这是一项与上海贸易区管理委员会合作的项目，对陆家嘴金融城进行整套品牌形象系统设计及施工。 This is a cooperation project with Shanghai Lujiazui Financial and Trade Zone Management Committee: systematically design and build the whole brand image of Lujiazui Financial City.
在这个标示运用设计中，我将基础标志结构，上海浦东新区全景图，以及现代舞蹈进行结合。 舞蹈造型，灵感来源根据莎士比亚名著改编的现代芭蕾梦幻之作《仲夏夜之梦》的舞者原型。现代芭蕾《仲夏夜之梦》用简约到极致的舞美，梦幻似的音乐，融合新古典主义和现代舞元素的肢体语言，表现了莎翁笔下的经典故事，与陆家嘴金融城背后品牌故事非常吻合。于是，我运用了充满了先锋的色彩，极其有张力的舞蹈动作使得这个图像格外饱满。其中舞蹈中展现“孩子般想要萌芽的冲动”也与陆家嘴金融城快速成长发展概念一致。 In the process of logo design, the author combines basic logo structures with the panoramic image of Pudong New District and modern dance. The dance poses are inspired by dancers of A Midsummer Night’s Dream – a modern ballet adapted from Shakespeare’s masterpiece. The ballet combines extremely simple dance moves with dreamy music, neoclassicism and modern dance, which reproduces Shakespeare’s classic story and fits the brand story of Lujiazui Financial City. Thus, I adopts vanguard colors and powerful dance moves to make the picture more vivid. The dance demonstrates the impulse of growth, which is consistent with the rapid development of Lujiazui Financial City.
室内广告牌使用LED灯箱，当群众靠近该装置的时候，舞者的动作开始发生变化：轻柔的舞蹈动作的同时主体logo也会进行选择放大。这样提升广告的传播效果以及受众对陆家嘴金融城的感知与评价。达到一是体验品牌，二是体验观念的效果。 Indoor billboards are mainly LED light boxes. When the audience gets close to the device, moves of the dancer will change. In the meantime, the logo will be amplified selectively. This reinforces the communication effects of ads and enhances the audience’s awareness of Lujiazui Financial City. In this case, the audience can experience the brand and concepts simultaneously. 室外用宽屏幕LED及光电材料进行投放 a.上海浦东建筑群作为背景，东方明珠塔在该图像的3/4处来保证图像黄金比例 b.前端舞者设计用跳跃的红色吸引受众的眼光，整体造型是向上的，寓意蓬勃发展，裙摆自然形成的一个心的形状将受众与该品牌进行心理关联. c.logo和文字是设计在介于背景图想与舞者两者之间，起到平衡整体设计以及宣传的作用。这种行为介入所带来的体验往往是全面而又深刻的，既可以包括视觉、触觉的，也可以包括知觉和思维。
Outdoors, ads are delivered by wide-screen LED display screens and optoelectronic materials. 1) It takes buildings in Pudong New District as the background. To balance the golden ratio of the picture, the Oriental Pearl Tower is placed in the lower right quarter of the picture. 2) The dancer is red in color, which is designed to attract attention of the audience. Its overall shape is in an upward posture, which indicates vigorous development of Lujiazui Financial City. The hemline of the dancer naturally forms a heart shape, which enables the audience to have psychological associations with the brand. 3) The logo and texts lie between the background image and the dancer. They balance the overall design and make propaganda. Experiences (visual, tactual, perceptual or thinking experience) brought by such behavioral intervention tend to be comprehensive and profound.