We set the stage for China’s leader in mobile security to expand beyond the country’s borders.


In 2010, NetQin, a leading provider of mobile security software, was named one of the “10 Start-Ups That Will Change Your Life” by Time magazine. Yet, despite the accolades and its position in recent years as a global player with accounts in 150 countries, NetQin found itself with uneven market shares. While on top at home in China, it still trailed competitors in many countries. The company realized that turning things around called for bold, decisive measures—especially in a market changing as rapidly as mobile security.


We quickly concluded that NetQin faced several immediate challenges to global expansion. To make the brand more accessible to a wider, more international audience, we first gave NetQin a new name: NQ Mobile. Next, through quantitative research and stakeholder interviews, we uncovered NQ Mobile’s unique position as a provider of mobile-phone-specific software that delivers a higher order of security. With those results in mind, we developed a new brand promise: “Securing a more personal mobile world.” We also developed a new tagline: “Safeguarding your mobile world.” Finally, we designed a visual system, incorporating graphic devices that elevate the promise of security in communication, and using a young and dynamic color palette to set NQ Mobile apart from the competition.


The new NQ Mobile brand was launched to much acclaim at CES International, a high-profile consumer technology event. There, NQ Mobile’s creative director credited much of the new brand’s success to the strength of the visual story, calling it “a great foundation for the brand in the future.”

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