“Dareka de owaruna.” (Don’t be just anyone.) Rebranding That Redefined Tokyo Zokei University’s Identity and Built a Self-Sustaining Brand
- Client
- TOKYO ZOKEI UNIVERSITY
Challenge
Defining the university’s position for the next 50 years
As Tokyo Zokei University approached its 50th anniversary, it faced the challenge of standing out among Japan's top art and design universities. Despite its strong reputation and long history, the university had never clearly established what made it unique or explained the basis of its strengths. Without a defined brand foundation, communicating a distinctive identity became increasingly difficult.
To establish a foundation for its next 50 years, the university embarked on a comprehensive rebranding initiative and partnered with K&L for its expertise in branding and public relations.
Approach
Discovering the brand core and rebuilding the communications framework
Branding consists of multiple layers. Visible elements such as logos and visual design make up a brand's Visual Identity (VI). While many branding projects focus on these outward expressions, K&L believes that lasting brand transformation begins with deeper foundations: the organization's shared values, purpose, and the way its people think and act. Guided by this philosophy, we led the rebranding through the following process.
Uncovering and Structuring the Facts
A brand is ultimately shaped by the people involved. We conducted extensive workshops with the university president, faculty members, and administrative staff, gathering perspectives from across the organization. By distinguishing objective facts from individual opinions and identifying recurring themes, we distilled the university's defining characteristics into a clear and authentic brand core.
Defining the Brand Identity
With the establishment of a distinctive identity at its center, we developed the university's Vision, Mission, and Values, providing a shared framework that aligned the organization around a common direction and purpose.
Developing the Tagline and Brand Story
We first created a brand statement to serve as the foundation for all future communications. Building on that statement, we developed the tagline “Dareka de owaruna” (Don’t be just anyone), giving voice to the university's values and presenting its unique perspective to the world.
Rebuilding an Integrated Communications Infrastructure
With the public relations department serving as the central hub, we established a communications framework that connected faculty, administrative departments, external agencies, and the alumni association. By aligning every stakeholder around the newly defined brand core, the university was able to create a consistent narrative spanning everything from curriculum development to external communications.
Results: Creating a sustainable cycle of long-term brand value
The impact of the project extended far beyond increasing awareness.
・Increased applications: The renewed brand resonated deeply with prospective students, contributing to growth in student applications.
・Greater organizational confidence: Faculty and staff gained a shared understanding of the university's distinctive identity, empowering them to approach education and student guidance with greater confidence and consistency.
・A self-sustaining brand story: The philosophy embodied in “Dareka de owaruna” continues to shape the university community. Faculty members inspire students, graduates carry those values into society, and their achievements, in turn, inspire future generations, creating an ongoing cycle of long-term brand value.
K&L’s Value Proposition
Planning
- ･ Strategy development
- ･ Workshops
Execution
- ･ Brand messaging, tagline & logo development
- ･ Website design & development
- ･ Content development
- ･ Public relations