新瞳眼科

Sightour是國內少有的專注于高端眼科手術的醫院之一,目前在中國上海、杭州、成都等知名城市具有分支機構。Sightour不僅引入眼科領域最新的科技醫療設備和技術,三甲醫院金字塔尖的眼科專家,還有一群秉持醫療本質的”Sightour man” ,以此傳遞醫療溫度,期待醫療改變生活。

全新的視覺體系,是Sightour不斷成長與積淀的過程中,不斷創新和發展的比我表達,也將是Sightour向未來更好傳達品牌價值的生動窗口,Sightour將始終秉持初心和專業關懷,為創造價值的人,創造更多價值。

客戶:Sightour 新瞳眼科

項目內容:LOGO設計 / VI設計 / 品牌管理咨詢

創作時間:2021年10月11日

新瞳眼科VI設計


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行業背景

Sightour是國內少有的專注于高端眼科手術的醫院之一,目前在中國上海、杭州、成都等知名城市具有分支機構。Sightour不僅引入眼科領域最新的科技醫療設備和技術,三甲醫院金字塔尖的眼科專家,還有一群秉持醫療本質的”Sightour man” ,以此傳遞醫療溫度,期待醫療改變生活。

Industry Context

One of the few institutions in China that specializes in sophisticated eye surgery is Sightour, which has offices in well-known Chinese cities like Shanghai, Hangzhou, and Chengdu. In addition to introducing the most advanced medical technology and equipment in the ophthalmology field, Sightour also employs a group of ophthalmologists from tertiary hospitals at the top of the pyramid and a group of "Sightour people" who uphold the fundamentals of medical care, conveying the urgency of medical care and expecting medical care to transform lives.





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新瞳眼科VI設計





挑戰

長期以來Sightour為眾多新中產高凈值人群提供了高品質的服務,他們清楚自己具有獨特而領先的優勢。但在品牌建設,尤其是品牌形象上缺乏標準化管理,缺少一套可復制和統一化的視覺語言對內增強文化認同感,對外訴說自己獨特的品牌故事,造成各地視覺執行混亂,面臨到很大的管理難度。Sightour團隊期待可以通過整體品牌設計的煥新,建立與目標人群的審美認同、情感認同和身份認同,將品牌植入人心,為實現品牌愿景而準備。


Challenge

Sightour has been offering top-notch services to numerous new middle-class, high-net-worth clients for a very long time, and they are without a doubt the greatest in the business. However, the absence of standardized management in brand building, particularly in terms of brand image, and the absence of a replicable and unified visual language to enhance cultural identity internally and tell their unique brand story externally have caused confusion in visual execution around the world and faced significant management challenges. The Sightour team anticipates being able to forge an aesthetic, emotional, and identity, ingraining the brand in consumers' hearts and laying the groundwork for the brand vision to come to fruition.









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解決方案

整體品牌視覺圍繞“科技改變醫療、醫療改變生活”的品牌愿景展開。全新的logo以三層遞進的箭頭作為核心表達,由左到右代表科技、醫療和生活:前沿的醫療科技是基石和引領,高品質的醫療服務是創新和動力,改變生活是Sightour Man的持續追求。中間的箭頭即代表醫療,又代表Sightour“以患者為中心”的醫療服務理念,與患者心心相連,提供有溫度的服務。三層箭頭組成的外輪廓作為系統語言的核心符號,代表“專業眼科手術共享平臺”的創新模式,以此闡述Sightour將匯聚行業上下游優質醫療資源,為患者提供更匹配、更專業的資源和服務。 為患者帶來健康的呵護和治愈,回歸醫療初心是Sightour始終的堅持,在色彩方面,我們選擇具有健康屬性和內斂的綠色作為品牌顏色,我們把它定義為“遠山綠”,它是來自蒼翠遙遠山峰的顏色,自然和親切,對患者的眼睛具有友好的舒適度。同時我們也搭配了一系列舒適自然、低飽和的顏色以適應不同接觸點的落地,讓整體更加豐富。


Idea

The slogan "technology changes healthcare, healthcare changes life" is key to the entire brand idea. From left to right, the new logo's central expression is a three-level progressive arrow that stands for technology, healthcare, and life: cutting-edge medical technology is the innovation and leader, high-quality medical services are the driving force, and changing lives is Sightour Man's constant pursuit.Sightour's "patient-centered" medical service philosophy, which aims to connect with patients and deliver services with a loving heart, is represented by the arrow in the centre. The primary symbol of the system is the outline of a three-layer arrow, which represents the novel concept of a "professional ophthalmic surgery sharing platform" and shows how Sightour will combine top-notch medical resources from both the upstream and downstream of the industry to offer more matched and qualified resources and services for patients.
We described "remote mountain green" as the color from the lush and distant mountains, which is natural and amiable, with a nice and comfortable color for patients' eyes. We selected this color as the brand's primary hue because it is healthy and contemplative. To further enhance the overall richness, we combined it with a variety of cozy, organic, low-saturation hues to match the landing's many touch points.











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結果

全新的視覺體系,是Sightour不斷成長與積淀的過程中,不斷創新和發展的比我表達,也將是Sightour向未來更好傳達品牌價值的生動窗口,Sightour將始終秉持初心和專業關懷,為創造價值的人,創造更多價值。


Results

The new visual system is an expression of Sightour's ongoing process of growth, accumulation, innovation, and development. It also provides Sightour with a striking window through which to better communicate the brand's value in the future. Sightour will continue to uphold its original heart and professional care in its pursuit of value creation and value expansion.













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