Opportunity: Following the integration of 'Spire Research and Consulting' with its parent group, 'YAMADA Consulting Group Co. Ltd', Tangible worked on the business consulting branding with the management teams of both entities to redefine a new 'YAMADA Consulting & Spire' Brand Promise and Values.
Insight: By modelling alternative brand architecture frameworks, we allowed management to align on the preferred lines of business and product & service menu. Our brand personality framework™ enabled the team to select a preferred Personality to articulate the name and brand identity before creating the Visual & Verbal Core Element system. Our brand pillar framework™ became the reference point for a Purpose Statement.
Result: Before the merger, Yamada Consulting Group was primarily a domestic Japanese firm. Yamada & Spire provided a footprint covering 35 countries across Asia-Pacific, Latin America, the Middle East, and Africa.
Tangible crafted a distinctive brand identity for the Y&S brand, developing both the Visual and Verbal language that effectively encapsulates the brand’s personality, core values, and unique market positioning. This involved creating a cohesive brand expression that was both visually compelling and aligned with the company’s mission. In addition, we penned a detailed messaging house designed to resonate with their key customer segments, ensuring that every communication touchpoint clearly reflects Y&S’s values and speaks directly to the needs and desires of their target audience.
Brand Values were thoughtfully developed to not only guide key messaging but also influence employee behaviour across all levels of the organization. These values serve as a foundation for creating a culture of accountability, ensuring that actions align with promises made to customers and stakeholders. The intent behind this approach is to foster a culture of transparency and integrity, where the guiding principle is to ‘do what you say and say what you do.’ This clarity helps set clear performance expectations, creating consistency and trust both internally and externally.
Tangible modelled brand architecture scenarios to test with the management teams. The objective was to identify the most efficient categorisation method that would present their products clearly to their target audience segments. The results are presented on the new website.
Visit: YAMADA Consulting & Spire
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