Haseko BRANCHERA

CIA supported the rebranding project of “BRANCHERA” series, a new condominium brand of HASEKO REAL ESTATE, which delivers the lifestyle demanded by the times with advanced functions and safe and secure residences. We also created a brand story and brand movie that expresses the experiential value provided to residents.

Brand Story

In rebranding, we reexamined the reasons for proactively incorporating not only the Haseko Group’s accumulated technology and know-how, but also advanced IT technology and new services. The goal is for BRANCHERA to help people lead a lifestyle that eliminates the hassles and anxieties of daily life and allows them to create their own time that is hospitable to their souls. We also reaffirmed that our goal is to realize a time and space that is truly enjoyable beyond the confines of a home. We have established our brand story in order to promise this desire and the value we provide to people of various generations.

About the Brand Movie

This brand movie is based on the story “Energy to move hearts and minds. The movie depicts the joy and pleasure that overflows from a natural and life-size lifestyle, while depicting a world view that expands from the story “Energy that moves hearts.

Movie website: https://www.branchera.com/branchera/

Projects

Legendary Brands

Uniqlo

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.

Aoyama Flower Market

We developed the original flagship store prototype, ultimately leading to Aoyama Flower Market’s multi-store expansion. CIA continues to provide direction and strategy to the brand’s identity.
“Living With Flowers Everyday” is their core tagline.

MEGA Bank

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.

Peach

CIA was selected over eight international branding agencies in competition to provide a total branding service for the first ever LLC airline company in Japan. We proposed a lifestyle changing experience through logo design, aircraft graphics, interior design and uniform design.

Southwood

Alongside architect Yukiharu Takematsu, CIA constructed Japan’s first fire-preventive wooden structured building in Center Minami Station. Our concept entitled “Green Neighborhood” reduced an astounding 1,400 tons of CO2 and successfully fulfilled our vision of a melting pot for locals, tenants, and producers.

Idemitsu

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.

Thinkpark

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.