HTC 10 Product Launch

Lead creative for the marketing of the HTC 10 product launch. Included a launch video, campaign visuals, and custom packaging. Inspired by the theme: “Sculpted by Light,” we highlighted the phones’ unique form and design features with its characteristic beveled edges. We re-designed the packaging, underscoring the beautiful simplicity of the device. Sketches and physical prototypes yielded a design with a clever out-of-box experience – removable drawers, inset molded paper pulp trays and soft-touch and spot UV coatings for a lux feel.

HTC 10 - Device Packaging

The HTC 10 packaging was brought about as an effort to make the launch of the HTC 10 device as special as the device and campaign efforts. This required a complete redesign of the packaging, we scrapped everything to help elevate and differentiate the design from previous HTC device packaging. I led a team of designers, tasked with Art Directing a solution that highlighted the elegant simplicity of the device. After hundreds of sketches, 3D studies, and physical prototyping, we designed a packaging solution that had a unique and clever out-of-box experience. We decided on using a paper-wrapped rigid board packaging structure. We designed white box packaging samples at various scales, dimensions, and enclosure types, with studies in color, material and finishes. We worked with vendors in Taiwan and China to engineer three unique structures with removable drawers, inset molded paper pulp trays, and soft-touch and spot varnish coatings for a supple hand feel.