The desire for challenge connected by "grains." KOKONOE's challenge to break down fixed ideas.
Seven years after the succession, a project aimed at breaking away from an overly serious corporate image. We elevated "grains," the core of the business, into symbolic visuals and initiatives, supporting the transformation into a "challenging organization" from both recruitment and corporate website perspectives.
Case Summary
Customer Name
Kokono Kasei Co., Ltd.
Project Details
Recruitment site production, corporate site renewal
Purpose
Recruitment enhancement, rebranding, inner branding
Situation
The background is that after a change in leadership, we want to refresh the conventional "stiff impression" and convey a challenging corporate culture both internally and externally.
Production period
About 6 months
Flow of cases
STEP
01 Task
Customer's challenge
“The image of being ”too serious" has become a handicap. It's urgent to refresh the company culture for the next generation and resolve hiring mismatches.
Seven years have passed since the change in leadership, and while a culture of embracing new challenges was being fostered within the company, its external perception remained that of a "traditional, rigid chemical manufacturer." This gap in perception was creating mismatches with job seekers who had an assertive mindset. Furthermore, a lack of communication with existing production companies meant that the company had lost the means to give shape to its aspirations, which was a significant issue.
02 LH Method Strategy Development
Organize current status and challenges (Organize current status and challenges, and commit to realizing the vision)
The data showed the necessity of "both-wheel renewal."
Transforming employee mindset into a driving force for business growth.
Initially, we considered renovating only the recruitment site as a way to raise staff awareness. However, LH's access analysis revealed that traffic to the corporate site could not be ignored. To align external credibility with a proactive stance, we proposed a simultaneous renewal of both sites. Responding to the client's candid desire to "break away from the overly serious image," LH made "a collection of individuality" the core of the strategy, reflecting Kono Kasei's true identity.
03 LH Solution Implementation Support
Solve the problem (Solve the problem with LH solution)
“Don't get buried in details.” Creative work with overwhelming impact, merging business domains and individuality.
Inspired by our business of manufacturing granules, we created a powerful tagline, "Don't get buried in the grains, stand out!" and an original visual of a person breaking through the grains. On the company website, we expressed the organization's unique characteristic of "appearing unorganized, yet being organized" through an animation of grains freely moving across the screen. Our bold design, which competitors wouldn't dare to emulate, created an experience that immediately convinced visitors it was "different."
- While representing the business, it visualizes the challenge of achieving the desired corporate culture.
- We will also integrate with social media to broaden the entry point for job seekers.
04 LH Method Execution Support
Continue to commit to achieving the vision (responding to changes in circumstances)
The necessity of ”both-wheel renewal” indicated by the data.
Transforming employee mindset into a driving force for business growth.
Initially, we considered renovating only the recruitment site as a way to raise staff awareness. However, LH's access analysis revealed that traffic to the corporate site could not be ignored. To align external credibility with a proactive stance, we proposed a simultaneous renewal of both sites. Responding to the client's candid desire to "break away from the overly serious image," LH made "a collection of individuality" the core of the strategy, reflecting Kono Kasei's true identity.
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