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art4d.asia x Transform design
用瑜悅面對設計
01 Aug, 2015

Could you please briefly introduce Transform Design, who you are and what you do?

請簡單的介紹一下瑜悅設計是怎樣的公司以及你們都在做些什麼?

 

瑜悅設計是一間專注於品牌規劃的設計公司,我們提供所有關於品牌的設計服務及品牌執行的各種策略。同時我們也致力於發展自己的品牌形象也出版相關的刊物與書籍。我們喜愛與各種不同的團體合作同時也努力分享新知。

 

From your website I understand that your practice is focused on being open to change, could you talk a bit more about how taking such perspective has helped you to meet your goals and clients’ expectations? I am guessing this is where your practice draws its name from?

從網站來看,據我所知你們的理念是致力於開放性的改變,可以多與我們談一些關於採取這樣的觀點是如何幫助你們達到目標與客戶的期望?我猜想是否這想法也是導致公司名稱的由來?

 

我想開放性的思考或改變對我們來說是必要的!我們公司的名稱Transform 也就有著這樣的意義。我們在開始任何一個案件之前,不會有任何一個既定的印象套用在案件之中。我們更加專注的是如何從概念之中找到更有效的方式來幫助客戶解決他們所面對的問題。

 

舉例來說,我們面對需要重新改變的牌品時,就會開始探討這個品牌之所以需要更新的真正理由以及它背後的潛藏的實際需求是什麼。並且思考面對當下環境所需要因應的改變為何以及更多關於未來的定位與處理方式。這些問題並不能套用任何一種既定的模式去執行,必需透過與客戶、消費者更多的溝通及接觸才能了解到其中的問題所在並找到一個正確的方法去執行。有太多時候我們會從設計去思考設計,有太多的時候會受到形式或過往經驗拘束,這是一件很危險的事情。所以我們採取更積極開放的思考模式,去面對所有的可能性,反覆的討論之後,找到一個合適的作法做為品牌改變的立基點,這就是我們所採用的方式。

 

合適是一個很重要的設計態度,它代表著不是過頭的靠著譁眾取寵的形式來吸引人,而是真正的發自內心做到改變的感受,這點就是我們可以滿足客戶需求的一個重要方式。也是我們一直堅持的目標。

 

I understand that you work in several fields rather than specializing in one specific area, how has this diversity helped to strengthen your work and practice?

我知道你們從事於多方面的領域而非專注於單一面向,如此多樣性的發展是如何強化你們的作品與想法?

 

品牌規劃對我們來說是一個很大的工程,中間有非常多的環節必須要合作才能完成。正因為如此我們對很多的領域都必須有所接觸,同時我們也學習各領域的專長。把各領域的優點都融合在我們的品牌規劃當中,這是一個很棒的過程。

 

我想品牌規劃從來就不是一個單一的面向,所衍生出的作品也是如此的多元與豐沛。所有作品都依循著相同的主軸圍繞而不斷的延伸,從中我們必需很嚴格地審視每一個環節,才能有效地傳達正確的品牌價值,也因為有各種不同的資源而強化了品牌的價值。

 

Could you talk about working in Taiwan? The strengths and challenges you have encountered within the design scene?

可以聊聊現今台灣的工作情況嗎?在設計環境中,你們曾經有遇到哪些優勢與挑戰嗎?

 

我覺得台灣的整體環境仍在學習如何建構一個好的品牌,也因為正在學習,所以有很多的機會誕生。我想我們正處在這個機會點當中,這應該是在這之中最大的優點了。相同的,面對的困境與挑戰也是因為處在品牌的學習過渡期而顯得困難,我們必須要花更多的精力去跟客戶溝通一個好的品牌對於企業的價值是有幫助的,好的品牌形象能改變的不僅止於外在的形象而已,諸如此類的問題我們都必須要一一的去克服。好的品牌能創造更多的價值這點是肯定的。

 

 

You were recently awarded the Golden Pin Design Award (2014) and the Taiwan Visual Design Award, could you please discuss these works a bit – your process and concept?

你們近期榮獲了台灣的金點設計獎,可以與我們分享得獎作品以及作品的製作過程和概念嗎?

 

獲得金點設計獎的作品,剛好都是與我們公司有直接的關係。

一個為我們公司的品牌形象,另一個則是我們公司所發行的刊物issue no.1 ,我覺得一間品牌規劃的設計公司,首先必須對於自己的公司形象有著更多的在意及關注。因為它是你與每一個人所接觸的第一點,同時也代表著公司對於自身專業堅持的最好體現。Transform Design 試著傳達一個很簡單的品牌價值,就是因為改變而愉悅。所以我們在品牌的整體感受上就朝著這個目標而前進,於是我們用了黃色作為品牌的主要顏色。

 

另外一件作品issue no.1是一個將我們的作品重新組合再轉化而衍生出來的刊物。它所傳達的是我們對於自己作品重新理解的過程,在這之中,大家可以看到我們對於作品的建構的角度,也能從中瞭解轉化出來的結果,這些都是issue no.1所傳達的重要精神。對我們自己來說也是一個很重要審視自己的機會,從中我們得到很多的快樂。

 

Any other recent projects that were of particular interest to you that you would like to share?

近期有沒有令你們覺得有趣或特別的作品想與我們分享?

 

近期我們有很多的有趣的工作正在進行著,其中有一個案子對我來說特別有趣。

Gennie’s 是一個孕婦用品的品牌,有很長的品牌歷史而我們進行整個品牌的更新工作。

其中我們透過實際的市場調查了解,台灣對於孕婦用品的實際現況、潛在需求、未來動向在這之中我們獲得了很多寶貴的資訊,同時我們透過資訊的分析,找到一個屬於Gennie’s 的核心價值。這是一個難能可貴的經驗,透過實際的數據分析,了解整體環境跟品牌的關係。進而讓我們找到改變的關鍵。

 

過程中我們必須要徹底瞭解孕婦從懷孕初期到生產後的所有過程及需求,這是一個有趣的經驗。

主要是因為在我們的工作團隊中並沒直接的經驗(沒有孕婦),所以我們花了很多的時間去了解當一位母親的過程。從中我們體會到懷孕的辛苦以及當一位母親的喜悅,我想這是我們在這之中最棒的學習經驗。

 

 

What are you working on currently? What’s next for Transform Design?

你們近期都在忙些什麼?瑜悅設計的下一步計畫是?

 

近期我們仍然有很的品牌規劃工作正在進行,有整體環境的指標系統設計、具有豐富歷史的品牌更新等工作,有很多有趣的事情正在發生。

我想我們的下一步仍然期望透過更多專業的溝通流程與客戶溝通,並將企劃及策略的工作徹底的實踐在我們的工作之中,同時也希望能和更多領域的人才一起完成工作。作為一個品牌規劃公司,我們自許能夠有更開放的思考模式來協助我們完成不同的案件,以及解決各種不同的問題,我想這對我們來說就是一個重要的更新環節,也是我們邁向下一個階段的重要工作。

 

 

Could you please briefly introduce Transform Design, who you are and what you do?

Transform Design is a design firm specializing in branding strategy. We provide graphic design solutions and brand consulting. Meanwhile, we are eager to develop our brand identity and publish related magazines and books. We love to collaborate with different fields of parties and share knowledge.

From your website I understand that your practice is focused on being open to change, could you talk a bit more about how taking such perspective has helped you to meet your goals and clients’ expectations? I am guessing this is where your practice draws its name from? 

I think being open to change is a must for us! That’s how “Transform” precisely communicates the spirit.

Before unveiling a new brand identity recommendation, we never make any assumptions regarding the projects. On the contrary, we place much emphasis on how to work from ideas toward execution in order to help the clients solve their problems.

For instance, our approach is to deliver branding research aimed at discovering the reasons and the actual potential needs behind a project. On the other hand, we uncover the branding positioning in the future market based on the current situation. More often than not, we try to carry out design solutions for the sake of visuals. That’s really risky of being restricted by any particular form of execution and previous experience. After long discussion, our approach is to find the best solution for a foundation capable of rebranding identity.

Design being appropriate is crucial in design attitude. It does not mean adopting exaggerated and over-designed ways to draw peoples’ attention. Instead, our approach is to evoke emotions consistently with the details in order to meet our clients’ needs appropriately.

I understand that you work in several fields rather than specializing in one specific area, how has this diversity helped to strengthen your work and practice?

Branding strategy itself is an art of engineering and the brand identity process is comprised of different steps. Like we need to solve design problems incorporating a number of disciplines, we also need to learn more about different fields of professions. It is a really rewarding experience to establish our branding identity through the collaboration of different fields of professions.

Branding strategy is never a one-way solution but has multiple facets. That’s why our works are as diverse as our services. Our works follow a particular trail toward further development, thus effectively communicating the brand value and undergoing brand reinforcement through the collaboration of professions.

Could you talk about working in Taiwan? The strengths and challenges you have encountered within the design scene? 

I think the whole design industry in Taiwan is still in a learning stage of how to construct a good brand identity. Precisely because of this, there are many opportunities. That’s our comparative advantage, to grab those opportunities.

At the same time, there are loads of difficulties and challenges in the beginning stage. We need to devote much effort toward communicating to clients the idea of how good branding can help to shape one business’s values. A good branding identity should not only be about pure appearance, but also the value behind the brands. Those are exactly the challenges we face today.

You were recently awarded the Golden Pin Design Award (2014) and the Taiwan Visual Design Award, could you please discuss these works a bit – your process and concept?

There is a direct relationship with our company. One of my awarded works was our brand identity and another was the first issue of our company’s publication. As a branding agency, I think it is important to promote our own company and create brand awareness with strong brand recognition. That’s crucial to creating a first favorable impression. More importantly, that’s a great demonstration of how we insist on being professional. Transform Design keeps trying to communicate a simple brand value - change for happiness. That’s why we use the luminous color of yellow in order to associate our practice with the pursuit of happiness.

Another awarded piece was Issue no.1 - a portfolio documenting and transforming our existing works. It reveals my reinterpretations toward my own works. In this way, audiences can read our works from the creators’ perspective. This helps audiences to learn through the process of transformation. That is the exact and important spirit that issue no.1 wants to convey.

Any other recent projects that were of particular interest to you that you would like to share? 

Recently, we have lots of interesting projects underway. Gennie is a rebranding project for a pregnancy product with long history. In light of this, we carried out marketing research in order to gather information regarding the Taiwanese’s thoughts towards the current situation, potential needs and future tendencies. Through data analysis, we found the core value behind Gennie’s brand. That’s a rewarding experience for understanding the relationship between the current market and Gennie’s brand through concrete data analysis. Thus, we can find the key to transformation.

In the process, we must comprehensively understand a pregnancy from the conception process to childbirth. That’s an interesting project. No one on our design team has had a direct experience with this, so we spent a lot of time studying the whole process of pregnancy. In the process, we experienced how hard the pregnancy process can be and the happiness of being a mother. That was a great experience for our team.

What are you working on currently? What’s next for Transform Design

Currently, we have many branding projects on hand including an environmental wayfinding system and the rebranding of products with a long history. Many interesting projects are happening at the same time. I think our next step is looking forward to conducting effective communication with our clients and carrying out a real practice of design planning and development of branding strategies. As a branding agency, we hope that we can keep an open mind to finish different kinds of projects and solve different kinds of problems. I believe it would be a radical step for our process focused on the idea of ‘transform’ and a key factor allowing for us to continue moving forward.

 

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