brief:
Design a range of video doors for Shidean-Legrand, to help them to go upmarket, in China. Shidean-Legrand wanted video doors with entry-level designs and mid-range designs (their planned positioning). They also wanted to explore what could be a premium positioning.
Strategic design choice:
Video doors are most of the time bought by construction companies, and pre-installed in flats / homes. It is purchased most of the time as B2B, but ultimately used by consumers. So I took care of the needs of both targets. Illustrate what could be a premium positioning for Shidean-Legrand, to answer the client’s demand, but recommending to only go with mid-range positioning, as they would not have the brand image to support a premium positioning in the short term.
