NEC Design & Branding AND MARKET BRANDING by Hakuhodo Tokyo

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Japan
Agency Hakuhodo Tokyo
Creative Director Atsushi Muroi
Art Director Kimitaro Hattori
Illustrator Kazuma Nakai
Released June 2011

Credits & Description

Category: Consumer Services
Advertiser: NEC MOBILING
Product/Service: NEC MOBILING
Creative Director: Atsushi Muroi (Hakuhodo)
Art Director: Kimitaro Hattori (Hakuhodo)
Visual Design: Yu Maruno (Glmv)
Illustrator: Kazuma Nakai (Porto)
Project Director: Keiichi Yoshida (Hakuhodo Products)
Media placement: Parmanent retail - KASUMIGASEKI - 1 JUN 2011 ~

Describe the brief from the client
‘AND market’ is a newly developed brand for Japan’s first smartphone retailer independent from major mobile carriers. Our project includes concept development, brand name and CI & VI development, and overall brand design such as its shop, website and promotional tools.

Describe the challenges and key objectives
This new brand emphasizes independence from major carriers and conventional retail business, which means to provide what customers really need. We define the brand concept as neutral and integrate all designs and tactics based on this unique position in the market.

Describe how you arrived at the final design
Neutral means achromatic colour in terms of design. Without any heightened colour, neither black nor white, our design symbolises the brand’s essence by depicting the balance of brightness between black and white. You cannot describe ‘AND market’ by traditional colours, which is quite unique both in its services and brand designs.
AND Market
Brand Design: LIGHTING
Shop Design: Designed by originally developed lighting and interior materials which change lighting aspects.
CI & VI Design: Zero brightness design

Give some indication of how successful the outcome was in the market
• ~reddot design award~ For its audacious brand design idea and executions.
• Won the 2011 buzzwords-of-the-year contest as a representative of smartphone retailers in Japan.
• The sales of NEC Mobiling in 2011 has increased by 10% thanks to AND Market sales contribution.
• Publicity in Tokyo’s no.1 business news, and many other media, as a leading edge smartphone retailer in Japan.