From the power of a single president to the power of the organization: A 10-year rebranding journey with TNS Co., Ltd.

First, we identified the gap between TNS's ideal vision—an organization with annual sales of 10 billion yen and a view to going public, and a company chosen by major developers and general contractors—and the organizational challenges and brand image at the time. As a result, we determined that it was necessary to clarify the values and behavioral standards that support corporate trust before implementing any visual redesigns.

When major general contractors and developers select subcontractors, they don't just prioritize novelty in design. How a company views on-site safety and how thoroughly it implements it within its organization is what determines its trustworthiness as a business partner. Therefore, even before creating company brochures and sales materials, we started working on a "Safety Rulebook" that organized the rules to be followed on-site into 100 items. By visualizing our commitment to safety through concrete actions, we aimed to unify awareness within the company and build trust with major corporations at the same time.

Furthermore, as a common language for the organization to move in one direction, the company name, "Tatsuya Nozaki Service (TNS)," was redefined by linking it to President Nozaki's challenging spirit. The tagline that emerged from this was "Tackle Never Satisfied." This phrase, which expresses the attitude of never being satisfied with the status quo and continuing to tackle difficult challenges head-on, transforms the president's personal beliefs into corporate values that all employees can share.

Visually, American football was chosen as a motif to symbolize strategic thinking, teamwork, and a persistent attitude toward achieving goals. By expressing both the intellectual development of strategies and the tenacious, gritty determination required when necessary, we have established a unique brand position for TNS that transcends the conventional image of a construction company, possessing both innovation and strength.

Lionheart doesn't just finish a project after delivering the final product; for approximately 10 years, they have continuously updated their brand in line with changes in their business and organization. As a result, not only has their external recognition improved, but internal changes have also occurred, such as increased employee retention and the development of the next generation of leaders.

• Business Expansion: Annual sales, which were just under 2 billion yen at the start of the business, have grown to approximately 8 billion yen today through business expansion into vehicle sales, overseas exports, and AdBlue®, starting with the scaffolding business. By organizing and communicating the value of each business while maintaining brand consistency, we supported the building of trust across the entire diversified business.
• Retaining Young Talent and Developing Next-Generation Leaders: The shared value of "Tackle Never Satisfied" has permeated the company, making it easier for employees to understand their work and the company's direction. The problem of early turnover among young employees, which was once a concern, has improved, and currently, four key business unit managers in their 30s are leading the business. Brand building has become a foundation that supports talent retention and the growth of the next generation of leaders who will be responsible for management.
• Expanding business with major companies: By clarifying our safety management stance through a safety rulebook and consistently communicating information through our website and car wrapping, we appealed to customers with the reliability and innovativeness of our company. As a result, we expanded our contacts with major developers and general contractors, leading to the acquisition of large-scale transactions.
• Improved recruitment capabilities: By clearly communicating the company's growth potential, the significance of the work, and the ideal candidate profile through our recruitment website and brochures, we have been able to attract applications from recent graduates who would have been difficult to reach with the traditional image of the construction industry. Hiring individuals with diverse experiences and values is also bringing new inspiration to our existing employees.

[Future prospects for accompanying the team]

TNSLionheart is currently driving a major organizational transformation in real time, with the aim of further growth and development, and ensuring a smooth transfer of authority to the next generation of leaders. Lionheart continues to engage in dialogue with the president and heads of each business unit, proactively planning and proposing the formulation of a new brand concept, integrated logo design, and updates to various tools, all aimed at realizing the vision.