Robert Sawatzky
Nov 9, 2017

Huawei’s new global corporate brand swagger

‘Beacon of light’ imagery from the Chinese brand's latest corporate campaign reflects its intention to step out as a world leader.

Image from Huawei's 2017 'Exploration' campaign

A couple of years ago, when Huawei wanted to tell its story to the world, its founder and CEO Ren Zhengfei carefully selected the right text and imagery to launch its first corporate branding campaign.

It was a photo of a ballerina’s feet see below with one dressed up in a silk slipper for performance, while the other revealed the bloodied and bandaged foot underneath, marred by the toll of the all the hard work...

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