爱尔视光品牌全案 ｜ 飞向更蔚蓝的视界
Aier Ophthalmology Brand Full Cas │ Fly To Visual
Aier Ophthalmology is the only brand in China with both medical professional background and national chain advantages. We have carried out comprehensive thinking and brand combing for this, and carried out a complete brand strategy building,
VI upgrade and new SI design for it.
As a leading brand in the ophthalmology industry, Aier Ophthalmology should be a leader with a high sense of responsibility and mission, standing at the height of guidance and inspiration to inspire young people." ——D&M’s view
＊消费者洞察 Consumer Insight
Aier Ophthalmology is mainly aimed at children and adolescents aged 6~17, who are in the stage of learning and growth.They have just avoided learning but are also caught up in games, using their eyes extensively.We believe that the functional and emotional value of a brand should be constructed based on the needs of target consumers. What they need is not only myopia prevention and correction, but also a strong voice reminding them to stay away from electronic screens and go outdoors more.
＊社会痛点关联 Social Pain Point Association
The state has promoted the "double reduction" policy and the APP youth anti-addiction model to fully implemented, hoping that future teenagers can properly withdraw from the screen to discover more interesting things and explore more possibilities for growth.
＊品牌独特利益Brand Unique Benefit
Aier Ophthalmology advocates the sharing of global ophthalmic wisdom, so that all people, regardless of wealth or poverty, can enjoy the right to eye health.We believe that Aier has done a great job in integrating global ophthalmic wisdom, including ophthalmologists, advanced instruments, cutting-edge technology, and theoretical research. However, if it still stay on this, it is likely to fall into the trap of value homogenization in the future.
D&M thinks, as a leading brand in the ophthalmic industry, Aier Ophthalmology should focus more on ESG development at this stage.
On the one hand, it leads the industry and promotes the benign development of the industry, allowing peers and upstream and downstream partners to see more goodwill and possibilities;on the other hand, to guide and enlighten consumers, Aier is not only an ophthalmologist, but also should play the role of an educator, guiding teenagers to stay away from the screen light, embrace nature and health.
is myopia prevention and control,
but also guidance and enlightenment.
What is the strategy system we propose?
What kind of natural light is good for vision?
We must look for the answer from a scientific point of view.
Build Aier Ophthalmology brand differentiation with "Blue" as the core.
Aier Ophthalmology brand positioning
Using "Blue" inspiration technology to prevent and control myopia.
Name the Aier Ophthalmology
Eye Blue Ophthalmology
Aier Ophthalmology SLOGAN
Fly To Visual
The Value System of Aier Ophthalmology's "Blue Theory for Myopia Preve
Concept First：Blue Eye protection exercise
Technology assistance：Blue Myopia prevention and control technology
Service-oriented：Blue Myopia prevention and control services
The Discourse System of Aier Ophthalmology's "Blue Theory for Myopia Prevention and Control"
Brand level：Go to the Blue, but also go to the Aier Ophthalmology.
Technical level：Proposer of "Blue Theory for Myopia Prevention and Control".
Service level：Cure myopia prevention and control, starting from blue.
Aier Ophthalmology Brand personality
Powerful and full of exploratory spirit
Innovative and full of humanistic care
Aier Ophthalmology Brand DNA
Inclusive, Open, Free, Healthy
Aier Ophthalmology Brand Story
A brand story full of goodwill and inspiration.
Aier Ophthalmology is the proposer of "Blue Theory for Myopia Prevention and Control", it is a brand that is full of surprise and awe towards the blue sky above, guiding and inspiring myopia prevention and control.
Aier Ophthalmology firmly believes in "using Blue inspiration technology to prevent and control myopia", and hopes that children and teenagers can go to blue and explore more possibilities for growth, rather than immersed in teaching materials and electronic screens.
Completing the brand core carding is only the first step, and the next step is to convey the brand core through the most intuitive visual expression.Around the core concept of "going outdoors and getting close the nature"sorted out in the early stage,to screen materials that meet the brand, so as to create a unique brand symbol of Aier Ophthalmology.
"What we hope to create is a visual carrier that can connects the past and also points to the future."
Under the double verification of perceptual intuition and rational thinking, we extracted the paper plane representing childhood and the sky and earth facing the future to create the visual symbols of Aier Ophthalmology for the design prototype.Following the trend with the flat and simple design style, the round shape symbolizes beauty and inclusiveness, and the technology blue and clear blue not only represent professional and vitality, but also the main colors of the earth and sky.In the vast and boundless world, the paper plane carrying the dreams of millions of young people will finally set sail, flying youth and vitality, and embrace the beautiful blue world.
Extension and Multiple Possibilities of LOGO Symbols
VI Application display
Constructing a Unified Context with Blue
The overall space design takes "Blue" as the core and paper plane as the visual hammer to create an inclusive, open, free and healthy visual place. In a narrative way, the spatial experience is divided into three levels: [Discovering the blue] [Exploring the blue] [Embracing the blue].It makes the space form an organic whole in terms of emotional relevance and timeliness, endowing the single space with narrative communication and the continuity of moving line.
Inside is outside, enter a dialogue around the core.
"Natural light gives space character and also gives life to architecture, otherwise no space is truly exist."
——Contemporary architect Louis Kahn
The dialogism in space itself is intangible, and the core of a brand also exists and is shaped invisibly.The interior and exterior formed by the isolation of the large area of floor-to-ceiling glass are wrapped in "Blue", which is not only the self-expression of the internal individual, but also the outward exploration of the theme of openness and freedom, the inside is the outside, and the outside is the inside.
"In my childhood memories, I had the most profound architectural experience, and in my later architectural works, I often reflected on the atmosphere and intention from the memories of that time."
——Peter Zumthor talks about his childhood memories in Switzerland
Starting from childhood memories, we find the paper plane representing freedom and exploration as a super symbol of space, is simple and eye-catching.The visitors seem to have discovered an unreal and very real world, curious and cheerful, inspiring teenagers to imagine more wild imagination in the spirit of space presentation, and invisibly forming a unique dialogue system and a "spiritual symbol" with emotional memory.
The weight of a piece of paper flies to a different height.Projecting dreams into the sky, interpreting the joy of youth.
The wooden staircase leading to the second floor is like a ladder to the "future world".The large installation wall constructed from countless wooden square boxes emphasizes "exploration and search", and is once again extended with the design language of origami, showcasing the beautiful creatures of all things, like vivid and changing expressions.Under the warm colors, there is not only the beauty of art presentation, but also inspired the desire and longing of children and teenagers for the future world.
The waiting area is located at the core of the second floor of the space, with the simplest elements of arc and circle, forming a sense of convergence and centripetal force. With the concentric circles lighting on the ceiling, it seems to grow out of the space, and with a strong upward force, it will continue the space indefinitely and trigger reverie.When immersed in it, the natural growth state inspires teenagers to grow healthily and discover a more distant future.
Light wood color gives a warm, healthy, and inclusive feeling, gradient blue gives a friendly, free, and technological feeling, and white gives a professional and open feeling.The overall create a sense of technological professionalism and futurism implies the subtext of "the entire process is as precise as physical and chemical experiments".
When emphasizing the dialogue between internal and external spaces, it creates a new, three-dimensional and emotional connection, surface guidance and inner enlightenment, so that young people can have infinite pure blue imagination in a beautiful space.
As a public company and the top 1 in the field of ophthalmology, Aier needs to put forward suggestions from a higher perspective to undertake care and tolerance for the next generation.Therefore, we hope to convey the concepts of inclusive, open, free and healthy in visual communication and spatial experience, guiding and inspiring young people with a spirit of exploration through "Blue", flying towards a more blue visual, and seeing more surprises and possibilities.
D&M adhering to the design concept of "making retail innovation more fun and effective" ,focus on brand upgrading and space creative experience design in the new retail field. We are committed to creating top-notch retail space creative experience and brand marketing visual design for forward-looking clients in different industries, create top- notch visual design for retail space creative experience and brand marketing promotion.
Project name：Aier Ophthalmology Clinic
Client：Aier Eye Hospital Group Co., Ltd
Designer：D&M (Guangzhou) Creative Design Co., Ltd
Designer Team：Qiu Qiping,Li Donghui,Yuan Shanming,Sheng Wei,Li Yuqing,Tang Yin
Visual & Media management：Li Fan,Yuan Qi'an
Written by：Fu Baolan