Brand Visual Upgrade Service Business Transformation

With the gradual fading of Internet dividends, various Internet tracks are approaching saturation. In order to reverse the situation of homogenization, the public platforms began to take the step of transformation, trying to re-inject new vitality into the products through strategies such as reintegration of resources and adjustment of product positioning for segmented groups. Based on this background, the major Internet manufacturers invariably blew a whirlwind of "brand upgrading", and the word "brand design" once again seized our vision.

In the second half of 2020, the vivo game center business will re-integrate the platform's resources in the vivo ecosystem based on the positioning of "serving the full life cycle needs of vivo users' games", and provide users with corresponding game services in various scenarios that users need. However, with the continuous development of the business, the existing brand image of the vivo game center can no longer meet the needs of the rapidly expanding business, and the game center brand upgrade came into being.

This workshop will take the actual project of brand upgrade of vivo game center as an example to explain how to serve business transformation through brand visual upgrade, lead everyone to understand brand and brand design. This workshop will also introduce how designers can explore new brand positioning with the project team from a business perspective and a user perspective. The project team worked together to explore a new brand positioning, the whole process of brand visual upgrade of vivo game center, how visual design constructs a new brand visual system through design performance, and applies the new visual language in actual products to achieve a win-win situation between design value and commercial value.

The contents of this workshop mainly include:
1. Brand & brand design
1.1. What is a brand
1.2. How does brand design help growth - what is the relationship between business, brand, and users?
1.3. How to identify whether an Internet product needs a brand upgrade? Three demand scenarios for brand design of Internet products
1.4. Brand upgrade design process - vivo Internet brand design process

2. How to co-create brand positioning with the project team from a business perspective and a user perspective
2.1. Game center business transformation positioning
2.2. User portraits of game center products
2.3. How to use the brand pyramid model to derive the brand house

3. The brand visual image of vivo game center has been upgraded
3.1. Analysis the current situation of the brand, insight into industry trends, the relationship between vivo's parent brand, and combined with the core concept of the brand to clarify the brand design direction
3.2. Redefine the brand image of vivo game center from "shape, color, texture, structure, character"
3.3. Visual system construction of vivo game brand

4. Vivo game center brand product penetration and channel dissemination
4.1. Audience brand service awareness reach in vivo mobile phone ecosystem
4.2. Mental upgrade under the new product positioning

5. Brand visual design tips
5.1. Graphic creative methods
5.2. 10 ways to design fonts creatively
5.3, 9 composition methods

1、 Warm up
2、Course background introduction
3、Case Analysis: Explain the whole process of brand visual upgrading through practical cases: how to determine brand positioning, brand visual shaping process, brand business penetration, cognitive access and mental upgrading, etc.
4、Practical Interaction: Using the Brand Pyramid Model to Group Co-creation of Brand Positioning - Brand House
5、Q&A
6、Review & Summary

1、Junior UI Designer, Intermediate UI Designer and Senior UI Designer
2、Brand Designer, Marketing Designer and Creative Designer
3、nternet-related practitioners, those who are interested in Internet brands

1、Brand upgrade design process
2、How designers can co-create brand positioning with project teams from a business perspective and a user perspective
3、Brand Visual Design Methods and Skills
4、Brand penetration experience sharing