In this set of cases, I defined the brand style of the entire new energy product line through the Quick BI brand case. At the end of the work, I shared some experiences of branding in Internet companies.
"Brand equity" is a company's core assets. The brand equity that I understand is composed of "brand credibility" and "brand reputation". Both play different roles in different stages of product use.
Designers should have the consciousness of building brand equity, combine "experience design" and "brand design" to build the core competitiveness of the brand. In this set of cases that I presented, I constructed the brand equity of the entire new energy laboratory through Quick BI's brand-wide design. Through the display of this set of cases, I also talk about my understanding of building brand equity.
1. Business Concept
What you see is just 1/6 of all creation
新能源实验室是基于阿里多年建设数据中台的技术，沉淀出一套解决行业数据处理的产品群，我们力求将纷繁复杂的数据加以规范定义和分类，以最直观、清晰的方式展现给用户。正如一个方盒，你所看到的，只是全部创作的1/6。你所体验到的便捷，背后是整个新能源团队的创新与努力。
2. Experience Strategy
Multi-Dimensional Information Display
The new energy laboratory's product group faces a huge B-end data analysis group. All of our service industries cover new retail, tourism, and new media... The user group also includes engineers with professional skills and PDs with industry experience. The use scenarios are also rich and varied. This requires that our information display strategy can also adapt to multi-dimensional user demands.
I have redefined the experience of two core products of the New Energy Laboratory to define the experience specifications of all our product lines. Using the square box as a carrier of information, the user's usage scene is subdivided, and one side of the square box information is displayed in a targeted manner to achieve the effect of displaying data in multiple dimensions.
3. Visual Tone
Multidimensional Space Display
In terms of visual tonality, I extend the intention of the square box to the display form of multi-dimensional space, and any graphic elements follow the unified and rigorous perspective rules. Whether it is Logo, auxiliary graphics, interface design, official website, promotional video... Square box elements are ubiquitous, so that the entire product is closely related to our product concept from visual tones and experience strategies to form a closed loop.
Based on the logo, I extended the design of the mascot. The geometric outline is also very memorable, and the lack of expression and extensibility of the limbs can also be compensated by the form of skin expansion (similar to the expansion form of QQ and Amoy dolls).
The layout style in the product is also consistent with the visual tonality of the multi-dimensional space, such as the business process display in the creation area of the following figure:
In the design of the official website, I added new thinking on the basis of using the overall tonality: with the user's usage scene as the core, the user is enlarged to make it closer to the real office scene, thereby strengthening the brand's sense of professionalism.
In the promotional video, I also followed the visual tonality of the multi-dimensional space, using geometric objects to show abstract business concepts.
The brand design of Internet companies is different from that of traditional advertising companies. On the one hand, we have fewer offline usage scenarios, and more need to consider the penetration of brands in products. On the other hand, Internet companies will require designers to have A deeper understanding, so the designer should combine experience design and brand design, as I said at the beginning, to have a sense of brand equity. Welcome to leave a comment in the comment area.
