Hisense is an established manufacturer of consumer electronics operating in China since 1969. In 2008, Hisense started exporting its products into the Israeli market. Following extensive research it was decided to position the Hisense brand as the leading Chinese consumer electronics brand in the world. The leading slogan chosen was "See the future wisely" and the supporting visual language was a combination of Chinese traditional symbols (such as the dragon and the lotus) but placing them in a new contemporary design style thus communicating the relationship between old tradition and new technology.