LeEco seamlessly blends devices, content, applications and distribution in a first-of-its kind ecosystem consisting of film and music production, digital streaming service, smartphone, accessories, android televisions, and autonomous electric vehicles.
LeEco's North American website required a major overhaul and redesign from it original six page non-responsive design. The new responsive website would be more robust and better equipped to showcase the scope of what this major player was bringing to the states.
The original Letv website offered much room for improvement. There was no style guide present, no consistent grid system used, nor any accessibility in place. The site has several noticable grammatical errors, imagery had no consistent tone, included devices not available in the United States and product UI screens in Mandarin.
The initial proposed site would combine Le Technology corporate and PR messaging house with it's consumer focused e-commerce and product purchasing site LeMall.com. The goal was to be a one-stop destination for all interested in the brand whether it be press, investors, or consumers.
Brand Mood Board
LeEco N.A. needed to differentiate itself from China's original messaging that was not in line the the US consumer target audience. A pitch mood board was created showcasing major competitors, the LeEco branded visuals at the time, and four proposed tones to adopt for the website and all future brand campaigns.