Lovart Branding & Experience design
Lovart
Your AI Design Partner
Team
Design Lead: Zijie, Beike
Brand Design: Beike, Xiaoiming
Dynamic Design: Awen, Xiaotao
Experience Design: Awen, Jihao
Video Creativity: Xiaotao, Zhai Xue
Lovart作为全球首个Design Agent入局，无直接细分竞品，间接面对Canva、Figma等工具的用户心智抢占；需从0建立品牌认知，同时落地符合产品核心的品牌定位。
品牌端——建立「AI时代Design Agent」的独特品类认知，锚定「智能、直接、低门槛」的品牌心智，区别于传统设计工具；产品端——落地贴合品牌调性的核心产品，打造无门槛的智能创作体验，覆盖专业设计师与零基础创作人群，实现产品冷启动核心数据目标。
As the world's first Design Agent to enter the market, Lovart has no direct competitive products in its niche, but indirectly competes for user mindshare with tools like Canva (low threshold) and Figma (professional collaboration). It needs to establish brand recognition from scratch and simultaneously implement a brand positioning that aligns with the core of the product.
Objectives: For the brand side, establish a unique category perception of "Design Agent in the AI era" and anchor the brand mindset of "intelligence, directness, and low threshold", distinguishing it from traditional design tools. For the product side, implement core products that fit the brand's tone, create a barrier-free intelligent creation experience, cover professional designers and zero-foundation creative groups, and achieve the core data goals of product cold start.
Key Results
核心成果
搭建Lovart完整品牌视觉与体验体系，产品上线即建立 「Design Agent」 品类认知。
Lovart beta版上线5天即超过10万人排队申请，上线2个月全球70+国家注册量100w+用户，获得全球900+媒体关注和报道，成为AI设计赛道新锐标杆。
We have successfully established a comprehensive brand visual and experience system for Lovart, creating a strong brand recognition for the "Design Agent" category upon product launch. Within just 5 days of the Lovart beta version's release, over 100,000 people queued up to apply for access. Within 2 months of its launch, Lovart garnered over 1 million registered users across 70+ countries worldwide, attracted the attention and coverage of 900+ media outlets globally, and emerged as a cutting-edge benchmark in the AI design sector.
Product Strategy
产品策略
Brand Strategy
品牌策略
用户&赛道调研
核心结论：核心用户分两类——专业设计师（需求：提效、AI辅助创意，痛点：传统工具操作繁琐、AI功能割裂）、零基础创作人群（需求：快速出成果，痛点：设计门槛高、无专业审美能力）；
间接竞品分析——Canva侧重模板化低门槛但智能性弱，Figma侧重专业协作但上手难度高，二者均未实现「Agent级」的主动智能创作体验。
品牌定位锚定
Lovart是全球首个专业级 AI 设计 Agent，我们将其定位为「你的AI设计伙伴」，核心是用自然语言交互完成从创意构思到专业交付的全链路设计工作，而非单纯的图像生成工具。
我们试图探讨设计的终极价值，是让科技成为人文的表达载体—— Lovart认为，智能设计不该是冰冷的效率工具，而应是懂审美、有温度、能共情的创意伙伴，让每一份设计需求都能生长出“技术精准度”与“人文独特性”兼具的作品。
Key findings from user & industry research:
Core users are divided into two categories - professional designers (needs: efficiency improvement, AI-assisted creativity; pain points: cumbersome operation of traditional tools, fragmented AI functions) and zero-foundation creative individuals (needs: rapid results; pain points: high design threshold, lack of professional aesthetic ability). Indirect competitive analysis - Canva focuses on templated low-threshold but weak intelligence, while Figma focuses on professional collaboration but has a high learning curve. Neither has achieved an "Agent-level" active intelligent creative experience.
Brand positioning:
Lovart is the world's first professional-grade AI design agent. We position it as "your AI design partner", with the core focus on completing the full-chain design work from creative conception to professional delivery through natural language interaction, rather than being a mere image generation tool. We seek to explore the ultimate value of design, which is to make technology an expression carrier of humanity. Lovart believes that intelligent design should not be an impersonal efficiency tool, but rather a creative partner that understands aesthetics, has warmth, and can empathize, allowing every design requirement to produce works that combine "technical precision" and "humanistic uniqueness".
人格化AI Agent
从效率工具到创意伙伴
商业逻辑
工具的用户粘性仅靠“功能好用”，易被技术更优的竞品替代，而承载身份认同的消费品会让用户产生情感依附与品牌忠诚，用户为“自我表达”付费的意愿远高于为“功能使用”付费，还能延伸出品牌周边、圈层社群、定制化服务等多元商业价值，实现从“单次工具使用”到“长期品牌消费”的商业闭环。
核心战略思考
打破Design Agent的工具属性，以消费品思维打造Lovart品牌，构建设计创作者的身份认同体系。精准捕捉消费市场从功能满足到身份表达的升级趋势，以及AI Agent赛道人格化的发展方向，提出将Lovart从设计工具升级为承载用户设计审美、创作身份的消费品，通过打造品牌价值符号、构建用户情感连接，让产品成为设计创作者的身份标识，实现品牌差异化竞争与商业价值的多元延伸，为Lovart在Design Agent赛道建立核心品牌壁垒。
Business logic
The user stickiness of tools solely relies on "good functionality", making them easily replaceable by competing products with superior technology. However, consumer goods that embody identity recognition can foster emotional attachment and brand loyalty among users. Users are far more willing to pay for "self-expression" than for "functional use". This can also extend to diverse commercial values such as brand merchandise, community groups, customized services, etc., achieving a commercial closed loop from "single tool usage" to "long-term brand consumption".
Core strategic thinking
Breaking away from the tool attribute of Design Agent, we aim to build the Lovart brand with a consumer product mindset and establish an identity recognition system for design creators. Accurately capturing the upgrading trend of the consumer market from functional satisfaction to identity expression, as well as the direction of personalization in the AI Agent track, we propose to upgrade Lovart from a design tool to a consumer product that embodies users' design aesthetics and creative identity. By creating brand value symbols and building emotional connections with users, we aim to make the product an identity symbol for design creators, achieving differentiated brand competition and diversified extension of commercial value, and establishing core brand barriers for Lovart in the Design Agent track.
品牌核心符号设计
通过角色化的核心符号设计，为Lovart赋予直观的性格和表情，让抽象的Agent概念变得直观和可被感知。我们强化Design Agent的独特品类视觉认知，具备差异化的同时，也兼顾科技感与亲和力，既满足专业设计师的审美要求，又降低零基础用户的视觉认知门槛。
Brand core symbol design
Through the design of core symbols with distinct personalities, Lovart is endowed with intuitive characteristics and expressions, making the abstract concept of Agent intuitive and perceivable.We enhance the unique visual cognition of Design Agent's product category, ensuring differentiation while also incorporating a sense of technology and approachability. This not only meets the aesthetic requirements of professional designers, but also lowers the visual cognition threshold for users with no foundation.
用户体验核心落地
「品牌视觉即产品视觉」
视觉融合
品牌主色/辅色作为产品界面主色调，品牌超级符号衍生为产品核心图标品牌字体统一应用于产品界面标题/正文，实现「品牌视觉即产品视觉」，降低用户跨场景认知成本。
理念融合
品牌「智能、直接、低门槛」的核心价值，通过产品核心功能落地——自然语言交互体现「直接」，Chatbot体现「智能」，极简界面体现「低门槛」
Visual fusion
The primary and secondary colors of the brand serve as the main color scheme for the product interface, and the brand's super symbols are derived into core icons for the product. The brand's font is uniformly applied to the product interface titles and body text, achieving "brand visual identity equals product visual identity" and reducing users' cross-scenario cognitive costs.
Conceptual integration
The core values of the brand, namely "intelligence, directness, and low threshold", are embodied through the core functions of the product - natural language interaction embodies "directness", Chatbot embodies "intelligence", and the minimalist interface embodies "low threshold".
品牌+产品落地传播
跨渠道传播落地统筹
对接市场团队制定「品牌+产品」传播设计落地标准，制定传播策略，确保所有传播触点均传递「Design Agent」的品牌定位与「智能低门槛」的产品体验。
Coordinated implementation of cross-channel communication
Collaborate with the marketing team to establish standards for the implementation of "brand + product" communication design, oversee the design quality of materials across various channels, and ensure that all communication touchpoints convey the brand positioning of "Design Agent" and the product experience of "intelligent low threshold".