Rebranding IMOO for a broader market

Overview

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." In recent years, IMOO has focused on redefining its brand identity and expanding beyond its existing user base to reach a broader teenage audience.

My connection with IMOO extends beyond my internship—I previously collaborated with the company as a teen model. This early experience gave me deep insight into its brand identity, product features, and target audience strategies.

In 2023, I took a leadership role as a Brand Designer, overseeing the advertisement and marketing initiatives for the launch of the Z9 smartwatch.

User Research

17 y/o

Research Analysis

Promotion Video

To further promote the Z9 smartwatch, my team and I filmed a promotional video to further advertise the features.

Final Result

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.

The International logo

The Chinese logo

In June 2023, the brand design and marketing team were planning the advertisement details. I was primarily responsible for conducting user research and collaborating with the filming team to draft the advertisement script.

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

“ I really like the color and outlook of IMOO Z9. So if there’s advertisement shows how it can match my school uniform as a fashion, I would ask my mom to buy it!!! “

“ To be honest, I won’t buy IMOO’s smartwatch unless I see it’s cheaper, more function, and cooler than Apple watch, because I’m afriad it’s too childish for me.“

“ As a mom of two kids in middle school, I mostly want to know if the watch can protect my kids from dangers afterschool. I also want to see it has features support studying and limit screen time.“

14 y/o

34 y/o

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.