Client: XIAOMI

Case Study: Mobile Audio Brand Refresh for MIUI9

When Xiaomi first approached me back in early 2017, they wanted me to refresh their complete mobile audio brand for the upcoming MIUI9 software update. The existing sounds needed to better reflect the high quality and world-class design of the devices.

I project managed and led the design, and due to the size of the project I also hired an additional sound designer (Ben Lord). I first needed to create a design brief with the initial focus on the default ringtone refresh, the ‘MiClassic’ ringtone. The ringtone is extremely popular with ‘Mi fans’ throughout China and India especially, and our first task was to explore various creative directions.

This included the following:

Classic Refresh – Based on current tonality (mallet + acoustic guitar), but better

Acoustic – Based on 1 or 2 instruments only (e.g. piano, acoustic guitar, music box)

Electronic – Based primarily on electronic synths / subtle percussive loops – in specific style or genre neutral

Orchestral – Based on classical instrumentation, with a premium and sophisticated feel

In addition to this, all sounds created from the project should follow a set of design principles, communicated in the brief as follows.

Modern (we are a very current design – fresh yet familiar)

Refined (we only use the essentials – clean, no clutter)

Positive (we are quietly upbeat)

Friendly (we embrace and respect the ‘Mi fans’)

Confident (we are proud of the Mi Brand)

Functional (we are expertly designed for purpose)

After several rounds of explorations, the creative direction of the Mi Classic ringtone was agreed. Whilst the completely new directions were well received, we went for the Classic Refresh approach - simply taking the existing version and instrumentation and making it better – more refined and improved quality.

Once the direction was established, the rest of the sounds were worked on. This included the essential notification sounds such as Message Incoming and 3rdParty Notification. Other system sounds included Low Battery, Lock/Unlock, Charger Connected/ Complete/ Disconnected, and Key Press. Some examples have been included below.

In addition, I would also work extensively on interface sounds for the camera application. The camera was a key selling point for the Mi phones. I would produce several concepts and iterations whilst working closely with the Mi camera team for the optimization phase. The final version can be heard below.

Finally, we would create a number of additional ringtones and alarm clocks for the MIUI9 update. These would follow on from the tonality established with the Mi Classic refresh. One example included below.

For the final 2 weeks of this project, I worked on-site at the Xiaomi design office in Beijing. This allowed me to work closely with the MIUI9 design lead, whilst making it possible to optimize all sounds and do quick feedback rounds with the team. This was an essential and immensely beneficial stage of the project, contributing to the widely acknowledged success of the collaboration. All sounds were implemented and can be heard on the MIUI9 range of device. This includes the stunning flagship Mi MIX 2S and the popular Redmi Note 5 Pro. 

(Below) Working with the design team in the Xiaomi Beijing studio - images owned by Xiaomi