客户简介

天津北海通信技术股份有限公司是国内领先的铁路领域信息化产业解决方案提供商。成立于2001年，注册资本1亿元人民币，营业面积逾10000平方米，是北京世纪瑞尔科技股份有限公司（股票代码：300150）的全资子公司。北海通信业务覆盖中国铁路干线、城际铁路、市（郊）铁路、城市轨道交通、综合枢纽、机场、公共交通等所有交通领域，是国内首家提供车地一体化旅客信息音视频联动发布系统解决方案的高新技术企业。

北海通信的项目案例遍布全国，为中国70%以上的铁路城市、95%以上的城轨城市提供了领先的旅客信息发布系统解决方案，并为亚洲、非洲、美洲等海外客户提供了优质的产品和服务。

存在问题

对于一个行业头部企业来说，北海通信因品牌酷似华为而烦脑，客户误认为这是华为的品牌，造成品牌混淆，认知混淆存在许多的问题影响着品牌的发展，因此需要针对本身的发展战略和企业文化进行全方位品牌重塑。

视觉分析

我们从品牌发展最初开始分析研究，与创始人进行深度访谈交流，最终找到企业发展的关键核心与企业文化进行品牌重塑设计。

Client Profile

Tianjin Beihai Communication Technology Co., Ltd. is a leading provider of information technology solutions for the railway industry in China. Founded in 2001 with a registered capital of RMB 100 million and a business area exceeding 10,000 square meters, it is a wholly-owned subsidiary of Beijing Century Real Technology Co., Ltd. (Stock Code: 300150). Beihai Communication's business covers all transportation sectors, including China's railway mainlines, intercity railways, urban (suburban) railways, urban rail transit, comprehensive transportation hubs, airports, and public transportation. It is the first high-tech enterprise in China to provide integrated train-ground passenger information audio-video linked distribution system solutions.

Beihai Communication's project cases span the country, providing leading passenger information distribution system solutions to over 70% of railway-served cities and more than 95% of urban rail transit cities in China. It also delivers high-quality products and services to overseas clients in Asia, Africa, the Americas, and other regions.

Existing Issues

As a leading enterprise in the industry, Beihai Communication has been troubled by brand confusion arising from its name’s similarity to "Huawei." Customers often misidentify it as a Huawei brand, leading to perceptual and brand recognition issues that hinder its development. Therefore, a comprehensive rebranding initiative is necessary, aligned with the company’s development strategy and corporate culture, to address these challenges.

Visual Analysis

Starting from an in-depth analysis of the brand’s origins and conducting profound interviews with the founders, we identified the core essence of the company’s development and corporate culture. This formed the foundation for a targeted rebranding design to realign the brand identity with its strategic and cultural DNA.