The party A who wants to soak me

At nine o'clock on Monday morning, in the conference room on the nineteenth floor of Yueming Building.

Revisiting the old place again, Ling Ling suppressed all the discomfort and dislike of this place in her heart, with a blank face, put the laptop in front of her, and was about to start the first project meeting with Party A.

He and Zhuo Pai arrived on time, and brought an AE, a design assistant and a copywriting planner. The latter two had participated in the bidding scheme and were familiar with the information of Zizai Xiang. After the project was won, Zhuo Pai had already A working group was formed.

The participants of Yueming Group were almost the same as last time, marketing director Zhao Tao, and several heads of other departments, Xiao Chao was also there, but Shen Mingyu was missing.

Lingling was dressed in a casual suit, and was sitting upright at the conference table, but she remembered Shen Mingyu's vague and drunken words last night, and kept sending them to him intermittently until midnight.

The two parties waited in embarrassment for about ten minutes before Shen Mingyu came late. Lingling looked up at him, thinking that he didn't know where he went to have fun last night. It's not easy.

Shen Mingyu's hangover traces are not obvious, her hairstyle and clothes are impeccable, when she doesn't make any facial expressions or speak, she looks pleasing to the eye.Lingling thought, after all, young, hey, after taking a bath all night and changing clothes, he would be a good man again. He felt that people are really incomparable with others. hospital.

The purpose of this meeting is to set out the details of the next work tasks and schedule according to Party A's brief. Generally speaking, a reliable Party A will give the basic information of the brand as detailed as possible in this brief, at least better than theirs. When making a proposal, I got more details, including the next development idea, what kind of image the brand wants to build, and what kind of goal it will achieve at what time. Only those who do this design have a design foundation, and they can also base on The brief lists the specific work schedule.

During the bidding before, the information provided by Yueming was better than nothing. Lingling and Zhuo Pai understood that the client side intended to test the attitude and level of Party B’s company, and deliberately gave only a small amount of information. But today’s project will, A Fang is supposed to make detailed preparations.

After Shen Mingyu sat at the main seat of the conference table, she smiled at Lingling, Lingling curled her lips in a businesslike manner, then Shen Mingyu nodded to Xiaochao without any nonsense, and said, "Send the meeting materials to everyone .”

Xiaochao took out a few thin sheets of paper from the file folder and distributed them to all the participants. Lingling took it in her hand and gasped, so surprised that she didn't know what to say.

For such a large Yueming Group, the prepared brief only has eight characters like the party's development policy-innovation, seeking differences, youth, and vigor.

Ling Ling stared at the paper and laughed angrily.

The most frightening thing is such an empty slogan-like brief. Listening to Jun's words, Lingling asked patiently: "Excuse me, Mr. Shen, do you have any specific directions?"

Shen Mingyu yawned, covered her mouth and looked at Ling Ling, with a gentle smile in her eyes: "No, I won't set limits for you, let go of your hands and feet to do it."

Lingling has heard enough of such things in the past few years. The more Party A can say anything, the more he will act like a monster in the end, because they don't know what they want. Changing the draft can change half of people's lives. Lingling will not take it easy Believe this bullshit.

He couldn't help it anymore, and said some not-so-nice words: "Mr. Shen, there must be a basis for everything you do. If your company doesn't have the desired goal and direction, it's like you posted in the group the day before yesterday. Like those reference pictures, any direction and style looks OK, so if you can’t find your own position and want to try everything, it will be a waste of time in the end.”

Shen Mingyu leaned on the back of the chair, looked up and thought for a while, and said, "Why do you have to set limits on yourself before you start? You need to free your mind, Mr. Ling." He smiled and looked at Ling Ling with a foolish look, and said, "Your age It’s a bad idea to give yourself so many rules and regulations lightly.”

Lingling knew that he would be like this, and was prepared for his attitude and thoughts, directly opened a file package on the computer, turned the screen to face Shen Mingyu and the people of Yueming Group, frowned and said: "Then let's see Take a look at one of the most famous FMCG brands in the world - the history of Coca-Cola's logo and packaging design."

"Coca-Cola was born in 1886. The initial logo was made of Spencer body, which has laid the foundation for the brand's later design and style orientation. In the subsequent design reform, the fishtail logo was added at the bottom of the logo, and it was changed again. The white ribbon has also added a sense of bubbles, and it was once changed back to the original classic model in the middle. No matter how many versions of this logo have been improved in the past [-] years, it has not deviated from the original orientation. In public perception, no matter it becomes Whatever it is, it won’t be beyond recognition, and you can still recognize it at a glance.”

He flipped through the pictures of each version of the Coca-Cola logo and bottle design in his computer, and finally concluded: "I think this kind of brand upgrade is effective and has inheritance, instead of throwing history like trash. Just like throwing away everything, creating the future does not mean denying the past completely.”

"From a practical point of view, if Zizaixiang is changed beyond recognition, it will be like creating a new brand, which will easily lead to blurred brand recognition, market shocks, and a large number of old customers will be lost."

After these blunt words were finished, the conference room fell into silence, only the marketing director Zhao Tao made an untimely drink of tea in the middle, Ling Ling glanced at the opposite side, and found that several senior executives of Yueming Group looked like they had nothing to do with themselves Looking at Shen Mingyu, it seems that he is thinking seriously.

For a moment, Shen Mingyu pinched the center of his eyebrows and said, "Mr. Ling, I think the last question you mentioned is not something you should consider. As a designer, you just want to make a sufficiently eye-catching design, and that's enough. In other words, appearance is justice, and fast-moving consumer goods are the same. Especially in this era, it only takes three seconds to grab the attention of young people. It's useless."

Neither of the two parties could convince the other. Shen Mingyu said: "I wanted to discuss the design ideas with Teacher Ling yesterday, but I was delayed by other things. Teacher Ling said that it would take time to digest the reference pictures I sent to the group, but this time we will talk Come to think of it, I think Teacher Ling is still sticking to the old thinking of the previous proposal, you have already tried that direction, and we have all seen the effect, why can't you try something bolder and sharper?"

Zhuo Pai touched Ling Ling's knee under the table, telling him not to be stubborn. Since Party A expressed his position, he would listen to the other party. After hearing this, Ling Ling became more serious and said to Shen Mingyu: "Mr. I have read every design drawing of every project in the group. I may know more about some design projects than you. What you sent is just a picture. I just think it is bright and beautiful, but every design You didn't mention the story behind it and the project situation at all. You don't know why these designs are done this way. This is the root of the eye-catching and good-looking. That's the real reference."

Shen Mingyu pondered for a while, then nodded: "That makes sense." Looking at Ling Ling with certainty, "This is the homework you should do."

Lingling was stunned for a moment, but Shen Mingyu seemed to be in a good mood, and said, "After you say this, I think we have no conflicts. The result I want is that Zizaixiang will become a trendy brand again. I want it to be popular and placed in the store. Super bright, young people like it, I believe you agree with this, the final result is nothing more than this, as for how to achieve this goal, whether it is inheritance or innovation, this is your task, I say so, Does that count as us reaching a consensus?"

Lingling reluctantly nodded, and Zhuo Pai made a timely statement: "That's right, we also have the same idea, otherwise what are we doing here? Isn't it just to solve problems for customers!"

Shen Mingyu smiled, and asked several senior directors for their opinions. Zhao Tao held his teacup and shook his head and said a few words. Don't all designers look forward to having such a client who can let them let go and display their talents?

Zhuo Pai repeatedly said yes.

Lingling sighed, thinking that they were about to kneel down to thank the Lord Long En, this meeting was really efficient, it was as good as if it hadn't.

In the later part of the business, Zhuo Pai and AE came to talk, and set a specific design list for the first stage and the time for the first wave of first draft proposals with the client. The new logo and VI will be released first, and the time will be one month later. Party B will give to three groups of programs.

At the end, Shen Mingyu shook hands with the people on Zhuo Pai's side. When he reached Ling Ling's hand, he used a little force, blinked at him, and said with a smile on his lips, "Don't compromise, just let go and do it."

Lingling: ...Huh?