Bringing JDC’s Vision of a “Cutting-Edge Construction Company” to Life Across Key Stakeholders

Strengthening Stakeholder Relationships Through Compelling, Fact-Based Content

JDC Corporation (JDC), established in 1951, announced its long-term vision of becoming a “cutting-edge construction company” as part of its Mid-Term Management Plan 2024, released in 2022.

Although the construction industry is often associated with building structures and infrastructure, its true role extends far beyond this. At its core, construction is a socially significant business dedicated to solving complex social challenges. JDC’s long-term vision was a declaration for the future, affirming the value it seeks to create for society and expressing a bold commitment to redefining what a construction company can be.

Resonating deeply with JDC's management philosophy of "contributing to the creation of a more prosperous society" and its long-term vision of becoming a "cutting-edge construction company," K&L proposed the "TONGARE KOKUDO Project" — an initiative to communicate internally and externally a variety of corporate activities that reflect these values.

Approach: Uncovering and Structuring Facts to Create Captivating Stories

1：Fact Discovery

Leveraging an existing engagement in filming construction record videos, we used our site visits as opportunities to engage directly with frontline engineers.

Through interviews, we explored the challenges encountered on-site, construction methods, and the roles of the various trades involved. We made a point of digging deeper into the facts that might be taken for granted within the industry. At the same time, we gathered relevant materials such as video and still assets for building the stories.

2：Fact Structuring

To transform these facts into unified communications, we defined what it means to be a “cutting-edge construction company” through three dimensions: Heart, Action, and Impression.

■2-1：Heart (The values that define a cutting-edge construction company)

Every JDC employee we met showed deep pride in their expertise and a sincere commitment to their work. We recognized these qualities as enduring strengths of JDC:
･ Solving diverse social challenges through the power of construction
･ Delivering value through innovative approaches, bold thinking, and passion
･ Tackling every challenge sincerely, wholeheartedly, and without compromise

■2-2：Action (The initiatives of a cutting-edge construction company)

As outlined in the Mid-Term Management Plan, initiatives such as promoting proprietary construction methods, advancing automation, and developing new businesses reflected JDC’s commitment to go beyond conventional industry boundaries. We captured these future-forward initiatives as three principles:
･ Dream bigger and go beyond
･ Drive change with passion
･ Rise to every challenge with determination

■2-3：Impression (The tone and manner of communication)

Drawing from JDC’s “Heart” and “Action,” we established three communication principles to guide all content creation:
･ Challenging and full of energy
･ Authentic and confident
･ Straightforward and clear

3：Communicating the Facts

■3-1：Brand Video

A brand video was produced to showcase the facts behind JDC as a cutting-edge construction company. Through its dynamic visuals, the video portrays the company’s commitment to solving a wide range of societal challenges through construction. We also incorporated new technologies such as virtual production into the creation process.

■3-2：Online magazine – “TONGARE KOKUDO”

The “TONGARE KOKUDO” online magazine was launched as a platform for sharing the facts that make up JDC. By providing a series of authentic and captivating articles and videos, the publication highlights employee growth stories, joint research projects with universities, and niche construction techniques rarely seen by the public.

■3-3：Official X Account

An official X account was also launched — one of the first in Japan’s construction industry, ahead of many major general contractors. The account expanded outreach to audiences that were difficult to reach through the corporate website alone, including students, investors, and construction professionals. Content developed for the online magazine was repurposed across X, maximizing cost-effectiveness through a one-source, multi-use content strategy.