Rethink: Konica Minolta’s global brand platform

Working closely with key leads across the business we established a new brand platform with the company’s 150 year-old ethos at its heart. Watch the film below and read on to learn about the work.

IND017_INDICA_RethinkInternalLaunchFilm_FINAL_ENG SUBS_270320

 

The challenge

From cameras and printers to healthcare, Konica Minolta has a proud history of innovation. But over the years this entrepreneurial spirit had somewhat fragmented the brand so that it looked very different across territories and business units. Our role as the branding agency was to create an authentic, unifying platform that was rooted in the company’s ethos – and then deliver it consistently across the entire global Business Technologies division.

Our approach

It is the people that make the company different, competitive and successful. The approach that unifies Konica Minolta employees can be summed up by the Japanese world ’Shinka’ - a belief that questioning traditional thinking and challenging the status quo can lead to making the future a better place.

So we called our new brand platform ‘Rethink’ – an ethos that each employee could already relate to and one that would drive confidence and adoption throughout the organisation. We then created a clear strategy that would differentiate Konica Minolta in a crowded market and a strong visual identity that would provide consistency. We supported this through workshops, brand guidelines, channel best practice and launch campaigns.

Results

The Rethink brand platform has now been launched and adopted successfully around the world. It's now a consistent and engaging brand platform that creates clear differentiation in its chosen markets. It's a fresh expression of the Konica Minolta ethos, that employees and customers alike can connect and relate to.  

Working closely with key leads across the business we established a new brand platform with the company’s 150 year-old ethos at its heart. Watch the film below and read on to learn about the work.

IND017_INDICA_RethinkInternalLaunchFilm_FINAL_ENG SUBS_270320

 

The challenge

From cameras and printers to healthcare, Konica Minolta has a proud history of innovation. But over the years this entrepreneurial spirit had somewhat fragmented the brand so that it looked very different across territories and business units. Our role as the branding agency was to create an authentic, unifying platform that was rooted in the company’s ethos – and then deliver it consistently across the entire global Business Technologies division.

Our approach

It is the people that make the company different, competitive and successful. The approach that unifies Konica Minolta employees can be summed up by the Japanese world ’Shinka’ - a belief that questioning traditional thinking and challenging the status quo can lead to making the future a better place.

So we called our new brand platform ‘Rethink’ – an ethos that each employee could already relate to and one that would drive confidence and adoption throughout the organisation. We then created a clear strategy that would differentiate Konica Minolta in a crowded market and a strong visual identity that would provide consistency. We supported this through workshops, brand guidelines, channel best practice and launch campaigns.

Results

The Rethink brand platform has now been launched and adopted successfully around the world. It's now a consistent and engaging brand platform that creates clear differentiation in its chosen markets. It's a fresh expression of the Konica Minolta ethos, that employees and customers alike can connect and relate to.  

Working closely with key leads across the business we established a new brand platform with the company’s 150 year-old ethos at its heart. Watch the film below and read on to learn about the work.

IND017_INDICA_RethinkInternalLaunchFilm_FINAL_ENG SUBS_270320

 

The challenge

From cameras and printers to healthcare, Konica Minolta has a proud history of innovation. But over the years this entrepreneurial spirit had somewhat fragmented the brand so that it looked very different across territories and business units. Our role as the branding agency was to create an authentic, unifying platform that was rooted in the company’s ethos – and then deliver it consistently across the entire global Business Technologies division.

Our approach

It is the people that make the company different, competitive and successful. The approach that unifies Konica Minolta employees can be summed up by the Japanese world ’Shinka’ - a belief that questioning traditional thinking and challenging the status quo can lead to making the future a better place.

So we called our new brand platform ‘Rethink’ – an ethos that each employee could already relate to and one that would drive confidence and adoption throughout the organisation. We then created a clear strategy that would differentiate Konica Minolta in a crowded market and a strong visual identity that would provide consistency. We supported this through workshops, brand guidelines, channel best practice and launch campaigns.

Results

The Rethink brand platform has now been launched and adopted successfully around the world. It's now a consistent and engaging brand platform that creates clear differentiation in its chosen markets. It's a fresh expression of the Konica Minolta ethos, that employees and customers alike can connect and relate to.  

Our 'rethink' of the brand worked across channels
Every aspect of the brand was given a new visual identity

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