时间的碎片 /
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项目名称 Project Name:时间的碎片 Fragments of Time

客户 Client:Sense Team

创作年份 Year:2018

创意总监 Creative Director:黑一烊 Hei Yiyang

艺术指导 Art Director:黑一烊 Hei Yiyang

 

 

项目创作背景

Project Background

 

康戴里Antalis是世界领先的艺术纸张品牌,拥有250年历史。深耕中国市场20年,一直坚持以优质产品诠释艺术和印刷。随着电子技术发展,作为传统媒介的纸张面临着全新的挑战。在中国互联网传播语境下,这个百年纸业集团希望通过传播,让消费者看到品牌的坚守,得到消费者的信赖。

 

Antalis is a global leading brand in art paper with 250 years’ history. Deeply rooted in the Chinese market for 20 years, it always insists on quality products in art and print field. With the development of electronic technology, paper as a traditional medium faces new challenges. In Chinese Internet environment, how to use design to shape brand personality and draw the prospective consumers' attention and their memory?

 

 

项目问题与解决方式

Problem Statement and Project Solution

 

互联网时代下,时间从指尖溜走。时间看不见摸不着,而造纸是时间的沉淀,纸张记录着时间的痕迹。在设计工作中,纸是设计师灵感和设计经验的载体。因此,我们决定用纸张来唤醒人们对时间的关注,以艺术展呈现纸张的魅力。透过字体看见时间,透过纸张看见价值。

 

In the internet age, time slips through fingers. Time is invisible. Paper making is the art of time. Paper can record the traces of time. As to designers,paper is the carrier of inspiration and work experience. Therefore, we decided to use paper to raise people's awareness of time, and present the character of paper in art exhibition. Let’s see time through fonts, and see the value through paper.

 

 

创作过程 & 结果呈现

Creation Process & Result

 

我们从一家设计公司20年的作品中,挑选出12套字体,再设计出一套全新的字体。字体应用于纸张,研发台历、年历海报、书签、明信片。一个碎片,既是纸样也是产品。透过色彩、字体、工艺展示出纸张的魅力,增加消费者对纸张的好感度。纸是最美的艺术,我们延续纸张的时间性,策划了沉浸式艺术展。碎片群则汇聚成有时间的空间,引发人们对时间的思考。

 

项目获得50多家媒体主动好评报导传播,微信公众号、微信朋友圈、微博累积100万关注量,留言区充满对时间的感慨、对产品的好评。台历设计获得国内外16个奖项,增加产品的曝光度。三场艺术展带动纸张的曝光,促进了台历的销售。台历的使用,碎片记录的照片,自发产生二次传播。成功开启品牌与消费者的良好对话,有效提升品牌知名度与好感度。引发消费者思考,时间的意义是什么,如何欣赏时间的美。

 

From the work portfolio of a design company in 20 years,we chose 12 sets of fonts,and redesigned a new set. Fonts are applied in paper. A fragment is the sample and also the product. It shows the charm through color, character and craft and increase the satisfaction of consumers. Paper is the most beautiful art. We organized immersion art exhibitions and expand the time meaning of paper. The fragments are gathered into a space of time, evoking people's thinking about time.

 

More than 50 media reported the project. Wechat account and Weibo gained about 1 million attention and good comments on product. The calendar won 16 domestic and overseas awards. The exhibition promoted the exposure of paper. After using the calender, people showed the fragments on social media,thus spontaneously generated secondary transmission. We successfully created good communications between the brand and consumers, and effectively increase brand awareness. Let us understand the meaning of time and appreciate the time.