《海基伦超级符号创作》

by 广东中智华纬管理咨询有限公司

《海基伦超级符号创作》

项目背景:

海基伦作为中国幼教家具头部品牌,海基伦思考如何从2亿拓展到10亿?跳开幼教家具看泛家具行业,思考民用家具从单品全屋定制(实现空间整合)。

海基伦升维出圈,在幼教领域率先占领品类。从卖产品到卖空间规划方案,提升产品客单。率先定义“幼教空间规划师”,拉伸品牌格局,提供幼儿园“空间规划”方案。幼教空间规划师围绕 6 大空间(教学空间;功能空间;公共空间;户外空间;托育空间;办公空间)做核心规划。

创作思路:

我们的创作锁定全新品牌战略升级定位(幼教空间规划师),用超级符号思维进行品牌视觉升级(降低品牌传播成本,易记易读),传承原有品牌视觉基因(h),使用全新的创意概念(向世界说”hi”)进行创作设计。

《HI KELOVE Super Symbol Creation》

Project context:

As the head brand of preschool education furniture in China, HI KELOVE thinks about how to expand from 200 million to 1 billion yuan?Jump off the preschool education furniture to see the general furniture industry, think about civil furniture from the single product whole house customization (to achieve space integration).

HI KELOVE dimension out of the circle, in the field of preschool education in the field of occupation category.From selling products to selling space planning plan, improve product customer list.Take the lead in defining the "Preschool Education Space Planner", stretch the brand pattern, and provide the kindergarten "spatial planning" program.Preschool education space planner makes the core planning around 6 large space (teaching space; functional space; public space; outdoor space; nursery space and office space).

Creative ideas:

Our creation locks the new brand strategic upgrade positioning (preschool education space planner), use super symbol thinking for brand vision upgrade (reduce brand communication cost, easy to remember and easy to read), inherit the original brand visual gene (h), and use a new creative concept (say to the world "hi") for creative design.

Prize

Silver in Home & Garden 2022

Created by:

Lead Designer

谭小鹏

Design Company

广东中智华纬管理咨询有限公司

Design Team

广东中智华纬管理咨询有限公司