Transcending the framework of "general construction," ASITAKA has rebranded itself as a diversified complex that designs the future, embodying a solid work ethic and a sense of "whitespace."

Based on the strategy, Lionheart implemented a series of brand expression services, including logo design, office concept design support, and the creation of a web teaser site in a very short timeframe.

① "Translation and sharing of DNA (MI: Mind Identity)" in office planning by interior design companies.

Prior to the planning of the new office, "Playground," Lionheart worked behind the scenes to articulate the CEO's philosophy (way of thinking and aesthetics) through interviews, and then translated and shared it with the company in charge of office design.
Typical interior design companies focus primarily on confirming functional aspects during consultations. However, we took the time to articulate the purpose of the relocation and the client's values, and then compiled keywords for the office design, providing this information to the interior design company. As a result, the proposed office concept embodied Ashitaka's spirit in every detail, and the initial presentation was a great success, resulting in extremely high levels of satisfaction.

② Development of a "brand logo" that combines solid technical skills with a playful spirit.

We created a new symbol mark and brand logo for "ASITAKA".
- ASITAKA Mindset (A): The unchanging letter "A" is incorporated into every business.
• Flag and Road: The parallelogram represents the company's continued efforts to become a great company and the milestones towards its ideal state. The space between the marks signifies "blank space" that doesn't rigidly fixate on a specific path to reach its goal, indicating a wide range of paths and possibilities.
- The coexistence of mountains and contradictions: While representing the ideal No. 1 scenery (mountains) that we aspire to, we intentionally added "R (curves)" to the sharp, pointed shapes, expressing ASITAKA's unique aesthetic where precision, strength, and a playful attitude coexist.
This logo proposal generated great excitement not only among executives but also among many employees and group companies, and was approved with great enthusiasm. It will be consistently implemented across various visual identity materials such as stationery and business cards.

③ Launch of a "teaser site" in time for the recruitment event.

With a new logo decided and office construction and interior design progressing, we received a request for advice regarding our recruitment efforts, specifically the concern that "using the old website might negatively impact the first impression on job seekers." A full-fledged corporate website redesign would take a long time, including the information architecture for the entire diversified group, but the upcoming recruitment event was rapidly approaching.
Therefore, Lionheart proposed launching a teaser site (https://www.asitaka.jp/) to powerfully showcase the start of ASITAKA's second chapter and the meaning behind the logo, in order to achieve both immediacy (delivery within one month) and a fresh image. The launch was completed with overwhelming speed and high quality.

Lionheart is not a creative company that simply "makes and forgets." While we have successfully launched the logo and teaser site, our partnership with ASITAKA for the future is evolving into full-fledged support in the "HR (Human Resources and Recruitment) area," which is the heart of their business.
During that period, the company was investing budget and time into recruiting new graduates, but was not achieving the desired results, leaving those in charge of practical matters feeling "like running a marathon blindfolded." Therefore, Lionheart took an objective stance, thoroughly examined the actions of existing recruitment agencies, and undertook the arduous task of providing a second opinion to manage the situation.

Furthermore, to internalize the recruitment process, we brought in new partners such as recruitment outsourcing professionals and companies strong in supporting high school graduate recruitment, and completely redesigned Ashitaka Sokken's core recruitment workflow and one-year roadmap from scratch.
Currently, we are simultaneously working on the next phase after the teaser site: the full renewal of the corporate website and the production of the brand book, "THE ASHITAKA CODE." Going beyond simply providing tools, we will continue to support the recruitment team members, who are juggling multiple roles, with the commitment of surrogate employees, until they are able to "speak about the company's appeal in their own words and feel passionate about joining."