EMUI 9 DESIGN STORY : Enable A Quality Life

Enable A Quality Life
Master created EMUI 9 design story inspired by nature of Scandinavia. It was born with a minimalist natural design to harmonize technology with humanity. Technology & innovation is a main key words for Huawei. The design story is to balance this with more natural and humanistic style. The unstated message is that with good and efficient technology you have time to live a good life style.
EMUI 9.0 features a simplified design to reflect natural elements and nature’s sound. Our inspiration comes from blending natural colour transitions and light and shadow with mountains, ocean water, glaciers and stones to form a translucent visual presentation.
Design language is with performance, timeless art, dramatic shadow and light, northern nature, natural materials and colors. Dramatic open landscapes view from a distance and above. Focus on family, friends, free leisure time, out door activities in nature. Subtle luxury life as defined ‘hidden luxury’ values besides money, quality of life. It represents the good quality and balance of life, have time for family and friends and enjoy nature. The characteristic of home environment is high end, minimalistic, close to or in nature and out door environment is calm, open spaces with forest, water, mountain, and northern lights. People clothing style is high-end but casual, comfortables shoes and clothing. The feeling of going for a walk from the office to the nature directly. Nature is a part of your life style. Dramatic shadow, light and shadows are an important part of the design language and illustration style. Speed and performance is an important part of the design language with quick transition on calm.
The tonality of EMUI 9 design story is recognized in the stylized manner of simple, personal, and natural.
Credit
Client: Huawei Technologies Co.,Ltd.
Creative agency & Production: Master
Creative Director: Dongho Lee
Producer : Soyoun Jeon
Design & Animation : Jongwha Yang, Aerum Noh, Yeonsoo Kim, Hyunjin Jung
Compositor: Eunhye Ko, Hanna Lee, Sunmin Hong
Editor: Junghoon Seo, Yohan Kim
Music: ‘The Ocean Ft. Shy Martin’ by Mike Perry
Live action Director : Dongho Lee
A. Director: Joohee Park
D.O.P. :Sangsik Yoon
Local Live action production: Nafta Films in Estonia