Guangzhou Metro Spirit 燈箱海報 by Zhaohui Lu

Guangzhou Metro Spirit 燈箱海報 by Zhaohui Lu is a highly esteemed winner of the very prestigious 2023 A' Design Award 銅獎 in 廣告設計 Competition Category.

銅廣告· 2023

Guangzhou Metro Spirit 燈箱海報

by Zhaohui Lu

Client: Kscope Design

A' Design Award 銅獎 Winner in 廣告 Category

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Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Guangzhou Metro Spirit 燈箱海報

《廣州地鐵精神》係為城市地鐵系統創作嘅一系列燈箱海報。海報展示咗年輕工作者喺科技、服務、設計、建設同文化等場景入面嘅形象。強烈對比嘅色彩、大膽嘅圖形同精簡嘅文字，令呢個系列呈現出現代同年輕嘅視覺風格。每張海報均採用亞加力膠板同高亮度LED燈製作，能源消耗低。二十四個地鐵站入面，每站均安裝八張海報。呢個系列充分展現咗地鐵服務嘅專業性同多元化。

The Recognition

About the A' Design Award 銅獎

Guangzhou Metro Spirit 燈箱海報是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Guangzhou Metro Spirit 燈箱海報將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Guangzhou Metro Spirit 燈箱海報出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The lightbox posters for Guangzhou Metro showcase the professionalism and diversity of its services through modern young enterprise workers. The project draw inspiration from the fast-paced life of cities and the working attitude of young people, creating a vibrant and youthful feel with contrasting colors, graphics, and simple text. Scenes such as technology, service, design, construction, and culture reflect the professionalism and diversity of Guangzhou Metro. Total of 24 stations in the city, with 8 posters in each station
Dimensions & Packaging: Dimensions: H140mm x W280mm
Material: Acrylic
Backlight source: High-brightness LED lights
Power consumption: Low-energy consumption
Tags: branding, photography, acrylicmaterial, lightboxposters
Production Technology: The equipment used in this project is a Fujifilm medium format camera and lenses for shooting and Adobe Photoshop software for post-processing to achieve the best image results. also used equipment like softboxes and reflectors to enhance the lighting and achieve superior photo quality.Our design uses high-quality acrylic and LED lights for the lightbox posters. We prioritize environmental friendliness and sustainability by selecting low-energy LED lights and eco-friendly techniques and materials for the acrylic production.
Design Challenge: One of the biggest obstacles the team faced was finding a balance between modern design trends and the traditional Chinese culture that Guangzhou Metro embodies. The team had to explore different design directions and concepts, experimenting with various color schemes, typography, and visual elements until arrived at the perfect solution.Other internal factors that influenced our creative challenge included budget constraints, time limitations, and the need to satisfy the client's expectations while staying true to our creative vision. External factors such as the availability of production technologies, legal regulations, and market competition also presented challenges that required careful consideration.
Research: For our branding design project, the team conducted extensive research to ensure that the design meets the needs of the client and the preferences of the target audience. The research includes the following:
Type of research: market research, user research
Research objectives: understand the elements and forms required for Guangzhou Metro's image advertising, analyze the preferences and needs of the target audience, and determine the design direction
Research methodology: online surveys, in-depth interviews, focus group discussions, visual analysis
Data collection and research tools: questionnaires, interview records, focus group records, visual documents, brand archives
Participants or experiments: Guangzhou Metro employees, Guangzhou Metro passengers, Guangzhou residents, branding professionals
Results: Based on the research results, the team designed a series of proposals for Guangzhou Metro's image advertising, and after discussion, evaluation, and improvement, finally determined the best solution.
Insights and impacts: Through research, the team gained in-depth understanding of Guangzhou Metro's brand image, proposed some important insights, and provided better ideas for the client's brand design. At the same time, the team design brings real business value and social impact to the client, enhancing Guangzhou Metro's brand image and reputation, and inspiring employees to make more contributions to the development of Guangzhou Metro.
Inspiration: The fast-paced life of modern cities and the working attitude of young people.
The diversity of Guangzhou Metro's services and the professionalism of its employees.
The need to create a modern, vibrant, and youthful feel for the lightbox posters, in order to attract the attention of passengers and communicate the brand image of Guangzhou Metro.
The use of strong contrasting colors and graphic elements to create a bold and impactful design.
Project Duration: The project started in April 2022 in Guangzhou China and finished in May 2022 , and was exhibited in Pedestrian passage of Metro Station in May 2022.
Operation Flow: The project have chosen various scenes, such as technology, service, engineering design and construction, and culture, to showcase Guangzhou Metro's professionalism and diversity. Each poster consists of one or more images of young workers, reflecting their professional image and spirit.The work has successfully conveyed Guangzhou Metro's service concept and brand image, receiving praise from clients, passengers, and the industry.
Patents: Copyrights belong to Guangzhou Metro, 2022
Image Credits: Image #1 : Creator / ZHAOHUILV, Guangzhou Metro Spirit, 2022
Photographer / HAIMINGTAN , Guangzhou Metro Spirit, 2022.