ART DIRECTOR: Guang Yu / Nod Young
DESIGNER: Wen Di / Han Lu / Wang Xiaoshuai
CLIENT: 播 broadcast
In the design of the broadcast, we were looking for something that could be interpreted as 'Vitality'. Vitality is a concept that is simple and common when you don't think about it, but difficult when you really want to find it. In the beginning, we underestimated the difficulty of finding the 'Vitality'. It was so simple that when it appeared, we couldn't believe "it was it", and it was only after missing it many times that we really understood it and realized that the little gaping hole between the lines of "broadcast" was the 'Vitality' we have been looking for. Broadcast is "播" in Chinese, which has many interpretations, such as sowing seeds, transmitting information, and scattering from the centre to the edge. As a women's fashion brand, Broadcast is an expression of confidence in the way women dress in this era.
在播的设计中，我们一直在寻找一种可以被理解为“生命力”的东西。“生命力”是个不仔细想时觉得很常见、但想要找到它时却很难的概念。一开始，我们低估了寻找“生命力”的难度。它太简单了，以至于当它出现的时候，我们都不敢相信“竟然是它”，在错过了很多次之后，我们才终于真正理解并意识到“播 broadcast” 字里行间闪烁显现的小缺口，就是一直寻找的生命力。播，有很多解读方式。播是播种，是洒下种子。播是播放，是传递信息。播是散射，是从中心到边缘的试探。作为一个女装品牌，播是对于这个时代女性着装方式的自信表达。
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