挑戰(zhàn)

作為專(zhuān)業(yè)eHR系統(tǒng)供應(yīng)商，名才的業(yè)務(wù)已經(jīng)觸及中國(guó)、亞洲、歐洲和北美等國(guó)家和地區(qū)，立志成為一家全球性企業(yè)，創(chuàng)建一個(gè)全新的品牌形象來(lái)面對(duì)日益增加的競(jìng)爭(zhēng)挑戰(zhàn)。名才深知自己的技術(shù)優(yōu)勢(shì)和雄厚實(shí)力，它相信自己有能力應(yīng)對(duì)威脅。

Challenge

As a professional eHR system supplier, MCHR has developed their business to the countries of Asia, Europe and North America, aspiring to become a global enterprise and create a new brand image to face the increasing competitive challenges. Knowing its technological advantages and strong strengths, MCHR have faith in their capable of dealing with threats.

機(jī)會(huì)

在激烈的全球市場(chǎng)中講述名才及其產(chǎn)品和服務(wù)的引人入勝，我們首先需要定義名才為市場(chǎng)帶來(lái)的價(jià)值。很明顯的是名才在ehr領(lǐng)域具有資深背景，也專(zhuān)注科技帶來(lái)的技術(shù)變革，因此公司的愿景“成為全球優(yōu)秀的人力資源科技服務(wù)公司”為企業(yè)指明了方向。

Opportunity

To tell the compelling story of MCHR and its products and services in the fierce global market, we need to define the value that MCHR brings to the market. It was clear that MCHR had a solid background in eHR and a focus on the technological changes brought about by technology, their vision： “Become the world leading human resource information technology company" , leaded the direction for the company.

解決方案

如何在視覺(jué)上體現(xiàn)“成為全球優(yōu)秀的人力資源科技服務(wù)公司”？在審視hr領(lǐng)域相關(guān)的視覺(jué)形象后我們發(fā)現(xiàn)服務(wù)HR領(lǐng)域的領(lǐng)先企業(yè)在品牌形象上忽視了“人”的元素，所以從差異化以及和文化匹配度上我們大膽的使用了“人”作為了核心的創(chuàng)意理念，使用“人”+“地平線(xiàn)”的視覺(jué)策略來(lái)強(qiáng)調(diào)名才的全球化視野和專(zhuān)注于hr的能力，這也呼應(yīng)中文的直接聯(lián)想：成就杰出人才。
我們?yōu)槊旁O(shè)計(jì)了一整套設(shè)計(jì)表達(dá)，以傳遞公司的使命和承諾。我們?cè)O(shè)計(jì)了一套完整的關(guān)于人的視覺(jué)元素，除了品牌標(biāo)識(shí)，還包含插畫(huà)到icon，整體訴說(shuō)人力資源領(lǐng)域最關(guān)鍵的在于關(guān)注人，它是名才所有產(chǎn)品和服務(wù)體系的基礎(chǔ)。新的形象采用具有活力、現(xiàn)代和具有行業(yè)差異性的配色系統(tǒng)，傳遞樂(lè)觀積極的技術(shù)感——有別于該行業(yè)嚴(yán)謹(jǐn)、穩(wěn)重的風(fēng)格。

Creativity/Innovation

After reviewing the visual images in HR field, we found that the HR leading companies had neglected the element of HUMAN in their brand image, so we boldly used HUMAN as the core creative concept in terms of differentiation and cultural matching. We used the visual strategy of HUMAN+ HORIZON to emphasize MCHR's global vision and ability to focus on HR, which reflects the direct association with the Chinese word: Accomplish Outstanding Talent. We created a package of design expressions for MCHR that conveyed the company's mission and commitment. It is a full set of visual elements about human, reflects to brand logo, illustrations and icons, to elaborate that the critical core in HR is to focus on people, which is the foundation of all of MCHR's products and service systems. The new identity uses a color system that is dynamic, modern, and differentiated from the industry, and conveys an optimistic and positive sense of technology - a departure from the rigorous, staid style of the industry.

結(jié)果

全新的品牌形象使名才在中國(guó)乃至全球范圍內(nèi)有了一個(gè)明確的身份識(shí)別，在2021年底舉行的行業(yè)峰會(huì)上正式揭開(kāi)面紗。憑借具有差異性和國(guó)際化的視覺(jué)系統(tǒng)，促使名才在中國(guó)上千家人力資源公司中脫穎而出，引領(lǐng)中國(guó)人力資源發(fā)展。

Results

The new brand image of MCHR officially unveil at the industry summit that was hold at the end of 2021, it gives MCHR a distinctive identity from China to worldwide. With a differentiated and international visual system, it has prompted MCHR to emerge among thousands of HR companies in China and lead the market development in China.

始終堅(jiān)持打造菁英團(tuán)隊(duì)，保持專(zhuān)業(yè)

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