Awaken the Inner Artist | Opening Campaign 2020
Yuezhifei is a Music & Art school that focuses on art education for children in Inner Mongolia, China. Started and led by a piano professor, the school has been focusing on educating and promoting art education for 15 years.
In the design process of understanding the project goals and scopes, we discovered a social perception of seeing art education as extracurricular activities whilst school academic is more prioritized. As students enter Secondary School, parents place their investment in academic tutoring instead of art education. In this rebrand, we are keen to bring the message that art education is not only a talent skill but a creativity seed planted for personal development and betterment into adulthood.
We extracted a series of keywords to set the brand's personality: avant-garde, artistic, confident, inspiring, and passionate. We imagined Yuezhifei's logo as a portal to limitless futures, the bold and striking line represents a discovery door into the art world.
乐之扉艺术是一家位于内蒙古，以少儿艺术教育培训的综合艺术学校。
于2005年有一位钢琴教授发起，拥有十五年的艺术教育实践和探索。
在与客户沟通中深入了解其在这次扩展机会的目标与期望，我们发现当地家庭对艺术教育持有刻板印象，并更多视艺术教育为一项课外活动。我们将此教育挑战转化为一个教育机会 — 通过创造环境、建立关系，将艺术贯穿生活的点滴，唤醒感知美好的能力，挖掘自身无限的潜力。 为了与目标群众沟通，我们为其提炼出与艺术和教育相关的关键词：前卫、艺术感、感染力、自信、交互的、热情。我们将乐之扉艺术想象成通往无限可能的通道，大胆醒目的门框图标代表我们对自我发现的重视。
