Revitalising the brand identity of the world’s fifth-largest fabless
semiconductor company, extending from the brand itself to the
design of their exhibition booth.
Insight
Despite MediaTek’s significant transformation and its leading position as a chip supplier for phones, tablets, smart TVs, and various product categories, the market continued to perceive them as a ‘fast follower’ primarily operating in China and Asia. We identified the need to refresh their brand in order to convey a renewed positioning and creative identity, reflecting their current leadership capabilities.
Approach
As partners with extensive experience in creating booths and experiences for MediaTek, we revitalised their brand identity for exhibitions. To establish their positioning, we started by surveying the landscape through competitor research and customer interviews to gauge MediaTek’s current market perception and desired image.
We then delved into defining what distinguishes MediaTek by reviewing their previous brand and marketing campaigns, capturing their customer-centric approach to collaboration and which aspects of their offering they intend to prioritise.
Using the Golden Circle Framework, we defined the brand’s purpose, process and positioning. While core elements like the logo remained unchanged, updates to brand colours, iconography, and photography mirrored their visual identity with their new positioning and narrative.
