《the brand upgrading experience of DIDI Premier》
At different stages of the business development, the enterprise needs to focus on different issues. In the period of survival and development, the brand strategy should help the business to distinguish from similar competitors, increase sales and enhance the premium ability. Now, the DIDI Premier is here.
From the business perspective, the upgrading of brand is not only upgrade of products and service systems, but also the cognition upgrade of the Public to the Brand. The visual feeling created by the brand in the experience and communication will affect the consumer's “cognition” of the brand on the perceptual level. The good “cognition” will give people expectation which bring up a variety of consumer behaviors. The significance of building a visual system is not only to customize new clothes for brand quantity, but also to deepen the value of visually affecting users through sensibility, optimizing brand awareness in subconscious, transforming and accumulating consumption minds.
In this workshop, we will share the brand upgrading experience of DIDI Premier with you all, explains how to cut in from the perspective of business, inject a new soul into the brand “from 0 to 1” with the design language. At the same time, participants can also gain the value thinking of Internet design, and design and empowerment around business value, expand the design thinking, and solve the problem from the perspective of business.
You will learn the following things from the workshop:
1.“The visual value of brand”: The importance of brand image and the strategic significance of Brand Vision.
2.“The designing language”: Build the brand VIS, use the VIS to construct the enterprise barrier, the spreading and the visual focus under the VIS.
3.“The designing profits”: How does the self-worth of design reflect when the business goals moving forward
Workshop content framework:
1.Introduction to brand design and VIS
2.The value of brand design
3.The development of brand design
1.Process of project thinking
2.Macro: brand concept positioning
2.1. Research & Analysis
2.3. Exercise 1: Try to position the following brand personalities
3.Medium: design process
3.1.Transformation of the concept
3.2.Identification symbol extraction
3.3.Exercise 2: Try to give an example of a particular brand symbol
4.Micro: design expression
4.1.Logo design standard
4.2.Standard word design standard
4.3.Color system strategy
4.4.Auxiliary figure deduction
5.VIS manual and brand management
6.Brand visual expression in communication
The cases mentioned in this sharing will be: DIDI Premier logo design, VIS organizing，server image reform, scenario experience upgrading，the COSTA co-branding. From product experience to brand experience, from experience upgrade to cognitive upgrade, this is absolutely a full-link brand image re-engineering.
1、 Gathering & ice-breaker (background introduction, knowing each other, field investigation of brand design’s cognition)
2、 Target: How to build the brand visual identity system from 0 to 1
3、 Methods and case sharing: the process of “licheng brand rebuilding” from 0 to 1, ,including the induction and precipitation of systematic brand design ideas from three lays
4、 Practice workshop: group exercise 1: Try to position brand personality; Group exercise 2: Try to give an example of a particular brand symbol
1、Designer group: working on brand design&experience design
2、Group for experience: working on UE
3、Marketer group: working on marketing, operating, creating, etc.
1、Have an in-depth understanding of brand upgrading experience of DIDI Premier
2、Gain an insight into the values and profits of internet design.
3、Learn how to think about design empowerment around business value, expand the design thinking, and solve the problem from the perspective of business.
4、Understand the VI project construction process of in-house team