In 2015, Hitachi Consulting announced that it would shift its primary market offerings from traditional, on-prem ERP implementations, to Internet of Things (IoT) solutions. As the growth of these solutions took place, Hitachi decided they needed to transform their voice and image in the market as well. They enlisted a global marketing team to take on this task, where I led the transformation of the company’s visual identity to align with their new offerings while maintaining the pioneering spirit of Hitachi’s expertise and legacy of social innovation.

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I was tasked with developing a visual identity that was innovative, empathetic, honest, and collaborative to grasp the attention of our target clients and take them by the hand as they experience Hitachi as customers. I developed a set of standards to define the brand, along with a robust creative toolkit to ensure consistency across all marketing materials.

 
 

“I’ve seen a lot of brand guidelines in my career, and what Derick and Halsey [counterpart] have created is the best and most comprehensive I’ve seen of any company I’ve worked for.”

-Phil Townsend, Senior Vice President, Marketing and Alliances, Hitachi Consulting

 
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Photography

For a B2B company, it’s easy to focus on solely targeting large clients and industries - but how to we depict the end-user that receives the ultimate benefits of the solutions we provide? We chose photography that brought a human element to technology services and solutions.

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Iconography

Digital solutions and IT professional services are complex concepts. I designed a library of icons to represent Hitachi’s go-to-market offerings that were easy to digest and gave deeper meaning to Hitachi’s messaging. The styling aligned to the elegant and innovative approach we took to the visual identity overall.

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Adoption

We created a comprehensive set of guidelines and tools to ensure a successful and consistent adoption, along with on-demand training programs and a brand usage process for all employees.

Check out the Brand Guidelines for yourself.