以李宁韦德之道12的视觉项目为例，解析如何将产品核心转化为一套完整的品牌化视觉体系。
1. 设计原点：源于产品内核，而非表面元素
项目的起点是球鞋设计师的理念：灵感源自欧洲文艺复兴，并契合韦德本人“优雅与残暴”的双面性。视觉设计没有停留在使用欧式雕花，而是深入挖掘文艺复兴的精神内核——如米开朗基罗引入解剖学带来的真实感与力量张力，甚至是一种“残暴”的美学。这恰好与球鞋的澎湃脚感、韦德的球场风格形成了概念统一。
2. 核心视觉字体的系统化构建
字体选择与改良：选用了经典罗马碑文体，并对其重心、倾斜角度进行改良，以符合现代审美。
2D与3D转化：设计了2D版本，将字体制图的网格参考线直接变为装饰图案；更有趣的是将字体进行3D化处理，形成凹凸的浮雕感，模拟文艺复兴时期繁复的柱头造型。
辅助图形：将球鞋上的雕花元素与网格底纹结合，衍生出辅助图形系统，应用于整套视觉。
3. 品牌化系统思维超越单张海报
本次设计不仅是创作主画面，更是以品牌管理的思维构建了一套完整的视觉系统，包括：
核心LOGO（如韦德花体字与镜像对称的“12”）
字体系统 •辅助图形系统
应用规范（各类版面、空间使用的可能性）
这种系统化思维确保了视觉在全球各地发布会、全国门店换新时能保持高度统一且灵活应用。
4. 线下发布的沉浸式体验
在澳门的首发发布会上，视觉系统得到了深度应用：
与古建筑对话：主视觉元素与真实的古建筑残骸并置，形成历史与现代的呼应与反差。
实物还原：将3D设计的柱头制作成实物，作为核心展台，增强了产品的仪式感和体验感。
动态呈现：通过动态视频，将静态的视觉理念进行动态化演绎，完整呈现策划创意。
总结： 成功的产品视觉形象，始于对产品理念的深度解读，成于系统化的视觉管理。它让产品发布超越了简单的信息告知，升华为一种具有文化深度和沉浸感的品牌体验。
Taking the Li-Ning Wade Way 12 visual project as an example, we analyze how to transform a product's core essence into a comprehensive branded visual system.
1. Design Origin: Rooted in the Product's Core, Not Superficial Elements
The project began with the sneaker designer's concept: drawing inspiration from the European Renaissance while embodying Wade's duality of “elegance and brutality.” The visual design didn't merely adopt European ornamentation but delved into the Renaissance's spiritual essence—such as the realism and dynamic tension brought by Michelangelo's incorporation of anatomy, even embodying a “brutal” aesthetic. This conceptually unified with the shoe's powerful feel and Wade's aggressive court style.
2. Systematic Development of Core Visual Typography
Type Selection and Refinement: A classic Roman epigraphic font was chosen, with its center of gravity and tilt angle modified to suit contemporary aesthetics.
2D to 3D Transformation: A 2D version was designed, transforming the grid reference lines of the typeface into decorative patterns. More intriguingly, the font underwent 3D processing to create a raised relief effect, mimicking the intricate capitals of Renaissance columns.
Supporting Graphics: Combining the carved elements from the sneakers with the grid background texture, a supporting graphic system was derived and applied throughout the entire visual identity.
3. Brand System Thinking Beyond a Single Poster
This project extended beyond creating a main visual to establish a comprehensive visual system through brand management principles, including:
Core Logo (e.g., Wade's script font paired with a mirror-symmetrical “12”)
Typography System • Auxiliary Graphic System
Application Guidelines (flexible implementation across layouts and spatial contexts)
This systematic approach ensured consistent yet adaptable visuals for global launch events and nationwide store rollouts.
4. Immersive Offline Launch Experience
At the Macau premiere, the visual system was deeply integrated:
Dialogue with Ancient Architecture: Main visual elements juxtaposed with authentic ancient architectural ruins, creating resonance and contrast between history and modernity.
Physical Replication: 3D-designed column capitals were fabricated into physical installations, serving as the core exhibition platform to enhance the product's ceremonial and experiential qualities.
Dynamic Presentation: Static visual concepts were animated through dynamic videos, fully realizing the creative vision.
Conclusion: A successful product visual identity begins with deep interpretation of the product concept and is achieved through systematic visual management. It elevates product launches beyond mere information dissemination, transforming them into brand experiences rich in cultural depth and immersive engagement.