Ucan 2020: Alipay Five Fortune Brand Story
Alibaba Design
Alibaba Design consists of more than 2,000 designers from 40 design teams across the Group, including Taobao, Tmall, Fliggy, Ant Financial, Alibaba Cloud, AliMama, Cainiao Logistics, Alibaba Entertainment, Koubei, DingTalk, Alibaba Auction and Xianyu.
Ucan is a global design industry conference hosted by Alibaba Design, with a commitment to global design and business, export value, empowerment and the future. It‘s also a platform for the industry and business partners to promote, showcase, communicate and collaborate.
Ucan 2020 official website: ucan.alibabadesign.com
After five years of continuous evolution and development, collecting Five Fortune has become a new custom of the Spring Festival.
People scan fortune characters to gather cards of Alipay Five Fortune across more than 2000 cities in the world every year.
Maximizing the scope of design permeation -- to build a storyline on top of the core mechanism of engagement, we have created more content based on one unified brand design principle. This enables the Five Fortune to expand its brand permeation range into every part of our communication channels.
Brand Video
Story building expands the brand design assets — there wouldn't be stories without people. The “One Family" is the first story of the Alipay Five Fortune, and also an important brand asset. We are constantly solidifying and evolving the concept of One Family, enabling it to cover all age groups of Alipay users while fitting into different business scenarios.
Finding opportunities, generating the content, and creating hot points -- through the joint release of Alipay Fortune Red with the industry-renowned color agency Pantone, we have let the Chinese Red and its implication of fortune go out to the world. We have also made huge "Chinese Fortune" LED projections onto famous landmarks, of which contains our design symbol: the "Blessing Window". Through this "window", the Fortune Red and Alipay Five Fortune are projected across the world to relay the concept of fortune and happiness -- and we hope this design has let the world remembered Chinese Fortune well.
Brand Concept Video
LED Show on The Greate Wall
LED in Hangzhou
LED Show in Burj Khalifa Tower
2020 is a special year, which also holds an even more special Ucan Summit. We meet across screens instead of being together in person. Here are our sincere prayers to you — "平安"(Ping An, happiness) — We hope the pandemic will end soon, and everyone is safe and peaceful.
