Building Legendary Brands
COVID-19 has catapulted us into an era of uncertainty. This period of transition has forced us to reexamine all our values, and the resulting paradigm shift of these values makes it necessary to transform the concept of branding. To be able to address the consumer's current needs and wants, CIA is focusing on the fusion of being “sustainable yet digital.” These are reflected in CIA's efforts to assimilate natural elements and materials, recycling/reusing, simplicity, craftsmanship, total well-being and other similar basic values into the process of branding. These are upheld as we engage in regional revitalization, in the development of hotel, office, store and food businesses, as well as in product design. This includes the formation of virtual communities and AI human interfaces.
FARM TO TABLE
Ikkyu no namida
QUALITY & TRANSPARENCY
In 1997, CIA provided Uniqlo a prototype branding synthesis. As a retailer aiming at listing TSE partly from the discounter in Ube City, Yamaguchi Prefecture, we offered UNIQLO’s marketing strategy planning, development of model stores and comprehensive branding work. As a result, UNIQLO achieved rapid growth by penetrating Japanese original products. President Yanai’s remarks at the time, “I want to make Japanese national clothes”, has grown to be a global brand that will now advance into the United States, the UK, France, Korea, Hong Kong and China.
CIA worked with Mega Bank to transcend the banking model, breaking from old traditions to rebuild and incorporate a structure based on the needs and expectations of today’s private clientele. Partnered with Neil M. Denari who is known for his progressive and innovative approach towards architectural design and visualization, Private banking expanded nationwide to Ginza, Yokohama, Umeda, Sapporo, Sendai, and sixteen other locations.
Idemitsu Kosan Co., Ltd. was planning the development of a new visual identity of their service station, which serves as a touch point for the user at the milestone of its founding 95th anniversary and stock listing. In order to lead this plan, CIA won the idea competition and took charge of the project. Since 2007, about 5,000 Idemitsu SSs in Japan have been switched to new designs one by one. Idemitsu service station we see throughout the country switched to the new design, and successfully penetrated as new identity. Based on the concept of “First Class” and the support of evolving user’s car life with start-of-the-art technology, we made the design that considers the relationship between Idemitsu brand and motor sports.
From an ordinary front office vertical station building to a new city that revolves around the relationship between civilization and nature so called “Green Urbanism” with the brand name “ThinkPark” was introduced. The facility provides a juxtaposing environment with combination of a forest around a commercial organic conductors. Since 2004, CIA participated in the ThinkPark project and been comprehensively involved in the project from total branding to identity development, architectural direction, commercial consulting and promotion strategy for over three years. Opened in the autumn of 2007, both the office and commercial leasing have cleared the target, and six months before the completion, all tenants moved in.