Branding for an organizational design firm

When we think about what the brand of an architectural firm is, I think the major element that constitutes it is, in the end, reliable work with continuity based on many years of achievements and experience. I think that the reliable achievements that our predecessors and ourselves have accumulated are the basis of trust from clients and society, and the foundation of our brand. Throughout our long history, we have participated in urban development through the act of architectural design, pursued the true value required in the times, and for that purpose, we have studied every day and responded accurately to the demands of the changing times. This is the quality required of Architectural Design, and is the responsibility of an architectural firm that has many opportunities to handle large-scale buildings. And if the staff at an architectural firm are happy and proud of their work, and have the spirit of challenge to tackle difficult problems with joy, people will want to commission them and want to work there.

On the other hand, the real world of architecture and design is faced with many problems that need to be solved, including falsification of earthquake resistance and building material performance, and responding to legal reforms. On the other hand, it is an undeniable fact that our predecessors have created value for each era through the act of Architectural Design, and Japanese Architectural Design is at the world's top level. We must not undermine this accumulation, but must continue to make efforts to further improve it.

Since last year, Mitsubishi Estate Group group has been developing a new corporate brand that captures the corporate activities of the entire group. With the town as the stage, which is the core of our business, as the stage, we have adopted the slogan "The power to care for people. The power to care for the town. We will continue to challenge ourselves," with the intention of always pursuing the answer to how we can make all stakeholders happy and satisfied. And, while taking pride in the work that has pursued essential value, we have declared that we will continue to challenge ourselves with excitement in order to look ahead to the future and create truly needed value. This condenses what our predecessors have done, what we, the current generation, want to do in the future, and what we must pass on to the next generation.

In order to overcome the social stagnation and confusion caused by the excessive pursuit of economic rationality and efficiency, not just in the architecture and design world, I believe it is important to reexamine the work of our predecessors, return to basics, and revive the excitement of working.