Turning an everyday public space into a place where Guangzhou's culture keeps happening.把每天经过的公共空间，变成广州城市文化持续发生的现场
An annual brand platform bringing transport, exhibitions, festivals, public culture, and major events into one recognizable passenger experience.以“轻生活”为年度平台，把新线、展会、节日、公共文化与重大赛事带进地铁空间。
CASE 48案例 48
Company project materials; public release is subject to client authorization and asset verification.公司在册项目材料
Company project materials; public release is subject to client authorization and asset verification. 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
A major public-service brand reaches people every day, yet that familiarity can make it feel like invisible infrastructure. If new lines, festivals, exhibitions, public-interest programs, and cultural initiatives all speak separately, the brand becomes fragmented; if they use one rigid template, each real setting loses its warmth.大型公共服务品牌拥有极高日常触达，却也容易被视为“理所当然的基础设施”。 不同线路、节日、展会、公益与文化项目如果各自表达，品牌会变成一组零散活动； 如果全部套用一套模板，又会失去真实场景与城市温度。
02
The decisive insight关键洞察
'Light Living' unified the value of different moments rather than forcing every poster to look identical: metro travel makes distance feel lighter, city experiences feel closer, and public culture easier to encounter in daily life.明通用“轻生活”统一不同节点的价值：地铁让距离更轻、城市体验更近、公共文化更容易进入日常。 统一的不是每张海报，而是每个项目与乘客之间的关系。
03
The core idea核心创意
Use one annual relationship platform to guide themes, visual systems, station spaces, interactive installations, line materials, digital content, video, and communications—while allowing each passenger setting to retain its practical and emotional character.用一个清楚、可识别、可延展的创意主张，统一内容、媒介、体验与后续承接。
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
明通的工作跨越年度主题、视觉系统、站内空间、互动装置、线路物料、数字内容、视频与传播。
02
关键不是物料多，而是每一触点都回答同一个问题：它怎样让乘客对广州、对公共服务多一份理解与好感。
01
Developed work across annual themes, visual systems, station environments, interactive installations, line materials, digital content, video, and communications.
02
Designed every touchpoint to answer the same passenger question: how can this moment increase understanding and affinity for Guangzhou and its public services?
03
Maintained brand consistency while adapting to the operational limits of different lines, departments, and public spaces.
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。
Company materials document a long-cycle, multi-department, multi-line, and multi-space body of brand work.
02
The recorded work shows concepts translated into real public-space design while retaining a consistent annual platform.
What this proves它证明什么
Why this case matters案例价值
The case materials show coordinated delivery across strategic themes, visual identity, station environments, installations, line materials, digital content, and video.这个案例展示了明通如何围绕“让城市文化在每一次出行中发生”，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
