The IP / SI project for City Teddy did not start from an unusual place: a product or service that was already good in its own track, yet could never explain itself clearly. Annual partner: brand integration and user base built with no physical stores. — Results like this never come from advertising more, but from getting one thing said right.
The essence of online SI design is translating the experience logic of a physical store into the browsing logic of a screen. The page stops being a shelf and becomes a designed conversation.
Three screens should be worth one complete conversation in a store.
今天回看，这个项目最值得说的不是某个创意，而是城市泰迪熊终于拥有了一句属于自己的方言：在不同触点里反复出现、且始终一致。这正是我们做品牌最在意的——让表达，成为资产。