华地置业
中国500强企业品牌成功之道
项目背景：
华地置业有限公司是由新华阳光集团和香港信地集团两大集团公司共同出资组建的大型房地产企业，主要经营房地产开发、经营与管理及物业管理等相关业务。目前华地置业正在鼎力打造以华地紫园、华地学府名都为代表的高端综合物业，以城市运营商的使命感整体运营城市，提升城市居住品质。
华地时代广场位于安徽两淮置业宿州公司开发的“宿州新城”中心。周边即将新建的“三角洲公园”、“体育中心”、“文化中心”和相临的“雪枫公园”等重点建设项目、景观建设项目。受华地的委托，先知中国为其商业地产项目提供命名、设计服务，助华地置业品牌宣传和推广一臂之力。
Background of the project:
Huadi Real Estate Co. Ltd is a large real estate enterprises jointly funded and set up by the Xin Hua Yang Guang Group and Hongkong Xin Di group. It mainly engaged in real estate development, operation and management, property management and other related business. At present, Huadi Real Estate is building a high-end strong comprehensive property which represented by Hua Di Zi Yuan and Hua Di Xue Fu Ming Du, to operate cities by a overall sense of city operator and to enhance the living quality of city.
Huadi Times Square is located in "Suzhou Metro" center which developed by Anhui Liang Huai Real Estate Suzhou Company. Surrounded by newly built "delta Park", "Sports Center", "Cultural Center", the adjacent "Xue Feng Park" and other key construction projects and landscape projects. Commissioned by Huadi Real Estate, Wevin provides naming, design services for them to help them promote brand propagation and publicity.
面临挑战：
商业地产命名要符合中国传统审美定势，让消费者接受和欣赏；符合数理，即五格笔划数都要大吉；楼盘命名要努力突出项目的优势点。在分析市场的基础上，巧妙地把楼盘命名与项目的最大优势点联系在一起；楼盘名称应起到拾遗补阙的作用。楼盘命名除了要兼顾对项目的优势点的渲染、传播外，最重要的是，楼盘命名作房地产营销的重要环节和房地产广告的一个组成部分，更应起到拾遗补缺的作用。楼盘命名要好记、好念、好听；强调音形意的配合，简约凝练，诗情画意。
先知命名团队所面临的挑战是如何塑造人文、环境相融合，品牌和生活如何完美契合。
Facing the challenge:
Commercial real estate naming must conform to the Chinese traditional aesthetic tendency to make consumers accept and appreciate, as well as conform to the Chinese mathematics, namely numbers of five strokes should be lucky. The naming of real estate should strive to highlight the advantages of the project. Based on the analysis of the market, we cleverly combined the naming of real estate and the biggest advantage of the project. The naming of real estate should consider polish and publish advantages of the project, most importantly, as the naming is an important link of the real estate marketing, its name should play a supplementary role. The name of real estate is better easy to remember, read and listen, it should emphasis characters and voice coordination and be succinct and poetic.
The challenge of Wevin faced is how to shape the humanities and integrate it with environment, brand and life perfectly.
解决方案：
先知团队根据对行业大量的实地考察和对房地产的市场分析，为其量身打造出“华地”这一大气、富有联想的名字。华地寓意锦华之地，是华地对未来美好的期望和自信的体现。华地用作地产公司的名字让人眼前一亮，容易记忆，同时具有很强的联想。
华地时代属于房地产行业，先知命名设计在为其做品牌设计时，选择了一种特别简洁、大气的设计。整个图标上下左右都是对称的，就像是海平面上的山峰和水中的 倒影一样，简单、静美、大气。除此之外就是形象中的阳光，给人以温暖、舒心的感觉。图标下面的中英文名字精致、优美，非常的有气派，体现出华地时代的高品 质。
The solution:
According to the market analysis on real estate and a large number of field studies, Wevin group tailored the name "Huadi" for them, which full of a high-end atmosphere and association. “Huadi” means a prosperous place, which indicates a good expectation of bright future, as well as confidence. The name is catchy and easy to remember, and full of a strong association.
Huadi Times belongs to the real estate industry, Wevin design group choose a simple and atmospheric design. The whole icon is symmetrical, just like the sea mountains and the reflection in the water, which is simple, full of quiet beauty and atmosphere. In addition, the image of the sun gives people a warm and comfortable feeling. The English name below the icon is quite delicate, elegant and stylish, reflecting the high quality of Huadi Times.
