CHALLENGE
Working at a Japanese company with limited speaking ability is not something I expected in my career. I started working at Ashinaga in2016, with my very first project being to construct a brand guideline. There was little understanding of what a vital resource it could be across the company, and I had to get buy-in from executive stakeholders, including the founder Yoshiomi Tamai.
SOLUTION
Over my many years of working and collaborating with Ashinaga, there have been several versions of the brand guidelines. We reached the full version in 2021, where the guidelines included extensive detail on visual identity, tone of voice, campaign visuals, messaging, and brand frameworks.
RESULT
The brand guidelines created consistency across the company, with several regional offices worldwide. It was translated into Japanese, Portuguese, and French. After the establishment of the brand guidelines, a website refresh took place, and visuals continue to be consistent from guidanceI have given them.
