The Guangzhou Metro Spirit lightbox posters draw inspiration from the dynamic energy of cities and the dedication of young workers. Through the use of strong contrasting colors, graphics, and simple text, these posters make a bold and impactful statement. Each poster focuses on a different scene, such as technology, service, design, construction, and culture, reflecting the various aspects of Guangzhou Metro's professionalism and diversity.
Measuring H140mm x W280mm, these lightbox posters are made of high-quality acrylic and feature high-brightness LED lights as the backlight source. The use of low-energy consumption LED lights aligns with Guangzhou Metro's commitment to environmental friendliness and sustainability. The posters are strategically placed in 24 stations across the city, with 8 posters in each station, ensuring maximum visibility and reach.
Zhaohui Lu utilized a Fujifilm medium format camera and lenses for capturing the images, while Adobe Photoshop software was used for post-processing to achieve the best results. The project also employed equipment like softboxes and reflectors to enhance the lighting and achieve superior photo quality.
Extensive research was conducted to ensure that the design met the needs of Guangzhou Metro and the preferences of the target audience. Market research and user research were carried out, including online surveys, in-depth interviews, focus group discussions, and visual analysis. The insights gained from the research guided the design direction and resulted in a series of proposals for Guangzhou Metro's image advertising.
Overcoming creative, technical, and research challenges, the team found a balance between modern design trends and the traditional Chinese culture that Guangzhou Metro represents. The budget constraints, time limitations, and client expectations were carefully considered, resulting in a design that authentically reflects the brand image of Guangzhou Metro.
The Guangzhou Metro Spirit lightbox posters have received praise from clients, passengers, and the industry. They effectively convey Guangzhou Metro's service concept and brand image, enhancing the company's reputation and inspiring employees to contribute to its development.
This exceptional design has been recognized with the Bronze A' Design Award in the Advertising, Marketing, and Communication Design category in 2023. The award acknowledges the outstanding creativity and resourcefulness of the design, which incorporates best practices in art, science, design, and technology, ultimately making a positive impact on the quality of life.
Guangzhou Metro Spirit lightbox posters are a testament to the power of design in communicating professionalism, diversity, and brand identity. Through their vibrant and youthful aesthetic, they captivate the attention of passengers and leave a lasting impression of Guangzhou Metro's commitment to excellence.
Project Designers: Zhaohui Lu
Image Credits: Image #1 : Creator / ZHAOHUILV, Guangzhou Metro Spirit, 2022 Photographer / HAIMINGTAN , Guangzhou Metro Spirit, 2022.
Project Team Members: Zhaohui Lu
Project Name: Guangzhou Metro Spirit
Project Client: Zhaohui Lu