UNIQLO

Total Branding

Uniqlo expanded from a regional retailer of discounted sportswear to a nationally recognized fast fashion retail brand selling its own merchandise. We tuned up the logo and brand identity, and brought in a team of merchandising professionals from the United States to review the company’s product lines.
The goal of this team was to narrow down the number of products offered and to focus on a new target market – Japan’s youth generation.

We also hired the advertising firm, Wieden & Kennedy, to broadcast Uniqlo’s new image and product offers.
Its immediate success was due to Uniqlo’s focus on creating an image and a line of products for the youth market looking to express a native style with an international flair.

The only carry-over from Uniqlo’s past was the very low price points. Their products are now famous for style and low cost.
Today, Uniqlo boasts of store locations in every major city and district in Japan.
They have also gained a successful international presence with stores in the United States, the UK, France, South Korea, Hong Kong and China.

Projects

Track Records

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.