华灿置业
光明城市，生活之美
项目背景：
河南平顶山华灿地产是一家以产权管理、资本运作及投融资业务为主业的经营公司，公司自成立以来，已经初步形成经营资源向金融、房地产、先进制造、现代服务等领域集中的战略格局；对加快城市建设、拓展产业发展空间、促进自身转型发展具有重要意义。
“华灿•光明城市”是河南华灿置业有限公司的在建项目，项目总规划用地约270亩，是卫东区重点形象项目。与山顶公园咫尺相望，高植被覆盖率，坡地园林，叠水景观，交通方便，是未来全市人民的生态、休闲中心。
华灿地产为提升品牌形象，规划品牌未来发展战略，邀请先知时代为其顾问。
Background of the project:
Henan Mount Pingding Huacan real estate is an operating company based on property management, capital operation and investment business. Since the establishment of the company, it has formed a strategic pattern modern services and other fields. It has an important significance in accelerating the construction of city, expanding development space, and promoting self-transformation and development .`
"Huacan, bright city" is the project in progress of Henan Huacan Properties Co,. Ltd. , It’s opposite to the peak park with high vegetation coverage. It has slope style garden, landscape near the water and convenience traffic. It will be the center of ecological and leisure of people live in this city.In order to enhance the brand image of Huacan estate , to planning the future development strategy of brand, they invite Wevin as their consultant.
面临挑战：
根据国家统计局的数据统计，2013 年1-10 月份，全国共完成办公楼开发投资达3649 亿元， 同比增长达36.9%。这一增长速度也高于住宅投资18.9%。以及商业营业用房投资的26.9% 的同比增长速度。报告表示，这样的发展趋势从2009年便已经出现，这一数据表明在投资选择上，开发商对商务地产有着比其他细分领域更高的热情，而从竣工面积的数据来看，今年商务地产的竣工面积同比增速也远远超过住宅和商业地产，大批的资金涌入让商务地产竞争日趋白热化。
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:
According to the statistics data of National Bureau of statistics, the investment of whole nation in the office building reached 364 billion yuan from January to October 2013., with year-on-year growth of 36.9%. This growth rate is also 18.9% higher than the residential investment, and 26.9% of commercial housing investment. According to the report, this trend has appeared since 2009. This data indicates that in investment choice, developers have higher enthusiasm in commercial real estate than other segments. From the data of completed construction area, yearly growth speed of commercial real estate is also higher than residential and commercial real estate. A large number of funds let the real estate business into the increasingly heated competition.
Wevin naming group faced the challenge of how to shape and integrate the humanities and environment, how to match brand and live 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，根据其“光明城市”的理念，为其量身打造出“华灿”这一大气、富有联想的名字。华灿寓意中华之光，是华灿对未来美好的期望和自信的体现。华灿希望能带给人们光明和灿烂的生活，光明灿烂的未来。华灿用作地产公司的名字让人眼前一亮，容易记忆，同时具有心理美感。
根据华灿这个名字，先知设计团队展开了设计，用大气、绚丽的设计风格完成了对公司LOGO、VI、SI的一系列设计，塑造了华灿鲜明的特点，使其品牌影响力大大提升。
The solution:
Wevin group analyze the real estate market and take field studies of a large number of industries. According to the "bright city" concept, Wevin chose "Huacan", which has high-end atmosphere and full of association. Huacan implicates Chinese light, is a reflection of future expectations and confidence. Huacan hopes to bring people a bright and brilliant life and future. Use “Huacan” as a real estate company name can catch people’s sight in the first time. It’s easy to remember, and also has a psychological sense of beauty.
According to the name “Huacan”, Wevin design team started a series of design of company LOGO, VI, SI with a high-end atmosphere, gorgeous design style. It shaped distinctive features of Huacan and make its brand influence greatly enhanced.
