HARMONIOUS INTEGRATION

TitleHARMONIOUS INTEGRATION
BrandKEIO UNIVERSITY (FACULTY OF ECONOMICS)
Product / ServiceFINTEK
CategoryA01. Creation of a new Brand Identity
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production PEN. Tokyo, JAPAN
Production 2 CREATIVE POWER UNIT Tokyo, JAPAN
Additional Company DENTSU ON DEMAND GRAPHIC INC. Tokyo, JAPAN

Credits

Name Company Position
Yoshihiro Yagi DENTSU INC. Creative Director
Haruko Tsutsui DENTSU INC. Copywriter
Sayaka Arimoto DENTSU INC. Copy Writer
Taiji Kimura PEN.Inc. Art Director / Designer
Haruko Nakatani Creative Power Unit Designer
Masashi Fujita Creative Power Unit Designer
Yusuke Shimano DENTSU INC. Planner
Masami Nagayama DENTSU INC. Agency Producer
Scott Lehman Lehmanad Copy Writer
Tai Yoshimura DENTSU INC. Creative Director
Takaya Sakano Freelance Photographer
Asako Kitamura Freelance Nebuta artist
Shinya Tamura Dentsu On Demand Graphic Inc. Printing Director
Yosuke Mochizuki tecono Photo Retoucher
Takumi Nishiyama DENTSU INC. Account Executive
Yuta Harasawa TYO Inc. TYO drive Producer
Masato Goto TYO Inc. SPARK Film Director
Toru Sasaki handsome tracks inc. Music
Kanae Harada TYO Inc. TYO drive Production Manager
Naoki Oishi Big! Co.,Ltd MotionGraphics
Keigo Nakanishi MASKMAN Inc. Web Director
Fumiaki Takasu MASKMAN Inc. Web Director
Daisuke Shimokawa highlights inc. Web Director
Akane Toda highlights inc. Web Designer
Takakuni Matsuishi MASKMAN Inc. Web Programmer
Kentaro Otsuka MASKMAN Inc. Web Programmer

Background

Our brief was to develop brand assets for FinTEK, a financial technology research institute established by Japan's Keio University in collaboration with the private sector. The brand needed to reflect the institute's mission of fostering professionals who can advise economic policymakers, assist fintech startups, and promote fintech education, and have global appeal that expressed its vision to become a major international center for the harmonious integration of fintech into the world economy.

Describe the creative idea (40% of vote)

Our initial creative insight was that the economy is like a living creature, constantly in motion. We chose vivid red and the figure of a dragon to represent an economy energized by financial technology, and deep silver to represent the human values and societal safeguards that constrain uncontrolled growth. We then interwove the two colors in a variety of aesthetically pleasing patterns to express the harmonious integration of fintech with the world economy.

Describe the execution (40% of vote)

The brand assets we created included a visual identity, website, brand book, brand movie, posters, and stationery. We used specially formulated inks for our key colors, "Energy Red" and "Bold Silver." The illustration of the dragon—a creature revered in Eastern mythology as a protector, and feared in Western mythology as a monster—was created by a traditional Japanese nebuta artist and incorporated to reflect the fact that economic power can be either good and evil depending on how it is used.

List the results (20% of vote)

The institute's visibility in financial and economic circles has increased, as have inquiries about potential collaborative research projects. Student engagement has grown, and applications to the program have already outpaced enrollment capacity. A screening of the brand movie at a financial industry human resources conference also demonstrated the power of effective branding by generating a 400% increase in website visitors in the month following the conference.

Links

Website URL