[Brand Design] A rare and unique brand activity IP case is here

In large Internet platform companies, maintaining and developing B-side customer relationships is crucial to the company's continued growth. This article will introduce in detail the design concept and visual construction of the "π salon" event IP and how to enhance brand influence and customer experience through this platform.

As a large Internet platform company, maintaining large B-side customers is crucial to the development of the company.

The "π salon" series of salons is a new boutique event IP created by 58.com Recruitment for major customers. π is a number that never circulates but can be infinite, symbolizing the infinite possibilities between 58.com and major customers. The event will provide customers with innovative content forms such as growth, healing, and parent-child, and is committed to establishing in-depth relationships with customers through offline scenarios, thereby promoting performance conversion. It is hoped that through high-quality event experience, the reputation IP of ToB events in the recruitment industry will be established, and the industry influence of 58.com will be enhanced. Through various types of activities, the stickiness of old customers can be effectively cultivated to promote performance improvement, and the trust of new customers can be established to achieve an increase in brand cooperation ratio.

In this context, in order to establish a word-of-mouth IP for ToB activities in the recruitment industry, the visual side needs to create a sustainable and reusable 58π activity IP visual framework, build a unified online and offline visual system, carry the brand's favorability and the emotional atmosphere of the activity, and establish a good image of the partner in the minds of B-side customers.

Offline activities are divided into growth, healing, and parent-child. The growth section refers to organizing some courses or forums for customers to participate in learning. The healing section is mainly to lead customers to experience life and relax. The parent-child section is mainly to organize customer families to participate in related activities organized by the brand.

1. Strategic Analysis

To create an event IP, visual symbols are essential. Symbolizing the name is conducive to creating visual memory of the IP, so we started the visual exploration from the name.

Icon style setting

When creating an event IP, in addition to visual symbols, the main visual is the best way to reflect the overall visual tone.

Since our activities are aimed at B-side KA customers, the visual tone in the past would present a commercial and calm tone. However, this time, we want to weaken the commercial and calm tone, and want to have fun with users to create a high-quality but relaxed visual tone.

Therefore, the key words for this time are grandeur, emotional expression, high quality, youthfulness, and ease.

Visual tonality keywords

2. Program Output

Based on the tone determined above, we produced multiple draft plans.

Partial draft plan

After multiple rounds of screening among many solutions, we determined the optine6 solution, and then refined and adjusted it on this basis. It also inherited the desirable features of other solutions.

It inherits the brand gene of 58.com, and at the same time uses the English handwritten form of salon to bring a sense of ease to the rigorous and regular icon.

We packaged the growth chapter, healing chapter, and parent-child chapter into three seasons, namely the growth season, healing season, and parent-child season. In the growth season, we focused on professionalism and quality in terms of visuals, in the healing season, we created a more relaxed and high-quality atmosphere in terms of visuals, and in the parent-child season, we focused on creating a warm emotional atmosphere in terms of visuals. At the same time, considering the implementation of different activities, each season must have its own set of KVs with different themes, so the final visual structure consists of the main visual + the main visuals of each season, which can meet the online and offline usage needs of different activities.

Final main visual and standard color

The main visual scene of each season is different, but the picture structure is basically the same, and the scene emotions are fully expressed. The visual effect of the picture can make customers feel a relaxing and healing atmosphere.

In the application, we intercepted some strokes of π as extended elements, and used the main visual image and the handwritten salon as a fixed format template.

Determine the template for each season, with different content but the same visual hammer.

Partial landing screen

3. Final Thoughts

As brand actions become more diverse and activities become more abundant, new requirements are put forward for the brand's visual integration ability. "58 π salon" is an attempt for us to help maintain B-side big customers. There is relatively ample space for visual display. At the same time, this is also an ongoing activity. As subsequent activities proceed, it may provide us with new ideas and challenges. We will organize the content at this stage to provide an idea and sample for the visual construction of similar activities in the future. ‍‍‍