Westlake Impression Brand Image by Chao Yang |
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| DESIGN NAME: Westlake Impression PRIMARY FUNCTION: Brand Image INSPIRATION: The performance is a live performance with the West Lake as the background. The cultural and artistic performance blending the East and the West is held on a square stage about 10cm below the water surface of the West Lake. The square stage and the window for urban cultural promotion became the main concept of my design. UNIQUE PROPERTIES / PROJECT DESCRIPTION: "Impression West Lake" is a performing arts brand. In 2016, entrusted by the Ministry of Foreign Affairs, the G20 Hangzhou Summit designed and arranged a performance of Hangzhou, which was highly praised by the heads of 20 countries. In this project, the design team tried to make a set of VI without logo. A decentralized design method is proposed, that is, to eliminate the logo as the center of visual recognition, and turn to the system design method of forming an identity with graphic groups. OPERATION / FLOW / INTERACTION: Combining stage works with colourful sound and light, combining the stage with reflections in the water to produce a unique visual art effect, the weaving of the Chinese and Western stages. PROJECT DURATION AND LOCATION: The project starts in Hangzhou in August 2020, in Hangzhou in February 2021 and will be presented in Hangzhou in April 2022. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: It has significantly enhanced the recognition of the brand image and customer favors. Help enterprises were selected by the State -owned Assets Supervision and Administration Commission of the State Council of the People's Republic of China to release the "Typical Cases of 100 State -owned Enterprise Brands in 2021", including only 31 local state -owned enterprises, 2 Zhejiang Province; Recommended and used as a monthly review case; dynamic performing arts video was reprinted by multiple design numbers and video numbers. SPECIFICATIONS / TECHNICAL PROPERTIES: Combining stage works with colorful sound and light, and combining the stage with reflections in the water to produce a unique visual art effect, the weaving of the Western and Chinese stages. TAGS: Brand, Poster, Logo, West Lake, Traditional Culture RESEARCH ABSTRACT: "Impression West Lake" is not only a performing arts company but also a real landscape performance created by the "Iron Triangle" team of directors Zhang Yimou, Wang Chaoge and Fan Yue. It has performed 3,000 performances in total and received 2.9 million audiences. In 2016, entrusted by the Ministry of Foreign Affairs of the People's Republic of China, the original performance "Impression of the West Lake" was revised into "The Most Reminiscence of Hangzhou", and performed as a project of the G20 Hangzhou Summit. The first performance was highly praised by the heads of 20 countries. The performance was broadcast live on the Internet and on television and gained worldwide attention. From May to December 2017, nearly 400,000 visitors were received, with an average attendance rate of more than 80%, of which more than 20% were overseas visitors, and sales hit a record high. "Impression West Lake" has also started a new journey towards international development from the original local tourism. CHALLENGE: After investigation, we found that the most impressive of the brand was a square stage hidden in the waters of the West Lake. When the lights were secret, the actors jumped with the music on the mirror -like lake and jumped with the music of "Liang Zhu" and the "Swan Lake" performed by the Ballet's performance. A total of ten actors of the performance were completed on the water, which was significantly different from the real product. ADDED DATE: 2023-03-03 07:06:43 TEAM MEMBERS (1) : IMAGE CREDITS: Chao Yang, 2022. |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Zhejiang University of Finance & Economics PROFILE: Zhejiang University of Finance & Economics, located in Hangzhou, Zhejiang Province, is a full-time general higher education institution with economics and management as the main subjects and coordinated development of multiple disciplines, a provincial university in Zhejiang Province, the second batch of key construction universities in Zhejiang Province, and a member of the Yangtze River Delta New Business Education Alliance. |
| AWARD DETAILS | |
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Westlake Impression Brand Image by Chao Yang is Winner in Graphics, Illustration and Visual Communication Design Category, 2022 - 2023.· Press Members: Login or Register to request an exclusive interview with Chao Yang. · Click here to register inorder to view the profile and other works by Chao Yang. |
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