2021/10

【Background 】

As Fuyou Construction in Fujiyoshida, Yamanashi Prefecture, we play the role of a community-oriented general contractor. We took on their new business, responsible for comprehensively planning the log cabin brand. Leveraging research-based strategies and brand design, we engaged in profound creative management to craft a unique and sharp worldview. Ultimately, we successfully established processes and outcomes that empower the client to independently operate and sell the brand, fostering the corresponding mindset.

今日も木漏れ日がそよいで (Today, the sunlight filtering through the trees sways gently)

Unable to initiate the project solely relying on internal company resources.

Initiated only through inquiries from customers who viewed our company's service website, this project officially began. Several years ago, the client internally had the intention to establish a log cabin brand but struggled to effectively drive this initiative forward. Through detailed customer consultations, we identified the following issues:

• Changes in the market and consumer attitudes due to the pandemic, making it challenging to build a business that adapts to the current situation.

• Lack of experience in research and marketing thinking in business planning.

• Insufficient talent within the company to comprehensively consider and organize strategic, branding, and external promotional measures, coupled with inadequate knowledge reserves.

To address these challenges, we proposed an approach of "not just service branding but also inclusive of overall business strategy design" to tackle these issues.

【Hightlight】

・Information × Worldview × Learning to Build an Independent Brand

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Based on the aforementioned challenges, we initially conducted market awareness and goal setting, initiating responses by studying potential lifestyle changes due to the pandemic and shifts in consumer values.

The results indicated a growing desire for life in nature-rich environments, not limited to high-income individuals but increasingly sought after by the middle class who wish to enjoy natural living in the outskirts of Tokyo through remote work.

In particular, we observed that post-marriage, women aged 30 to 40 were anticipating lifestyle changes and were considering living environments including children. They tended to seek such a lifestyle.

Building on this assumption, we constructed a personal image, conducted interviews with individuals similar to the envisioned persona. After the hypothesis underwent validation, we decided to formulate strategies from this perspective.

During competitive research, we identified a gap in the market for a women-centric brand positioning. Ultimately, we successfully established a brand centered around the core value of providing natural living that meets the needs of women and children. Grounded in this core value, we conducted detailed strategic settings such as SWOT analysis, STP configuration, and business model design.

In terms of direction, we focused on a precise target market to become a leading brand specializing in niche markets, forming the core of our strategy and designing a corresponding worldview.

Given the niche market, we needed to create a strong worldview, thus managing and producing all creative aspects, from naming to photography, spatial and interior design during shoots, and website design, aiming to establish a unified and consistent worldview.

By sharing this execution process with all stakeholders, we successfully provided a learning opportunity for the client, enabling them to grasp strategic thinking and brand management topics.

・Building Future Weapons and Practicing Responsibility

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Through approximately six months of involvement in the entire project, we achieved unexpected results, such as exposure on online media and sparking positive feedback.

Moreover, the client actively presented ideas such as "focusing on markets, allowing people to experience natural living through various means, what do you think?" and "perhaps through such communication and promotional strategies, we can better reach customers?" These proactive ideas and opinions, coupled with the learning brought about by the project, demonstrated a proactive attitude and action towards forward-thinking ideas and opinions.

By establishing solid strategic and brand concepts, enabling all stakeholders to drive business in a profound understanding state, we successfully built a powerful organization and brand capable of independent operation.