客户：万友康养

项目：品牌全案设计

时间：2024.1

当下中国银发经济正成为国家经济转型的重要引擎。随着60岁以上人口突破2.8亿（占总人口20%），养老服务消费需求呈现多元化升级趋势。未来，银发经济将呈现“需求分层化、服务精准化、产品智能化、产业融合化”的特征，为国家的经济发展注入新的活力。

Currently, China's silver haired economy is becoming an important engine for the country's economic transformation. With the population over 60 years old exceeding 280 million (accounting for 20% of the total population), the demand for elderly care services is showing a trend of diversified upgrading. In the future, the silver economy will present the characteristics of "demand stratification, service precision, product intelligence, and industrial integration", injecting new vitality into the country's economic development.

万友是谁？

万友颐养院前身为福建医大附一护养中心，于2014年成立，是一家首批医养结合机构、五星级养老机构。2024年推出“罗星街道居家社区服务中心”，打造“嵌入式”多功能社区养老服务中心，集运动、健康、社交等功能于一体，旨在让长者享受一站式养老服务。万友承诺，以家为诺，用爱陪伴，为长者提供真诚关怀与高品质照料，让银龄生活更加温暖丰富。

福州万友康复医院（原福建医大附一康复医院）是经福州市卫生健康委员会批准成立的二级康复专科医院，为长者提供全方位医疗、护理、康复服务，为长者有品质的晚年生活保驾护航。

用户画像

我们这次将面临的消费者是谁？

♠️ 长者子女：子女在护理方面的负担很重，加上很多子女由于工作忙，基本没有时间照顾老年人。

♠️ 医养长者：老年人行动不便，非住院类疾病问题，但需要长期的医疗服务和护理服务。

♠️ 养老长者：自理长者生活基本自理，侧重文化养老与社交。半护理长者生活依赖他人，子女无暇顾及，急需生活照护与社交。全护理长者需全方位照护，有医疗康复需求，无法长住医院，渴望舒适养老与适度文娱。

品牌定位

Brand positioning

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♠️ 产品端定位→医养·大健康

♠️ 品牌端定位→长者的生活之家

随着老龄化加深，养老服务需求多元化。万友养老品牌定位为“长者的生活之家”，专注于医养·大健康领域。通过细分老年群体需求，为老年人提供“防—治—养”一体化服务，对医养型老年人实施“医养结合”服务。万友切入医养大健康赛道，成为提供全方位医养服务的领先品牌。

视觉呈现

万友品牌形象的主体融合了彩虹与飞翔的羽翼结合的红十字，彩虹是美好愿景的桥梁，通过医疗达到康养的综合目的，而十字则代表了医养的行业属性。

The main body of the Wanyou brand image combines the rainbow and the flying wings of the Red Cross. The rainbow is a bridge to a beautiful vision, achieving comprehensive health goals through medical care, while the cross represents the industry attributes of medical care.

The color system adopts a combination of Wanyou Orange and Health Green to enhance visual brightness and color perception, embedding young colors into the brand image of silver economy, and arousing the physical and mental pleasure of the elderly.

Nearly 5000 square meters of activity space, with numerous areas such as medical area, elderly care area, rehabilitation area, leisure area, etc. The indoor and outdoor space channels are convenient and the lighting is transparent.

The first floor is equipped with reception, senior canteen, leisure, conference, and rehabilitation areas, while the second floor is equipped with multiple areas for medical treatment, rehabilitation, fitness training, hospitalization, and more.

The guidance is extended on the basis of VI to maintain visual unity.

社会责任

结语