Title | HARMONIOUS INTEGRATION |
Brand | KEIO UNIVERSITY (FACULTY OF ECONOMICS) |
Product / Service | FINTEK |
Category | B04. Posters |
Entrant | DENTSU 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 |
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 |
Takumi Nishiyama | DENTSU INC. | Account Executive |
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.
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.
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.
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.