生命に満ち、愛にあふれて
Redefining a Japanese Hero Brand
OMRON Healthcare We advised and supported OMRON Healthcare, the world’s leading producer of medical devices, in restructuring their brand and their global brand management. The Japanese company has a clear mission: to promote good health and help people live their lives to the fullest.
OMRON is facing the challenges posed by a diverse field of competitors, locally dominated markets, a wide range of products and new requirements for digital services. Our job was to develop a unique positioning and visual identity that would set OMRON apart from the competition. The goal: to make the brand more global and more human – meaning closer to the patient – while giving it a more digital presence.
The Koishi is based on the product design and gives the brand an unmistakable face.
The main idea, »Full of life, full of love«, focuses on people while giving the brand a new tone of voice – one that builds on creative and strategic principles, lending a new emotional element to all touch points. The focused use of the brand's blue colour is complemented by a distinctive secondary brand element: the Koishi (The rounded brand element, inspired by a small stone called Koishi), derived from the product.
Digital services
We defined a series of experience principles for all digital applications and optimised digital offerings, like asthma diaries or remote patient monitoring services, for UX/UI and brand compliance. A new motion identity lends an additional dimension to the brand communication, making it more emotional and recognisable.
A new motion identity lends an additional dimension to the brand communication, making it more emotional and recognisable.
We wanted to keep the brand’s Japanese principles while becoming more global. The goal was to be independent – not generically Western.
Intercultural collaboration
How could we achieve mutual understanding and comprehension over an 18-month process and a distance of 9,234 km? We chose a semi-agile approach for our collaboration, guided by shared milestones, check-ins and roadmap adjustments. Defining shared goals and factors for success in advance was just as important.
After 4 personal meetings, over 100 Zoom calls, 97 presentations and 2,241 email threads, we can say that we took the right approach. From the analysis to the development phase and the implementation including brand training sessions, we successfully guided all markets (Japan, Asia-Pacific, Europe, America) through the project.
OMRON Healthcare
OMRON Healthcare is a global leader in health monitoring and therapy devices, with a wide range of products, including blood pressure monitors, nebulizers, and pain management solutions. Headquartered in Japan, OMRON Healthcare operates in over 110 countries, delivering reliable, high-quality solutions for both personal and professional healthcare needs.
Services and results
As a long-term partner of OMRON Healthcare, we established a global brand as part of an international brand management strategy.
- Our solutions in corporate identity, corporate design, brand management, and process design supported the international realignment of the Kyoto-based central brand management, creating the foundation for a globally cohesive brand.
