Rebranding IMOO for the teenage market

Background

IMOO is a leading Chinese EdTech company, best known for its groundbreaking success in children's smartwatches. However, this success also solidified its reputation as a "children's brand."

My connection with IMOO began early: I worked with the company as a model. This early experience gave me some insight into its brand identity, product features, and target audience strategies.

My Mission

During my summer internship in 2023, My mission is to redefining its brand identity and expanding beyond children user base to reach a teenage audience, I took a role as a brand designer in the team with following responsibility:

• Conducted user research and market analysis on target audiences

• Defined visual identity and product positioning for the teen market

• Developed advertising campaigns and social media content to strengthen brand engagement

User Research

Research Analysis

Storyboard

For the advertisement filming. I participated as a model during the shoot and later took charge of designing the footage into a finalized advertisement as a leading brand designer with the design team.

On the launch day of IMOO Z9, our advertisements, promotional video, and the product itself received overwhelming attention and positive feedback from the public on Tiktok, Rednotes, and Wechat. The official website successfully processed over 2,000 purchases on the first day, with 90% of buyers being teenagers and adults. This internship experience reinforced my understanding of the power of brand design—not just in creating visuals, but in shaping consumer perception and driving real business success. From conducting user research to overseeing the advertisement production, I realized that a great brand designer should bridge creativity and strategy, explore potential of market, ensuring that every design decision resonates with the users’ needs.

In June 2023, the brand design and marketing team were planning the advertisement details. I was primarily conducting user research on social media, and interview some potential customer with strong desire of buying IMOO Z9 smartwatch to set base for advertisement.

Q：What would make you interested in buying an IMOO Z9 smartwatch?

Ning Li (9 y/o): “ I really care about the color and outlook of my watch. So if the watch looks good for wearing, I would beg my mom to buy it!!! “

Jason (16 y/o): “ To be honest, I won’t buy IMOO’s smartwatch unless I see it’s cheaper, more function, and cooler than xxx watch, because I’m afraid it’s too childish for me.“

Wang Xi （34 y/o）: “ As a mom of two kids in middle school, I mostly want to know how watch can protect my kids from dangers afterschool. I also want to see it has features support studying and limit their screen time.“

1️⃣ Teen Preferences & Purchase Motivation

Style & Fashion Appeal → Teens prefer smartwatches that match their daily outfits, especially school uniforms.
Brand Image Perception → Some users feel IMOO smartwatches are too "childish" and need a "cooler" image.
Competitive Comparison → Apple Watch is seen as the benchmark for smartwatches; IMOO needs to highlight unique advantages.

2️⃣ Key Features That Influence Buying Decisions

Affordability vs. Premium Features → Price is a major advantage; IMOO should emphasize value-for-money.
Functionality Matters → Users want study-assist features, screen time limits, and safety tracking.
Real-Life Use Cases → Parents prioritize security, while teens want convenience and entertainment.

3️⃣ Best Advertising Locations & Contexts

Campus Scenes → Show students using IMOO smartwatches in classroom, playground, and library.
Daily Commutes → Emphasize safety & convenient features for students traveling to and from school independently.
Convenience Stores & Cafeterias → Demonstrate contactless payment to showcase how IMOO fits into a teen’s daily routine.
Social & Sports Activities → Highlight the watch’s health tracking, social features, and fun elements for teenagers.