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Preparing for a trade mission in China: Marketing Tips

We were recently invited to share marketing and advertising advice with a trade mission of foreign companies seeking business opportunities in China. We met very interesting companies in industries such as entertainment, education and technologies, who have a successful track-record in their home countries and want to explore ways in which their business can extend […]

Why Your Brand Should Pick a Chinese Name

Shakespeare’s Romeo and Juliet famously asked, “What’s in a name?” An appropriate response reflecting local attitudes would be the old Chinese saying, “It is far better to have an ugly face than to be given a wrong name”. To say that there is power in names is an understatement in China where Chinese characters often […]

PBB Creative’s 10 Favorite Super Bowl Ads

Sunday night saw the Philadelphia Eagles beat the New England Patriots for their first ever Super Bowl. One can argue though that broadcaster NBC was the real winner charging advertisers USD 5 million for a 30 second spot during its Super Bowl coverage. This year the tone reverted back to a feel-good vibe as opposed […]

Why the NFL’s Footprint in China Isn’t Bigger

This weekend, the world will tune into the distinctly American annual tradition that is the Super Bowl. The NFL is looking to score a touchdown with a Global audience and has its eyes set on the Chinese viewership. As part of this effort, the NFL has delved into the KOL playbook, appointing Chinese pop star […]

WeChat in 2018: Mini-programs and Brand Zones

Earlier this month, Tencent hosted the annual WeChat Developer’s Conference in Guangzhou. WeChat Creator Allen Zhang set the agenda for the year on what we can expect from the social media juggernaut. Within this context, here are two areas within the vast WeChat universe you China-focused brands would be wise to follow. WeChat Mini-Programs In […]

Logos: The Simpler, the More Functional

The logos below have gone through very few changes since their creation. Why is that? Because the simplicity of their shapes and concepts gives them iconic status. Because, through the rigor of their design, they blend impact and versatility while also conveying a feeling of quality to the consumer. Because excessive modernizations based on trends and […]

5 Trends to Follow in the Chinese Marketing Landscape

We have spent the beginning of the new year discussing amongst ourselves some of the marketing trends to watch out for in China. We’ve also had a look at what our industry peers have to say. Below is a non-exhaustive list of trends you should get familiar with to give your brand an edge. KOLs […]

PBB Creative’s verdict on The Guardian’s Rebrand

The Guardian newspaper has received a makeover to its online and print editions with a new website design and a shift from Berliner to the smaller tabloid format. The redesign includes the launch of a new masthead, font and a color-coded navigation system. The move to the smaller tabloid system is a cost-cutting measure to […]

PBB Creative x Macron? President Addresses Sino-French Businesses

Branding and marketing is sometimes about seizing moments of opportunity to your advantage. The opportunity could not have been better for PBB Creative, when French President Emmanuel Macron delivered a speech addressing the French and Chinese business elite, including Jack Ma right in front of our office. The PBB logo was fully visible during President […]

头条:红点奖得主——PBB艺术总监陈亮先生接受采访

2017年10月27日,PBB创意团队在柏林手捧红点奖-传播类大奖。“MO LEI TAU”作为获奖作品,从50个不同国家的设计师提交的8000多个参赛作品中脱颖而出,一举夺魁。我们有机会在柏林采访了此作品的设计师,PBB艺术总监陈亮先生,让他与我们一起分享获奖背后的故事以及他的创作灵感。 PBB: 在柏林的这一个星期感觉如何? LC: 这是我第一次踏出国门,柏林作为我的第一个目的地感觉非常棒。我从没想过来到欧洲会是一种什么样的感觉,建筑物的风格和语言差异是一开始使我感到最大的不同之处。但最吸引我的还是这里的街头艺术。 PBB:是什么地方如此的吸引你呢? LC:涂鸦有一种激励人心的力量,这次我去了东边画廊,他们建造了一整座墙来让艺术家们随意涂鸦,我认为这是一种帮助人们了解历史的很好的方式。通过艺术的角度去回顾历史,特别是战后历史,这能更直观的让人们去理解历史,并且是通过其他渠道所无法达到的。不同的国籍、宗教和文化汇聚在一个地方,让这个地方充满了魅力。 PBB: 你觉得从设计的角度来看,柏林和北京有什么区别? LC: 我认为在柏林,大众对待设计的态度和认知是完全不同的。在北京,人们认为设计仅仅是为广告服务,其实他们不明白设计真正意味着什么。但在柏林,人们是了解的。 比如,今年的红点大奖得主Think公司。有一个视频,讲述的是在街上随机采访,问人们是否知道Think是什么?大多数被采访者都十分了解这家公司,并且能够说出几个这家公司的作品。这个现象证明了设计在德国人心目中的重要性。在北京却完全不是这样,我们需要更多的去教育或者说培养大众,让他们对设计有更深刻的理解。这应该从小朋友开始,但我们的现实情况却是到了大学才开始接触设计。 PBB:你就是从大学的时候才开始接触设计的吗? LC: 对,但我的主修课程其实是英语!我觉得在语言的学习过程中,能发挥创意的空间较小,换句话说,语言课程通常没有在文化层面和精神层面给予更多的支持和帮助。但是设计可以。所以我在课余时间开始慢慢接触和学习设计软件和图像后期,通过在线教学课程自学。正因为如此,才有了后来我在Pinyin Studio的第一份工作。加入了Pinyin之后,我从不同国家的设计师身上学到了很多。不同的国籍和语言,可以从不同角度更好的理解设计。这也使我越来越热爱这个行业了。 PBB: 我们现在聊聊你的获奖作品吧,创作它背后的灵感是什么呢? LC:对于大多数中国人来说,周星驰可以算得上是喜剧之王。他的喜剧表演和语言天赋总能给人们带来意料之外的笑点。可以说是他的无厘头表演风格带给了我灵感,促使我完成了这一系列的创作。我把他在电影中的角色及其角色的代表性特点融入到这一系列海报的创作之中。这套作品不仅是向他经久不衰的经典作品致敬,同时也完美的阐释了我对于周星驰黑色幽默最好的理解。 PBB: 在颁奖现场与不同国家设计师的交流,感觉如何? LC: 比我预想的要简单轻松很多!非常开心能见到那么多做着同样工作的朋友!在我看来,所有设计师的想法都是相似的。例如,我们看到了一个餐馆的菜单,就会开始谈论它的排版、颜色等等,而不是食物本身! PBB: 听起来跟PBB的工作文化很像。 LC:没错。PBB 是一个自由开放并且强调设计质量和创意的团队,设计师自身会不断追求突破自我,我觉得这一点是PBB的特色;而且我们会在发挥每个设计师特长的同时追求多方面能力的发展。更重要的是,我们的设计团队成员来自世界各地,通过不同文化的碰撞会出现很多新鲜的想法!所以我认为PBB 是一个可以让设计师迅速成长的地方。 PBB: 关于中外设计师,哪些设计师影响了你的设计风格? LC:国内来说我很喜欢黄海的作品,作为海报设计师,他的作品想法天马行空,非常具有中国的特色,而且质量绝对是国际一流的。国外来说,安迪沃霍的波普风格影响了我很长一段时间。而且我还去读过他的自传,他的好多观点都很有意思,比如他喜欢染白自己的头发,这样别人就会觉得他虽然很老但是依然这样具有创造力。 PBB: 你个人认为设计最吸引你的地方在哪里? LC: 当你的作品被几千人甚至更多人欣赏认可的时候,这种成就感是前所未有的!曾经有一个客户把我给他们品牌设计的logo当做纹身图案纹在了自己的肩膀上!我现在觉得我当时放弃英语专业,转而学习设计是一个非常正确的决定! PBB: 在这么短的时间内就取得了如此大的成就,对于我们的本土设计师,你有没有什么好的建议呢? LC: 设计无处不在,且你没有办法无视它。想成为一个优秀的设计师需要持续不断的学习。这种不间断的学习过程就是使你能够创作出独一无二作品的唯一捷径。 正因为如此,设计也会影响到你生活的方方面面。拿我来说,我是街头文化和电影的狂热粉丝,所以在日常的设计工作中我会从这两个方面来表达我的想法和感受。设计是一个交流的桥梁,通过这个桥梁,人们可以互相交流情感。好的设计是充满力量的,但伟大的设计是透明的,因为它无处不在。