| Title | WE ARE TOKYO |
| Brand | TOKYO INTERNATIONAL AIR TERMINAL CORPORATION |
| Product / Service | INTERNATIONAL AIRPORT |
| Category | A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit |
| Entrant | INTERBRAND Tokyo, JAPAN |
| Idea Creation | INTERBRAND Tokyo, JAPAN |
| Production | INTERBRAND Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| William Woduschegg | Interbrand Japan, Inc. | Chief Creative Officer - Japan |
| Hiroyuki Yabe | Interbrand Japan, Inc. | Executive Director |
| Yumi Suzuki | Interbrand Japan, Inc. | Director |
| Kazuo Suguro | Interbrand Japan, Inc. | Director |
| Yosuke Azuma | Interbrand Japan, Inc. | Senior Designer |
| Masashi Tanaka | Interbrand Japan, Inc. | Design Director |
| Hiroyuki Suzuki | Interbrand Japan, Inc. | Junior Designer |
| Aki Kawai | Interbrand Japan, Inc. | Senior Designer |
| Seppo Kurki | Interbrand Japan, Inc. | Director |
| Mark Garland | Interbrand Japan, Inc. | Consultant |
| Keiko Ueda | Interbrand Japan, Inc. | Senior Consultant |
| Shoji Mitsuhata | Interbrand Japan, Inc. | Chief Marketing Officer – Japan |
| Yugo Hiroi | Interbrand Japan, Inc. | Director |
Haneda is the only international airport in Tokyo. Therefore, it is able to use all the positive attributes of Tokyo in its own branding. For example, the hospitality of people and shops, the modern facilities and convenience of its public amenities, its unique culture, its vibrant art and music, and its sense of tradition. All these things can be used to create a strong and powerful personality for what is usually a characterless and functional space.
Brand book Launch event Environmental designs Photography shooting with employees Branded goods Employees message cards
The rebranding had a huge effect on internal motivation and staff pride. Rollout achieved positive feedback from all levels of TIAT employees and management. Haneda is now in a strong, positive position to welcome visitors to the 2020 Tokyo Olympics.
The phrase “We are Tokyo” motivated and inspired employees to do more, to be more, to do better, to be authentic, original and real. The megaphone-like treatment, supported by proud personal declarations, encouraged a culture traditionally seen as reticent to step up boldly to proclaim that each employee is a brand ambassador for the city they represent.