From a service character to a symbol of the corporate brand: Eight years of nurturing "Rabbit Chief"

The service name, "SME Recruitment Department," embodied an important philosophy.

It means that instead of simply taking on work as an external recruitment agency, we approach recruitment challenges with the same closeness as if we were a member of the HR or recruitment department within the client company.

Lionheart aimed to integrate this service concept itself into the brand's worldview.

First, the service logo was designed to resemble a "sign" that might be displayed at the entrance of a company department or a school classroom. The goal was to create the impression that a fictional department, "Small and Medium-Sized Enterprise Recruitment Department," actually exists within the client's company.

And the "Rabbit Chief" character was created to accompany that logo proposal.

The reason was that President Kono was fond of rabbits.

However, this isn't simply about creating a cute rabbit mascot. If there's a fictional department called the "Recruitment Department," then there must be actual people working there.

So, we created a rabbit wearing a tie and carrying documents, and designated him as the "Chief of the Recruitment Department."

This character was created as one of the ideas when proposing a logo, but the client loved "Chief Rabbit" so much that it went on to be used for a long time as a symbol of the Recruitment Department service.

The goal wasn't simply to "make the characters look cute."

“The goal is to transform the intangible service philosophy of "becoming the client's recruitment department" into a visible, tangible character.

That was the starting point for Chief Rabbit.

"Rabbit Chief" was born in 2018 as one of the ideas to accompany the logo proposal.

We didn't initially plan for such a large-scale expansion.

However, because the client themselves grew fond of the character and continued to use it on their website, sales tools, business cards, and credo, Chief Rabbit gradually accumulated a sense of "GS's unique identity."

Then, in 2023, the "Rabbit Squad" evolved into a group of five. Furthermore, novelty items such as calendars, water bottles, and thermoses were produced, and the characters were even used as cushions in the new office, showing that they have grown into characters that are actively promoted both inside and outside the company.

A character doesn't automatically become a brand asset the moment it's created.

Only when a company develops an attachment to something, uses it repeatedly, and nurtures it by giving it new meaning and a new role, does it truly become an asset that only that company possesses.

"Rabbit Chief" and the "Rabbit Squad" that emerged from it are perfect symbols of this.

■ From "SME Recruitment Department" to "Easy Recruitment Department": A familiar face that remains even as the service changes.“

Currently, the "SME Recruitment Department" is planning to change its service name to **"Rakuraku Recruitment Department"**.

Initially, the service was named "SME Recruitment Department" because its main target was small and medium-sized enterprises (SMEs). However, as the service has grown, its role and target audience have expanded.

Along with the name change, Lionheart is also proposing a refresh of its brand image.

Within that context, we are also considering ways to utilize Chief Rabbit, who has grown alongside the service for many years, as an even more central figure in the brand.

Even as the number of services increases further, users will be able to intuitively understand "what role each service plays" simply by looking at the characters. And while each character has a distinct personality, they will still be instantly recognizable as part of GS Holdings' service lineup.

The characters are being transformed from mascots for individual services into a brand system that organizes and connects multiple businesses.

A single rabbit character was born from a single recruitment support service. This character grew alongside the company, becoming a team of five, the face of a new service, and eventually expanding to connect multiple businesses.

Lionheart will continue to nurture the world of this character alongside the growth of GS Holdings' business.