The Client

FLYTEC was created with an ambition of challenging the norm. They didn’t want to ‘just’ copy existing trends; instead striving to redefine industry standards with fresh perspectives and innovation.

Established in 2002 and based out of China, FLYTEC has gained global recognition for pioneering high-performance fabrics and innovative wearable technology solutions.

Their materials are widely used by leading brands across various sectors, including outdoor & athletic wear, workwear & protective clothing, and casual & fashion apparel.

The Challenge

FLYTEC were already well-established in China, but faced a challenge in gaining global recognition, therefore needing to introduce a way to clearly communicate their brand philosophy to international audiences.

In order to achieve this, we needed to refine their proposition, develop a strong brand framework and craft a strategy that would really elevate their presence on a global stage.

”I couldn’t be prouder of what we’ve achieved with FLYTEC over the past 18 months. From defining the key foundational brand elements to crafting a series of compelling animations, every aspect of our partnership has been carefully considered and executed with impact in mind.

Nothing beats seeing months of strategic and creative work come to life at key industry events on a global scale, and I’m excited to continue building on this momentum together.

Will CowellKey Account & Marketing Director, Brandwave

The Result

Through a series of strategic workshops, we defined FLYTEC’s brand proposition and established a clear brand and product hierarchy. This foundation allowed us to create a distinctive new brand identity, along with category-specific branding that reinforced FLYTEC’s positioning in the market.

To ensure consistency across all touchpoints, we developed a comprehensive set of Brand & Visual Identity Guidelines. This document expanded on our strategic findings, providing clear direction for communication, messaging and the application of branding both internally and externally, ultimately ensuring alignment among all stakeholders moving forward.

With FLYTEC’s diverse range of categories, products and material combinations, maintaining clear and consistent communication was essential. We developed a comprehensive messaging framework that strategically structured brand, category, and technology messaging. This framework ensured uniformity across all key channels and territories.

Building on the newly established FLYTEC brand proposition and strategic foundations, we developed a clear and compelling creative campaign.

We defined the brief and crafted a campaign concept that resonated across both B2B and B2C audiences, ensuring alignment with FLYTEC’s core messaging and market positioning. This campaign served as a powerful tool to elevate brand awareness and engagement on a global scale and at key industry trade shows, such as Performance Days.

Rather than taking a traditional brand category introduction approach, we developed a dynamic and technically driven animated video. This bespoke animation was designed to clearly showcase the three distinct categories within the FLYTEC brand, Defend, Fusion, and Feel.

By focusing on a visually engaging and informative format, we effectively communicated the unique functions and benefits of each category, ensuring the content resonated with both B2B and B2C audiences.

Expanding on the brand category video, we developed a series of seven detailed animations, each focusing on specific FLYTEC categories and technologies.

These animations provided an in-depth look at the intricate features and innovations behind FLYTEC’s offerings, bringing complex technical concepts to life in a visually compelling and easily digestible format.

To enhance FLYTEC’s brand visibility and strengthen collaborations with brand partners, we developed a versatile suite of hang tags and bespoke iconography. Designed for flexibility, these hang tags allow partners to seamlessly integrate FLYTEC’s branding, while effectively communicating key product benefits.

This approach ensured consistency across various applications while maintaining adaptability for different partner needs.

”As a functional fabric and wearable technology solutions brand, FLYTEC has always been committed to reshaping traditional business models in the industry. However, clearly conveying our brand philosophy and being better understood is not an easy task. Brandwave has been with us as a close partner, helping us overcome this challenge, explore the best way to express our brand, and build a robust brand framework. This collaboration is the perfect embodiment of ‘Together, reshaping a better tomorrow’.

Karrine FangMarketing Director, FLYTEC