Huritt set out to redefine what “affordable premium” means in the smartphone market. Our goal was to create a device that feels refined, modern, and desirable — while staying within the constraints of a highly competitive price segment.
Through a blend of strategic design direction, market insights, and close collaboration with suppliers, the result was a product that unites visual sophistication with production efficiency. The final design highlights a clean, understated aesthetic, a well-balanced CMF story, and user-centric features like wireless charging, NFC integration, and hybrid SIM support.
This project illustrates how design management and cross-team orchestration can elevate a mass-market product into something aspirational yet grounded in real-world manufacturing realities.
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TEAM
Huritt’s strategy focused on developing a well-balanced smartphone that delivers a premium look and feel while remaining affordable.
The goal was to design for a user segment with high expectations in both aesthetics and performance, within defined cost constraints.
Our design direction was informed by extensive market research, user insights, and trend assessments, leading us to a clean, understated visual language built on carefully selected materials aligned with global trends.
Through interviews with clients, consumer behavior analysis, and competitive benchmarking, we identified a clear opportunity: users desired premium perception and trustworthy performance, yet at an attainable price point.
We also noticed the growing demand for wireless features and seamless usability — which became core to the design vision.
We defined the design challenge as:
“How might we create a smartphone that visually competes with premium brands, while maintaining production feasibility and cost efficiency?”
Key priorities were:
Refined and modern aesthetics
Strong material story (CMF)
Integrated essential technologies (wireless charging, NFC)
Manufacturing scalability and reliability
The team explored multiple directions blending visual minimalism with functional sophistication. Material and surface studies played a key role — we aimed to merge the feel of luxury with the logic of efficiency. Dozens of CMF trials were conducted to evaluate durability, reflection, and tactile quality, balancing user desirability and production constraints.
The final concept centered around a simple yet elevated form with modest, elegant lines.
Two key materials defined the Huritt identity:
Glass — to express refinement and a high-end character
PC (Polycarbonate) — to bring lightness, cost control, and practical appeal
Colour choices followed 2018’s strongest trends:
Deep Piano Black (highly polished) and Orchid Grey Metallic, creating contrast between sophistication and subtlety.
Laser carving on the side surfaces subtly accentuated the power and volume key areas, reinforcing both usability and tactile recognition.
Recognizing that design alone isn’t enough in the modern smartphone market, the team incorporated thoughtful technology choices:
Wireless charging for convenient, fast charging across devices
Integrated NFC system for comfort and connectivity
5.45” TFT IPS (18:9) display offering balance between size and viewing quality
Hybrid Dual SIM and MTK Quad-Core PCBA for efficiency and versatility
The product was complemented by a wireless charging dock, featuring a minimal symbol representing seamless connectivity.
During mass production, we encountered a colour film control issue on the glass component, linked to film complexity and tolerance limits.
Working closely with the CMF team and Chinese suppliers, we defined three controllable colour range limits and validated a consistent appearance for large-scale production.
Beyond product delivery, I supported the art direction for marketing, including web storytelling, lifestyle photography, and retail presence — ensuring visual coherence from product to promotion.
PROJECT INSIGHT
Behind every successful product lies a strong collaborative dynamic. This project reinforced the value of cross-disciplinary teamwork — aligning design, engineering, and supply partners under one clear strategy.
I learned the importance of resilience during manufacturing challenges, the necessity of transparent communication across teams, and the impact of maintaining a consistent design narrative from concept to market.
Special thanks to our client for their trust and commitment to pushing for the best possible outcome.
