【Who Cares?】 #004 創意物流學Creative Logistics

創意物流學 Creative Logistics

Illustration: BrainRental

創意思維在物流業是無形的文化連結，利用科技和地區文化，GoGoVan 在不同亞洲城市自有不同的演繹。 Creative thinking is used as an invisible power in logistic industry, with technology and local adaption, GoGoVan has developed various shapes in nearby Asian cities.

透過傳意手法建立團隊語言，James O 為員工製作個人肖像插畫，又邀請平面設計師、插畫師、創作單位，設計具活力的圖案印在 T 恤上，讓員工當制服穿上班。 Communication is a tool for team building, James O developed GoGoVan’s staff identity system with their illustrated portrait, also curated a series of T-shirt projects with graphic designers, illustrators and creatives.

製作真人紀錄片系列，在網上平台分享司機的工作故事。 Short film documentary “One Day with GoGoVan Driver” tells the story through their drivers’ point of views.

活用趣味動畫短片和簡單的圖畫，說明 GoGoVan 服務照顧不同類型用家的需要。 With animation short films and illustrations, GoGoVan portraited their service in a friendly and approachable manner, where users from all ages and backgrounds are able to use their service.

「城市議題如設計難題，需要大家一起面對。」

Meet Our Talents

“ Urban issues are just like design challenges, they require people to act as a group to solve. ” 成功的設計，能夠準確捕捉大眾心理，傳達訊

Successful designs are able to accurately

息。近年由年青人創辦的初創公司，利用科技

capture crowd psychology to convey a message.

改變傳統行業，成功打破舊規則，關鍵正是具 備了解用家需要的創意思維。來自廣告創作

In recent years, start-up companies by young entrepreneurs often make use of technologies to revolutionise traditional businesses. The linchpin

背景的柯興邦（James O），2008 年畢業於理大

to break outdated models is to understand users

設計學院廣告設計學，2013 年與朋友們創立亞

through design thinking. James O comes with

洲首個以手機應用程式為載體的貨運物流平台 GoGoVan，主理市場策劃、傳意宣傳工作。

an advertising background. He graduated from PolyU Design in 2008, and in 2013 co-founded Asia’s first app-based platform called GoGoVan that offers a solution for everyday cargo

訪問開首，Ja m es 先解 說 平 台 背 後 的 理 念 ： 「 我 們 利 用 科 技 —— 手 機 a p p 平 台 提 供 電 召 客

transportation. James takes care of marketing and communication for the young business.

貨車服務，將貨車司機和用家連接，提供包

James explained the concept at the start of

括搬屋、運貨、寵物接送等服務。過去客人

our dialogue. “We connect truck drivers with

叫車平均要等三十分鐘或以上，我們卻可以在

customer booking requests made via our

三十秒內回應，有效地節省時間、人力、油費 和資源，提高生活效率。社會正在改變，設計 行業發展亦變得快，需要時刻解決問題。」

smartphone app. The services on offer include moving, transporting cargo, pets, and so on. In the past, a customer would have squandered 30 minutes or more to wait for a feedback from the transportation company. With this app, we are able to respond within 30 seconds, enhancing efficiency by saving time, labour, fuel, and resources. Our society is changing, and the design industry is also agile as people expect designers to solve problems right away.”

柯興邦 James O 2008 年畢業於香港理工大學設計學院，GoGoVan 創辦人之一，主理廣告、市場行銷，負責品牌形 象宣傳。曾與多個國際品牌合作，作品獲本地、海 外獎項。James 一直鑽研各種全方位的廣告傳意 策略，讓設計與數碼平台結合。他深信 2D 生活法 則——Dream 和 Do。 Graduated from The Hong Kong Polytechnic University School of Design in 2008. He is co-founder of GoGoVan, and oversees advertising, marketing, and brand building. He has worked with a number of international brands, winning local and overseas awards for his creative work.

Devoted to 360° advertising communication strategies to achieve synergy between design and digital platform. He is convinced by the 2D way of life - to Dream and Do. www.gogovan.com.hk

人人運輸 由基本做起

Moving with the Basics

GoGoVan 宗旨以客人和效率為先，客戶羣來自

GoGoVan is dedicated to serving its customers

各階層。利用手機應用程式叫車，服務方便、

and enhancing efficiency. Customers come

快捷、省時，成為了不少長者、寵物主人、 搬貨人士的首選。名字令人想起香港八十年代

from all walks of life and demographics. Thanks to the easy-to-use and time-saving app, GoGoVan has become the service of choice for senior

的「 人 人 搬 屋 」，琅琅上口的標語深入民心。

citizens, pet guardians, and cargo movers. The

「我們希望公司名字簡單、易記，形象年輕、有

popularity of the service is reminiscent of the

活力。開業不到一年半，坊間愈來愈多人聽過

widely successful advertising campaign of the “Yan Yan (literally means one and all) Movers”

GoGoVan。」品牌能夠做到街知巷聞，靠的是

in the 1980s. “We wanted an easy to remember,

巨額宣傳，還是名人代言？全部不是，知名度

young and dynamic image. Within a year of

是由基本做起。

starting, more people have heard of GoGoVan.”

James 過去曾在本地多間 4As 廣告公司工作，

車身就是宣傳平台，每台 GoGoVan 貨車不時換上新衣，或配合活動宣 傳，保持品牌的新鮮感。 The cargo van body itself is an advertising medium, so they are repainted regularly to announce latest promotions and to keep the brand refreshing and relevant to customers.

Was the fame built with a substantial marketing budget or a famous spokesperson? Far from it.

GoGoVan started with the basics.

客戶包括飲食、運動、地產、時裝、汽車國際 品牌。從前的身份是美指、創意總監，透過不 同的傳意方法，製作適合用家和市場的案子， 那時總希望取得更多資源，讓作品和美學臻至

Having worked at several 4As agencies, James had produced advertising campaigns for clients, including food and beverage, sports, property, fashion, and automobile international

完美。現在面對公司資源緊絀的現實因素，反

brands. As an art director and later a creative

而讓他想出其他宣傳方法。

director, he would always try to secure more resources for different strategies to gain an edge in aesthetics and impact. Now he focuses on developing alternatives that fit within the company’s budget.

公司宣傳短片具備多元化的敍事能力，從動畫、廣 告、紀錄片等可見 James 如何將品牌故事，變成年 輕活力的傳意媒介。 Short films have great storytelling potential, from animation, TVC, to documentaries, James transformed the GoGoVan story into energetic communication tools.

「 設計首要講求理據，美學則是主觀，無法一 概而論，要視乎對象的需要。」作為初創公 司，James 起初從簡潔的品牌包裝開始：利 用網上平台宣傳，製作動畫說明運送過程；拍

“First and foremost, design is about reasoning

is well designed, employees will be eager to

while aesthetics is subjective and cannot

wear it, and in doing so, build the employees’

be generalised. So you have to look at the

sense of belonging to the company.”

needs of the target audiences.” As a start-up, James started with a minimalist style for

攝記錄短片介紹幕後司機團隊；設立網站、博

the brand, such as promotions on online

客，在 Instagram 上分享第一手活動消息、與

platforms, animations to illustrate how to

客人互動的照片。然而他最滿意的宣傳點子， 卻是公司內部溝通的創意策略。

use the service, interview documentaries to showcase the drivers’ lives, a blog, Instagram, and photos about the interactions between GoGoVan and customers, as well as their latest

「 我想帶來小改變，尤其在公司內部。我們的 員工約有一二百人，主要是八九十後，我們重 視這班年輕人，希望他們覺得這是一份有意義

events or promotions.

But James is most proud of the company’s creative strategy for internal communication.

的工作。每位入職員工均會獲得一幅 custom-

“I want to make small changes especially with

made 的插畫肖像，於公司內部電郵、通訊設備

those inside the company. We have around

上使用；策劃創意Tee，邀請不同藝術家、平面 設計師、插畫師演繹 GoGoVan 名字，讓員工當

one to two hundred employees, mostly in their 20s and 30s. We value this group of young talents, and we hope they understand

制服穿著上班，概念就如蘋果、Google 的公司

that their jobs are meaningful. Each new

Tee 一樣。制服好看，大家自然穿得快樂，無形

employee will be given a custom-made

中建立認同感。」

cartoon portrait which will be used in all internal emails and communication equipment. We also launched our creative tees, as an unofficial uniform, created by different artists, visual designers, and illustrators to reinterpret with the GoGoVan name. Apple and Google also have their company tees, and that’s the idea. If the uniform

從流動宣傳站、節日限定服務、繪畫活動、寵物日等，在 GoGoVan 的 Instagram 上可以看到司機與用家的互動。 From roadshows, seasonal events, illustration activities, to pets days, driver-customer interactions can be referenced on GoGoVan’s Instagram page.

香港框架為本 海外落地經營

Hong Kong Framework, Local Adaptation

GoGoVan 的註冊貨車超過三萬輛，業務擴展到

GoGoVan’s fleet of registered cargo vans

to meet user or society needs. “I attended a

新加坡、韓國、中國內地和台灣等地。其手機

has surpassed 30,000. The company has also

sharing by Stanley Wong, a renowned artist

expanded to Singapore, Korea, mainland

and designer, in class where he shared the

China, and Taiwan. Although the app and service

importance of analysing What, Who, When,

model originate from Hong Kong are now

Where, Why and How. This mantra of thinking

adapted overseas, the promotional campaigns

through the 5Ws and 1H is applicable to

and service details are locally conceived and

different situations.” GoGoVan is not only

implemented in situ.

poised to take care of transportation needs,

應用程式和服務模式源自香港的版本，在宣傳 推廣、服務細節上，則注重落地實踐。 「社會問題就如設計一樣，大家面對的生活需 要和城市問題必有共通性。雖然最完美的狀況

but also eyeing on effecting social change

是採用劃一制度，如秦始皇統一度量衡，方便

“Society can be seen as functioning like

and catering to new possibilities in the

營運。現實卻因地域不同，衍生文化、語言、

design, everyday needs and urban problems

logistics market.

生活的差異。我們只能以香港框架為本，在不

are shared by members of society. Ideally,

同亞洲城市發掘地區性的物流系統。不同城市 有不同的處理方式，例如：為了接地氣，內地

standardisation would work in facilitating trade and communication, as Emperor Qin Shi Huang who first unified China. In reality,

八大城市的業務名字叫『快狗速運』；台灣運

the difference in locales mean differences in

輸偏重送件，則採用機車快遞為主。」James

culture, language, and ways of living. We must

強調創新不只是創意，更是理解用家 ／社會需 要，提出相應的解決方案。「以前上課曾經聽過

develop our fleet to identify regional needs for logistics and fine tune our service model for each market. Different cities will have

資深創作人黃炳培的分享講座，他說要清楚分析

their own solutions. For instance, GoGoVan’s

What、Who、When、Where、Why 和 How，因

business in eight mainland cities is with a

為這套 5W1H 的理性思考分析，適用於很多不 同情況。」故此，GoGoVan 的服務定位並不單

Chinese name ‘Kuaigou’ literally means Greyhound Express to gain popularity; whereas in Taiwan, deliveries are made mostly by

是運輸，還有開創物流業市場的新可能，回應

motorcycles rather than cargo vans.” James

社會改變 。

insists that innovation is not limited to creativity, but also to offer suitable solutions

GoGoVan 的服務推廣至亞洲各大城市，在中國內地、台灣、首爾、 新加坡等，分別採用與當地民風相近的服務和宣傳手法。 The GoGoVan service has been launched in other Asian cities. In mainland China, Taiwan, Seoul, and Singapore, service models and marketing campaigns are tweaked to suit the local market.

入讀設計學院，是因為 「 我的中學成績屬中等水平，自覺是一名平庸 學生。然而，我自小喜歡視藝和攝影，甚至報 讀過工聯會舉辦的廣告設計課程。報考理大設

I chose PolyU Design because...

Good Design is…

“I felt like an average student in secondary

“The answer to the question ‘What is design?’

school, as my school grades were not

changes over time. Sometimes design can

outstanding. However, ever since I was a little

help solve social issues, other times design

kid, I have always been interested in visual

is used to create beautiful packaging.

arts and photography, and I was even enrolled

However, what advertising design taught me

讀設計可以研習美學外，還學懂運用邏輯和解

in an advertising course in HKFTU evening

is to always learn new things, to understand

難能力於日常生活上。畢業後入職廣告公司，

school. I chose PolyU Design because I am

the personalities of your target group so that

interested in design, and I like to think things

you can respond their needs in the shortest

through. Besides getting myself an education

time with the most effective solution.”

計，是因為個人興趣。我同時喜歡理性思考，

從恆美、奧美、麥肯到李奧貝納，一直與不同 客戶合作，工作上考慮的不是自己，而是如何 做好一件事。」

in aesthetics, design thinking allows me to develop logic and problem solving skills that can be applied in everyday life. After

好的設計是

graduation, I have collaborated with different clients throughout my career in advertising.

「 設計的定義經常跟隨社會改變，設計可以解 決問題，又或者是包裝專家。然而廣告設計教

From DDB to Ogilvy & Mather, and from McCann to Leo Burnett, my focus has always been on how to get the job done well for the

懂我要經常學習新事物，理解對象的不同性格

client rather than serving my own creative

和需要，有效地在最短的時間內回應問題、傳

interests.”

達訊息。」

My most memorable learning experience is...

最難忘的學習經驗是 「 我喜歡視覺藝術，卻不算是技巧型的設計師。

“I like visual arts, but I am not a skills-based

入讀設計學院的第一年，很擔心自己的電腦軟

designer with a strong technical background.

件操作技巧不足，趕不上來自工業學院或設計 基礎課程同屆同學的進度。第二、三年級時開

In my first year at PolyU Design, I was anxious that my software skills were not up to par, and I would be left behind as my classmates

始發現設計的好壞，最終關鍵在於思考，因為

hailing from technical institutes or higher

廣告行業需要不停地解決問題，美術指導的能

diploma programmes had better skills. In my

力在於判斷、搜尋合適美術風格的合作單位， 如攝影師、插畫師等。這也是設計思維的訓練 成果。」

second and third year, I found out that good designs stand out from the bad ones because of thought through ideas. As everyone is pressed to solve problems day in and day out in the advertising industry, the art director’s job relies on sound decision making

In Europe and the US, designers are important in companies, they have taken critical roles in government and financial sectors. Design is very critical to our future, especially when technology are developing so fast nowadays.

and identification of the appropriate style of the collaborating artists, such as photographers and illustrators. The ability to do the right thing comes from years of training in design thinking.”

I l lu s t ra

: B r ai n Re tion n t al

Issue #004

PolyU Design

Editorial: SD PRESS | Text: Ire Tsui | Images: provided by GoGoVan | Translation: Alan Chan | Illustration: BrainRental www.polyudesign.com | Facebook: HK PolyU School of Design ©2017 The Hong Kong Polytechnic University School of Design. All rights reserved.

Cees de Bont Dean of School of Design & Swire Chair Professor of Design, Alex Wong Siu Wah Gigi Wong Fook Chi Endowed Professorship in Product Design Engineering, PolyU