由文化和旅游部批准设立、清华大学美术学院指导建立的荆州传统工艺工作站，基于荆楚地区产业发展现状，确定以国家级非物质文化遗产楚式漆艺和楚文化为核心，打造“荆作”“楚生活”品牌，用地域文化及传统工艺的品牌化推广带动当地文化和旅游产业发展。论文作者参与了工作站品牌策划工作，并由此形成此艺术管理实践项目及学位论文选题。论文通过研究楚文化的基本成就与精神内涵，深入挖掘提取楚式漆艺中不同文化元素，结合工作站实践，为“荆作”“楚生活”品牌进行市场调研分析、品牌定位、视觉标识设计以及产品体系构建，全方位规划地域文化及传统工艺品牌化路径。本研究为工作站的品牌运营提供了学术支撑，部分成果已为工作站采纳实施。

Based on the regional industry in Jingchu area, Jingzhou Traditional Crafts Workst-ation (founded by Academy of Arts & Design, Tsinghua University, authorized by MINISTRY OF CULTURE AND TOURISM OF THE PEOPLE'S REPUBLIC OF CHINA) decides to focus on the national intangible cultural heritage Chu lacquer art and Chu culture, and create brands such as “Jing Style” and “Living True”, so as to promote traditional culture and tourism industry by regional culture and branding traditional handicraft. Author of this article participates in the brand planning of the workstation, and sets up this art management practice project and the selection of thesis.Through the research on the basic achievement and spiritual content of the Chu culture, this article deeply extracts the different cultural elements in the Chu lacquer art. Combined with the practice of the workstation, this article not only carries out the market research analysis, brand positioning, visual logo design, and product system construction of traditional brands such as the "Jing Style" and "Living True" , but also plans the path of local culture and traditional craft brand in comprehensive. This research also provides academic support for the brand operation of the workstation, and some of the achievements have been adopted and implemented for the workstation.