NEC Design & Branding AND MARKET BRAND DESIGN by Hakuhodo Tokyo

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Japan
Agency Hakuhodo Tokyo
Art Director Kimitaro Hattori
Account Supervisor Keiichi Yoshida
Illustrator Kazuma Nakai
Released June 2011

Credits & Description

Category: Permanent Retail
Advertiser: NEC MOBILING
Product/Service: AND MARKET
Creative Director/Copywriter/Space Design: Atsushi Muroi (Hakuhodo)
Art Director: Kimitaro Hattori (Hakuhodo)
Motion/Graphic Designer: Yu Maruno (Glamoove)
Illustrator: Kazuma Nakai (Porto)
Account Supervisor: Keiichi Yoshida (Hakuhodo)
Media placement: store placement - AND market store - 1 June 2011 to today

Describe the brief from the client
Design a comprehensive Visual Identity for a new retail brand specialising in smartphone marketing, including the design of the retail outlets, logo and the brand’s name.

Describe the challenges and key objectives
We needed to clearly differentiate the retail brand in the saturated mobile phone retail market, using a unique presentation to attract smart phone consumers.

Describe how you arrived at the final design
We opted for branding using a monochrome colour scheme to differentiate the client’s brand from existing mobile phone retailers’ VIs, which are filled with colours. We first designed the client’s outlets only with well-balanced shades from black to white, to beautifully highlight the colourful products on display. We then developed the tone and manner of the VI based on that store design concept.

Give some indication of how successful the outcome was in the market
- Won a Good Design Award in the new brand category for a smart phone retail brand.
- On behalf of all Japanese mobile phone marketers, won a prize in the Japanese ‘Buzzwords of the year’ contest for 2011 for the term ‘smart phone’ (rendered in Japanese), which placed 10th in the rankings.
- covered by WBS, a leading TV news show in Tokyo, for a story on future trends in smartphone marketing.
- Sales volume of the brand holder, NEC Mobile, was up 10% from the previous year due to new market outlets and their unique services.