3CDesign - JD Electronics 618 + JOYIP（IP2.0）- 3C DESIGN－鑽石舞台

Introduction

In order to actualize the transfer of creativity into commercial design, Jingdong (JD) 3C design team supports the JD Retail 3C Home Appliance business group through user experience, marketing, interaction, branding, research, and front-end code design. The group creates designs for the JD 6.18, JD 11.11, and JD appliance marketing categories, including campus, communication, computer, home appliance, and accessory. Overall, this creative design team is focused on the commercial viability and value of the designs.

Work Thought Model

Design Thinking: The goal of the design team is to think and carry out the concept, JD Electrical Appliances Mind-Building, from three latitudes creating memories, scenes, and momentum.

This article "JD 618 + JOYIP (IP2.0)" will be narrated from four directions: project background, visual creativity, omni-channel dissemination of JD's IP2.0 image, summary and experience. It takes about 8 minutes to browse and read.

I. Project Background

1. Background Introduction - Overview of JD Electronics IP1.0 Image

Overview of JD Electronics IP 1.0 Image: JOY image will serve as the primary body of the design in order to create a consistent and youthful brand image for JD Electronics, in addition to attract the attention of young people. By incorporating the entire 3C home appliance category into the new scene, cross-category joint scene is realized.

2. Core goals

Based on the JD Electronics IP1.0 brand image, we will continue to develop a young brand image and expand and enhance the JD Electronics brand voice, based on the marketing topic of brand mind and voice, youthfulness, and service.IP2.0 is designed with youthfulness as the core, creating service high-end, family, Generation Z, and other usage scenarios, and establishing JD Electronics IP marketing position.

2. Visual creativity

3.Multi-channel communication

4. Summary

This time, JDElectric 618 + JOYIP (IP2.0), from project establishment, design to blind box production and application, to online and offline omni-channel communication, through different creative forms and game-play, emotional communication, and the close cooperation of students from multiple departments, While better assisting business improvement, it also spread the theme of "Brand Mind and Voice - Rejuvenation - Service", and continued to increase the voice of JD.com's brand.The IP image will continue to be optimized and iterated following the development of operational strategies, visual performance and other factors. We will also continue to explore more possibilities for the JOYIP image, explore more creative expressions and forms of communication, and better help enhance Jingdong Electric's "brand mentality" With the main theme of volume-rejuvenation-service".Finally, please enjoy the promotional video and 3D naked-eye large-screen video of Jingdong Electric 618 + JOYIP (IP2.0):

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