《麻雀地·同心巢》——下栅社区品牌化服务设计实践
“Sparrow Grounds · Co-Creating a Shared Nest” — A Service Design Approach to Community Branding in Xiace
服务设计 | 社区品牌服务系统设计
Service Design | Community Brand Service System Design
本项目以服务设计为方法，围绕“村改居”社区更新展开，以珠海市下栅社区为实践对象。通过调研与共创，提炼在地文化资源，建立以“麻雀地·同心巢”为核心的品牌叙事，并设计IP形象、空间导视和线上传播等触点，将社区的历史记忆与日常生活转化为可参与的体验，探索社区品牌在真实场景中的构建与落地方式。
This project applies service design as its primary approach to community renewal in the context of “villages-to-urban communities” transformation, using Xiace Community in Zhuhai as the case study. Through field research and co-creation workshops, it identifies and synthesizes local cultural resources to develop a community branding narrative centered on “Sparrow Grounds · Co-Creating a Shared Nest.” The project further translates this narrative into tangible touchpoints, including IP characters, spatial wayfinding systems, and digital communication channels. By doing so, it transforms local historical memory and everyday practices into participatory experiences, exploring how community branding can be constructed and implemented within real-world service contexts.
