2021/03
【Background】
We conducted a brand reshaping and redesign of the corporate website for a construction company with nearly a century of history. As they aimed to expand into new ventures, bridging the gap between this ambition and their century-old legacy, we provided comprehensive services ranging from business strategy to support. Consequently, we successfully achieved a repositioning that closely linked the brand concept with the business content.
・Long History × New Challenges
We first listened to Representative Takahashi's thoughts and engaged in discussions with him, discovering his highly challenging spirit. Tobitaka Co., Ltd. lacks a clear direction on how to organize the value it creates for customers and society and how to express it as business and brand messages, leaving a disjointed impression. As a result, Tobitaka Co., Ltd. seems to have fallen into a situation where discussions revolve around the exploration of "construction tech-related businesses and presentation" without a strong connection.
Therefore, in addition to the website design request, we suggested reexamining Tobitaka Co., Ltd.'s core values and designing alignment with its business and messaging.
【Highlight】
・Find strengths from what you are currently doing
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Before the final website design outcome emerged, we prioritized organizing and articulating the fundamental thoughts and values of Tobitaka Co., Ltd.
Therefore, we implemented the following approach:
Focusing on its 100-year history, contemplate the identity of Tobitaka Co., Ltd.
Not only showcase it as a brand but also try redesigning the business itself.
We delved deeply into the most distinctive aspect of Tobitaka Co., Ltd., namely the "Tobi Group with a 100-year history," studying the roles it played in history, the mindset within, and the content inherited and transformed by Tobitaka Co., Ltd.
Building upon this foundation, through the creation of a "Brand DNA" brand definition document, our aim was to enable the Tobitaka brand to be designed and explained in a comprehensive manner.
Simultaneously, during the aforementioned work, we proposed an idea aiming to establish a venture to express the revealed brand values and mindset. Being a historical Tobitaka company, long engaged in business in Tokyo, and already involved in stage art for period films, we believed we could use this as a starting point to showcase this fresh brand direction through creating new business ventures. This approach not only involves image strategy but also allows Tobitaka Co., Ltd.'s identity and values to be perfectly conveyed through work. Therefore, we believed it could create a perfect state.
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Tokyo Creative Industry
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Through these methods, we have successfully arrived at the following outcomes。
We have identified "Tokyo Creative Industry" as the key concept to express the history, mindset, and future values of Tobitaka Co., Ltd.
With "Tokyo Cultural Creativity" at the core, we have initiated a cultural creative project that connects history with the present.
In exploring the identity of Tobitaka Co., Ltd., from the perspectives of history and the Tobi work, we have discovered an important aspect: the continuous effort in Tokyo to rediscover and express culture.
This is not just about fulfilling the historical mission of Tobitaka Co., Ltd., but it demonstrates a continuous attitude of contemplating how to elevate history and culture to modern times, embracing a self-challenging approach. Due to this characteristic, to best embody this attitude, we have chosen to use "cultural creativity (linking traditional culture with modern values, redesigning)" as the key term, and adopted "Tokyo Creative Industry" as the brand concept. This positions Tokyo as the stage, connecting history and culture with the modern era, and designing a new value identity.
In addition to expressing the brand concept mentioned above through design and message delivery, we proposed an idea to potentially incorporate it into Mr. Tobitaka's daily activities and create new business ventures. We suggested initiating a project called "Cultural Creative Business," where objects with historical and cultural value are redesigned into businesses reflecting modern values. This proposal offers a business opportunity only achievable by Mr. Tobitaka for clients interested in incorporating history as a theme linked to modern design.
Ultimately, Tobitaka Co., Ltd. highly appreciated this initiative. After repositioning, we were able to swiftly advance the new plan, effectively embodying Tokyo Cultural Creativity. Not only did we achieve success in external showcases, but by establishing consistent values, we also enhanced internal communication and engagement. These results were evident through reports on active internal communication and participation.
・Logo Design and Corporate Website Development
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During the proposal phase, we provided you with consolidated information on "why choose this form?" for your reference.
As both the logo and website are elements intended for long-term use, we continuously modify and adjust them until the client is satisfied.
