"Making the ordinary new." CI/VI rebranding for Daisho Kogyo, an environmental infrastructure company founded in 1965.
Case Summary
Customer Name
Daisho Kogyo Co., Ltd.
Project Details
CI/VI Rebranding (Formulation of new management philosophy and code of conduct, development of new logo mark, complete redesign of corporate website, branding, naming, character development and promotion support for the unwanted goods and bulky waste collection service "Dascal", office renovation advisory, total VI unification including business cards, hats, employee IDs, truck wrapping, signage, etc.)
Purpose
Establishing a brand that protects the trust built since the company's founding while expanding its potential and driving proactive challenges throughout the organization. Increasing awareness of the new business "Dascal" and maximizing inquiries from the web.
Situation
The company boasts a history of over 60 years as a licensed business operator in Nagoya City. Building upon the foundation it has cultivated over the years, President Kimura had a vision for "future business expansion and organizational revitalization." However, in order to realize this vision, it was necessary to visualize a concrete vision and share it within the company.
Production period
This has been ongoing since the 2020 renewal.
Daisho Kogyo Co., Ltd. Corporate Website
"Dascal" waste collection service website
"Hakomaru" Home Visit Purchase Service Website
Flow of cases
STEP
01 Task
Customer's challenge
Since its founding in 1965, Daisho Kogyo Co., Ltd. has been a licensed business operator in Nagoya City, responsible for waste collection and maintenance of wastewater treatment facilities, building a strong management foundation and a history spanning over half a century. However, President Kimura, the second generation, did not rest on the laurels of the "stability of a licensed business," but instead held a strong vision to expand the business and revitalize the organization, believing in the social value and potential of his company. On the other hand, the employees engaged in daily operations did not have many opportunities to realize that their work was an important infrastructure that protected the "everyday comfort" of society. Therefore, it was necessary to start by defining the "organizational foundation (management philosophy and logo)" so that each employee could recognize that value and move towards new challenges.
02 LH Solution Implementation Support
Organize current status and challenges (Organize current status and challenges, and commit to realizing the vision)
Based on the strategic concept it formulated, Lionheart consistently implemented a unified visual identity (VI) across its entire operations, from logo redesign and website to business tools and office spaces.
・CI/VI design refresh:
We have developed a new logo design that embodies the sense of stability that Daisho Kogyo has cultivated, as well as their forward-thinking spirit and determination to take on the future. We have updated various business tools, including business cards, envelopes, uniform caps, and employee ID cards, with the new logo mark.
• Redesign of the company website:
We built a corporate website that conveys our strong reliability as a licensed contractor in Nagoya City, while also intuitively communicating our management philosophy, "Making the ordinary new." The site is structured with careful information dissemination in mind, and a new recruitment page has also been added.
• "Dascal" service website:
Utilizing the raccoon character "Dascal," we created a dedicated service website equipped with a "free estimate simulator" so that local residents can intuitively understand the estimated cost and apply with confidence. In addition, we developed various designs to increase awareness, including advertising on public transportation.
New office branding:
We participated in the complete renovation of the office from the planning stage of spatial layout and design. While embodying the philosophy of "making the ordinary new," we supported the creation of a space that not only looks good but also reflects the company's values, such as proposing a space where drivers and office staff can naturally interact and communicate.
03 LH Method Execution Support
Solve the problem (Solve the problem with LH solution)
- Qualitative results (internal changes): The established philosophy and code of conduct are not merely slogans, but are becoming established as standards for judgment and action in daily work and new initiatives (such as the "Dascal" project). They function as a foundation for each employee to approach their work with an awareness of the value of their own work, and are contributing to the permeation of the organization.
- Quantitative results: In addition to launching the "Dascal" service website, advertising campaigns in public transportation, newspapers, and various media outlets, as well as SEO measures and listing ad management on the site, resulted in an increase in inquiries via the website compared to before the launch.
- Proactive support going forward: With an eye on future business diversification, Daisho Kogyo has established a holding company structure called "VISIONARY HOLDINGS." Lionheart is currently responsible for supporting the promotion of new reuse businesses and other ventures that have been launched as a result of the holding company structure. The company aims to realize a resource-recycling society while supporting environmental infrastructure that is essential to local life and industry. Through the waste collection and processing, reuse, and water environment businesses handled by each group company, we continue to support President Kimura's vision from a design and creative perspective in order to deliver even greater value to the local community.