往后靠，好好享受！

永艺已经是太极鱼超过5年的老客户了。我们看着这家公司成长和发展，能成为这些变化中的一部分总是那么令人愉悦。这一次永艺准备用其丰富产品线之外的新产品惊艳市场——一条休闲椅的产品线。

如何在拥挤的B2B市场中脱颖而出？

永艺的主要业务集中在B2B部分。在中国市场，特别是专注于公对公模式的企业一般都忽视品牌的形象，全部注意力都集中在趸售上。这个方法可能在过去是行之有效的，但是就提高竞争力、品质需求和客户期许的考量而言，这就不再那么实用了。要有前瞻性地考虑业务竞争力，比方说永艺，就意识到这个潮流，决定不再随大流。

以人为本

永艺休闲椅是为了满足消费者对时尚和品质的高水准要求。但是当你的主要聚焦点是对公，那又如何找到你的消费者呢，他们在哪里，因为很多人会想，专注点从品牌上移走了。答案很简单：无论是B2B，还是对最终消费者，人永远是主要的目标受众。最终的决定是由某一个人做出的。而这个决定强烈地影响着这家企业的形象：这就是品牌识别。颜色、标识、产品手册、网站、展位设计——每一个元素都在诉说着品牌。如果品牌有连贯性、相关性、经过深思熟虑，那它就能拥有吸引人的力量，并带来潜移默化的信任。如果品牌的形象没有连贯性，粗糙而又仓促，那么它就很容易让人产生疑惑，这疑惑不只是针对产品，也有可能是针对整家公司。这个无论是在B2B领域还是在B2C领域都是一样的。

解决方案

为了支持座椅的高品质，我们开始开发适合的产品名。在知道这款产品也会远销海外以后，我们就不能忽略发音方面的挑战。选中的几款名字有——Maya、Alabama和Lamar，它们完美地契合了瞬间营造舒适、时尚和品质感觉的整体理念。当然，品牌的发音方面也必须与视觉相协调。

我们已经为每一款椅子开发了一系列美观又时尚的宣传册，保持了整体调性，同时突出其特点。

新的产品线配备了时尚的名称，一系列新的宣传册、产品手册和富有现代感的网站，在国际展会的现场产生了轰动的效果，给企业带来了不止是预期的销量，更重要的一点，还有尊重、信任和国际方面的认可。

我们提供的服务有：

1. 品牌名称（起名）
2. 产品手册设计
3. 网站设计和开发

A review of our past work with UE

Office Chairs: At the start of our collaboration we developed a distinctive system of office chair brochures (initially only for export sales). The cover is die-cut in the shape of the back rest with the fabric color options openly visible.

Lounge Series: Before we developed this brochure with professional photography, UE used a large poster to introduce their 20+ lounge chair products. Design and production of this new brochure cost much more than any previously produced B2B brochure, but it paid off: In a phase of cooling market, UE managed a 30% increase in this business segment.

Positioning: The entry level of products are introduced with a clean but reduced brochure. No environment photography and to-the-point communication convey the positioning of this product line.

High performance: For the top model, Mellet, we created a large fold-out brochure as well as a video animation for the trade show. 

Design focus: This training chair shows the design aspirations of UE and the brochure also breaks the grid highlighting colors and shapes.

Take a nap: This platform of chairs comes with an expandable footrest which is an attractive feature, especially for the Chinese market with its healthy lunch nap culture.

Clean Lines: For this beautiful task and meeting chair several environment scenarios were set-up that show its versatile application.

Recliner System: This year’s innovation: the Lamar modular reclining chair. With a selection of back rest designs, arm rests and different base designs many versions of Lamar are possible.

Online: Together with the brochures we also created product websites. The growing recliner portfolio can be experienced online under www.ue-recliner.com

New product category: This year also brought an entire new product category for which we also created brochures and website: perching chairs