( Projects )
“Mitsubishi Estate Sumai Relay” Rebranding
"Mitsubishi Estate Sumai Relay" — VI, Copy, and Promotional Film Renewal
- Client
- Mitsubishi Estate Co., Ltd. and Mitsubishi Jisho House Net Co.,Ltd.
- Role
- Statement, Movie, CI, Branding
- Date
Embodying four core values through Mitsubishi’s iconic red and the concept of “Amazing Baton.”
Promoting a consistent brand experience that extends seamlessly from the employees who represent the brand to the customers considering a contract.
Issues
Ten Years Since the Brand’s Inception: Redefining the Value of the Mitsubishi Estate Group
Marking the tenth anniversary of its launch in July 2013, it was time to reassess the value that customers expect from the Mitsubishi Estate Group in the housing business. To deliver higher-quality services, it was essential to articulate and visualize the core mindset that employees should share, ensuring that everyone engages with customers based on the same values.
Along with revisiting the corporate philosophy and behavioral principles, the company made the decision to completely renew the “Mitsubishi Estate Sumai Relay” brand — a brand that had been carefully nurtured over the past decade.
Visuals That Failed to Fully Leverage the Strength of the Mitsubishi Brand
In real estate brokerage, storefront signage plays a crucial role. However, the long name “Mitsubishi Estate Sumai Relay” made it difficult to display the text prominently, and the blue-based logo failed to fully convey Mitsubishi’s strong brand identity. These factors contributed to the brand’s inability to fully leverage the recognition and trust inherent in the Mitsubishi name.
Solutions
Expressing Mitsubishi’s Identity and Four Core Values through “Amazing Baton”
To instill a sense of pride within the Mitsubishi Estate Group and ensure consistent brand recognition externally, the design was updated to feature Mitsubishi’s signature red as the primary color. A “gold line” was added to symbolize the brand’s commitment to offering sincere, high-quality service directly to its customers.
Furthermore, “Amazing Baton” was developed as a symbol embodying the brand’s four core values. The design — a simple combination of a circle and a line inspired by a “relay baton” — transforms in composition to represent the four themes of Surprise, Human, Connect, and Home. Together, they express Mitsubishi Estate’s commitment to “exceeding customer expectations with surprise, creating heartfelt connections through human interaction, fostering meaningful encounters that bring mutual happiness, and delivering homes that provide lasting satisfaction.”
A unified brand expression expanding from the core concept of the “Baton”
By positioning the “Baton” as the core identity, the brand’s visual and conceptual expression achieved a unified coherence. In actual advertising campaigns, the symbolic image of a “businessperson holding a baton” was featured in TV commercials and newspaper ads, successfully establishing it as an iconic motif.
Internally, the baton became associated with the message of “delivering one’s passion,” inspiring employees to organically create materials featuring the red baton. This spontaneous adoption continues today, serving as a lasting embodiment of the brand’s shared spirit.