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美国在线品牌重塑
案例简介：简要说明: 美国在线的首席执行官蒂姆 · 阿姆斯特朗定义了一个新的使命: 告知、娱乐和连接世界 -- 不是用更多相同的东西，而是用非凡的内容和产品体验。关键目标是发展一个表达这一使命的品牌形象。 描述客户的简报: 2009年初，全球网络服务业务美国在线宣布离开母公司时代华纳。仍然以美国在线的名义，新的独立业务将为消费者、出版商和广告商提供在线内容、产品和服务。美国在线要求我们帮助它接触新的受众，保持与现有客户的相关性，并为 21 世纪的媒体公司创造一个品牌。 描述你是如何到达最终设计的: 新的身份将美国在线与其他媒体业务分开，并拥抱了支离破碎、非线性的网络世界。它创造性地流畅和灵活，通过不断变化的图像和视频体验揭示了 “ol” 这个名字。一些世界上最好的创意艺术家，包括环球万物，GHAVA 和迪伦 · 格里芬，为品牌创作了艺术和动画。新的品牌身份提高了美国在线向世界展示新创新和新内容体验的门槛。 表明市场的结果有多成功: 美国在线的新身份于 2009年12月推出，并立即产生了影响，研究公司 YouGov 将其列为 12月品牌指数的前五名赢家之一。除了身份之外，美国在线还通过向美国在线全球 2.5亿用户提供产品和内容体验来推动创新，使其新品牌成为现实。通过其新的品牌身份，美国在线从一个只知道访问的公司转变, 并透露了其在新的内容世界中提供世界级体验的新使命 -- 并准备扰乱整个媒体行业。
美国在线品牌重塑
案例简介：Brief Explanation: AOL's CEO, Tim Armstrong, defined a new mission: to inform, entertain and connect the world – not with more of the same but with extraordinary content and product experiences. The key objective was to develop a brand identity that expresses this mission. Describe the brief from the client: In early 2009, global web services business AOL announced its departure from parent company Time Warner. Still under the name of AOL, the new independent business would offer online content, products and services for consumers, publishers and advertisers. AOL asked us to help it reach out to new audiences, stay relevant to existing customers, and create a brand for a 21st-century media company. Description of how you arrived at the final design: The new identity separates AOL from other media businesses and embraces the fragmented, non-linear online world. It's creatively fluid and flexible, and the name ‘AOL' is revealed through ever-changing image and video experiences. Some of the world's best creative artists, including Universal Everything, GHAVA and Dylan Griffin, created art and animations for the brand. The new brand identity raises the bar for AOL to present new innovations and new content experiences to the world. Indication of how successful the outcome was in the market: AOL's new identity launched in December 2009 and immediately made an impact with research firm YouGov listing it as one of its top five gainers on their December brand index. Beyond the identity, AOL is making its new brand real through driving innovation through their product and content experiences to AOL’s 250 million users worldwide. Through its new Brand Identity, AOL has transitioned from a company known only for access, and revealed its new mission to deliver world class experiences in the new world of content – and is ready to disrupt the whole media industry.
Aol Rebrand
案例简介：简要说明: 美国在线的首席执行官蒂姆 · 阿姆斯特朗定义了一个新的使命: 告知、娱乐和连接世界 -- 不是用更多相同的东西，而是用非凡的内容和产品体验。关键目标是发展一个表达这一使命的品牌形象。 描述客户的简报: 2009年初，全球网络服务业务美国在线宣布离开母公司时代华纳。仍然以美国在线的名义，新的独立业务将为消费者、出版商和广告商提供在线内容、产品和服务。美国在线要求我们帮助它接触新的受众，保持与现有客户的相关性，并为 21 世纪的媒体公司创造一个品牌。 描述你是如何到达最终设计的: 新的身份将美国在线与其他媒体业务分开，并拥抱了支离破碎、非线性的网络世界。它创造性地流畅和灵活，通过不断变化的图像和视频体验揭示了 “ol” 这个名字。一些世界上最好的创意艺术家，包括环球万物，GHAVA 和迪伦 · 格里芬，为品牌创作了艺术和动画。新的品牌身份提高了美国在线向世界展示新创新和新内容体验的门槛。 表明市场的结果有多成功: 美国在线的新身份于 2009年12月推出，并立即产生了影响，研究公司 YouGov 将其列为 12月品牌指数的前五名赢家之一。除了身份之外，美国在线还通过向美国在线全球 2.5亿用户提供产品和内容体验来推动创新，使其新品牌成为现实。通过其新的品牌身份，美国在线从一个只知道访问的公司转变, 并透露了其在新的内容世界中提供世界级体验的新使命 -- 并准备扰乱整个媒体行业。
Aol Rebrand
案例简介：Brief Explanation: AOL's CEO, Tim Armstrong, defined a new mission: to inform, entertain and connect the world – not with more of the same but with extraordinary content and product experiences. The key objective was to develop a brand identity that expresses this mission. Describe the brief from the client: In early 2009, global web services business AOL announced its departure from parent company Time Warner. Still under the name of AOL, the new independent business would offer online content, products and services for consumers, publishers and advertisers. AOL asked us to help it reach out to new audiences, stay relevant to existing customers, and create a brand for a 21st-century media company. Description of how you arrived at the final design: The new identity separates AOL from other media businesses and embraces the fragmented, non-linear online world. It's creatively fluid and flexible, and the name ‘AOL' is revealed through ever-changing image and video experiences. Some of the world's best creative artists, including Universal Everything, GHAVA and Dylan Griffin, created art and animations for the brand. The new brand identity raises the bar for AOL to present new innovations and new content experiences to the world. Indication of how successful the outcome was in the market: AOL's new identity launched in December 2009 and immediately made an impact with research firm YouGov listing it as one of its top five gainers on their December brand index. Beyond the identity, AOL is making its new brand real through driving innovation through their product and content experiences to AOL’s 250 million users worldwide. Through its new Brand Identity, AOL has transitioned from a company known only for access, and revealed its new mission to deliver world class experiences in the new world of content – and is ready to disrupt the whole media industry.
美国在线品牌重塑
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Aol Rebrand
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涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
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项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
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创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
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竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
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