Making a credit card the first identity marker of an independent adult life.让一张信用卡，先成为年轻人迈向独立生活的第一张身份名片
An audience-led product definition connecting a life transition, card concept, visual system, and communication platform.从毕业生迈向独立生活的身份转变出发，统一产品概念、卡面视觉与传播表达。
CASE 54案例 54
Company project materials; public release is subject to client authorization and confirmation of implementation status.公司在册项目材料
Company project materials; public release is subject to client authorization and confirmation of implementation status. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
Credit-card functions are highly standardized, and younger consumers already understand limits, offers, and benefits. A fashionable card face alone would not create a reason to hold the product, while a purely financial message would ignore the identity shift and uncertainty surrounding independent adult life.信用卡功能高度同质，年轻客群对“额度、优惠、权益”的理解也越来越成熟。 新卡若只把设计做得更潮，很难建立持有理由； 若只强调金融功能，又忽略了年轻人的身份变化与独立焦虑。
02
The decisive insight关键洞察
The graduation-to-work-to-independence transition could define the product more powerfully than another benefit list. The card could become a practical companion for arranging independent life more intelligently—not an invitation to uncontrolled spending.明通从“毕业—上岗—独立生活”的人生节点出发，把金融产品定义为进入成人世界的生活伙伴。 产品表达不鼓励无节制消费，而是强调更聪明、更轻松地安排独立生活。
03
The core idea核心创意
Connect starting work with holding a first card as an identity ritual, and use the idea of 'zero burden' to unite product benefits with the desire to feel in control. Young illustration and digital-glitch directions would express different attitudes while keeping card face, key visual, and communication assets in one system.“上岗”连接毕业与职场，“持卡”连接金融产品与身份仪式。 “0 负担”既呼应权益，也表达年轻人希望轻松掌控生活的心理。 围绕这一策略，团队提出不同视觉方向： 以年轻插画表达初入社会的生活场景与情绪； 以数字故障与潮流视觉表达主动、自由的生活态度； 让卡面、主 KV 与传播物料使用同一套符号与语言。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
围绕核心判断，统一策略、创意、内容、媒介与体验触点。
02
根据目标人群与渠道任务拆解执行，并在项目过程中持续校准。
01
Defined the audience around the transition from graduation and first employment to independent living.
02
Developed the positioning of a young person's first credit card before moving into visual execution.
03
Explored illustration-led life scenes and digital-glitch aesthetics as distinct creative directions.
04
Unified the card face, master key visual, and campaign materials through a shared symbol and language system.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
明通能参与产品从 0 到 1 的定义，而不只是接收 Brief 后美化画面。
02
我们把人群、定位、概念、设计与传播连接成一个产品资产系统。
01
The recorded work connects audience understanding, positioning, product concept, card design, and communications in one product-asset system.
02
Public claims about final issuance, adoption, or commercial performance require confirmation of implementation and client authorization.
What this proves它证明什么
Why this case matters案例价值
The materials show Meantime contributing to product definition from the audience and positioning stage—not only styling a completed brief.这个案例展示了明通如何围绕“年轻人的第一张信用卡”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Addressing the perception that Beijing Daxing is too far, Meantime shifted focus from distance to total travel time, highlighting efficiency across the entire journey.面对“大兴机场离市区远”的固有印象，明通没有回避距离，而是把消费者真正关心的问题，从公里数转向总耗时。
南方航空品牌增长与年度传播内容与体验激活
China Southern AirlinesBrand Growth and Annual CommunicationContent and Experience Activation
As international travel resumed, Meantime paired route information with an emotional invitation to rediscover distant destinations.国际航线重启时，用户缺的不是一条航线通知，而是再次出发的情绪许可。
海南航空品牌增长与年度传播内容与体验激活
Hainan AirlinesBrand Growth and Annual CommunicationsContent and Experience Activation
Meantime organized travel, dining, shopping, transfers, and passenger care into ten content phases under the Fly via Guangzhou platform.以“经广飞 Family”统一出行、餐饮、购物、接机与暖心服务，持续经营十个旅客场景。
广州白云国际机场品牌增长与年度传播内容与体验激活
Guangzhou Baiyun International AirportBrand Growth and Annual CommunicationsContent and Experience Activation
