山乡文旅
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项目名称 Project Name:山乡文旅 Moutain Village Culture & Tourism

客户 Client :山乡文旅 Moutain Village Culture & Tourism

创作年份 Year :2020

创意总监 Creative Director :刘成科 / Chengke Liu

 

 

项目创作背景

Project Background

 

山乡文旅是一家定位开发乡村旅游的公司,总部设于桂林。在乡村旅游和互联网品牌崛起的背景下,乡山文旅确立了“打造一流智慧生态文旅产业”的新战略目标,致力于以互联网技术驱动乡村振兴去迎接挑战。

 

Shanxiang Cultural Touris a company that develops rural tourism with its headquarters in Guilin. Under the background of the rise of rural tourism and Internet brands, Shanxiang Cultural Tour has established the new strategic goal of "creating a first-class intelligent ecological cultural tourism industry", and is committed to driving rural revitalization with Internet technology to meet challenges.

 

 

项目问题与解决方式

Problem Statement and Project Solution

 

如何创造一个既体现现代智慧又传递人文精神的品牌形象,成为项目重要的任务之一。在与客户的团队的协作下,我们提取品牌名称中的“乡”字作了创意原点,创造了一个灵动的符号,它不仅体现了品牌定位和核心价值,而且作为一种象征符号贯穿于各种品牌沟通中。

 

How to create a brand image with modern wisdom and also convey humanistic spirit has become one of the important tasks of the project. In cooperation with the customer team, we extracted the word "Xiang"from the brand name as the creative origin and created a bright symbol. It not only embodies the positioning and core value of the brand, but also runs through as a symbolic symbol in the communication of various brands.

 

 

如何理解项目与“人文湾区∙温暖的设计”这一主题的关联性?

How does the project reflect the exhibition theme "Cultural Bay Area • Humanistic Design"?

 

随着社会经济的发展,城市与乡村之间,尤其是资源贫乏的地区差距越来越明显,山乡文旅通过搭建乡村旅游资源平台,积极探索“旅游+扶贫“的产业发展模式,通过创新的科学技术,打造生态环境美好的生活。

 

在技术突飞猛进的时代,依然相信“设计需要满足人的需要”,通过有价值的、温暖的设计做一些有意义的事情。

 

With the development of social economy, the gap between urban and rural areas, especially in resource-poor areas, is becoming more and more obvious. Through building rural tourism resources platform, Shanxiang Cultural Tour actively explores the "tourism + poverty alleviation" industrial development mode, and creates a beautiful life with ecological environment through innovative science and technology.

 

In the era of rapid development of technology, we still believe that "design needs to meet people's needs", and do something meaningful through valuable and warm design.