Context
Hisense is one of the world's leading consumer electronics brands, operating across Asia, Europe and North America. With a diverse product portfolio, the challenge was to establish a design identity that could scale internationally in different cultural expectations while maintaining a cohesive recognizable brand language.
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My role
I was brought in as the first designer in the Hisense Europe Design Center. I was responsible for:
Developing a style guide for the European market to unify product design across categories
Industrial design for consumer electronics that resulted in patented innovations
Collaborating with engineering teams to align design vision with manufacturability
Presenting and aligning with stakeholders across different cultures and business units
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Approach
Going back and forth between Europe and China, I was collaborating with numerous designers and engineers. Together we produced:
Cross-cultural research – Mapped user expectations and design aesthetics across global markets
Design language system – Created a modular visual and functional framework for products
Innovation & patents – Designed products that were both user-focused and technically novel
Documentation & style guide – Unified principles and patterns to ensure consistency
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Impact
Cohesive brand expression – Established a scalable visual identity for the European market
Innovation recognition – Patented designs strengthened Hisense's competitive edge
Global alignment – Streamlined collaboration between international teams
Longevity – The design guidelines continued to inform future product lines beyond initial scope
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Reflection
This project highlighted the complexity and rewards of design in a global context. Balancing innovation with manufacturability and cultural nuance with brand consistency, required both strategic vision and deep attention to craft. The patented results were not just functional advances but signals of design as a driver of business value.
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