PROJECT

Oji Holdings
GLOBAL BRAND BOOK

GLOBAL BRAND BOOK: Connecting Employees Around the World

The Oji Group aims to “contribute to a future for our planet full of hope” through “business operations rooted in forest resources,” going beyond the scope of its paper manufacturing and paper processing businesses, which it has cultivated over many years. To share this vision across the entire group and foster a greater sense of unity, the group decided to revamp its brand design. Bravis, one of Japan’s largest full-service branding agencies with a 30-year track record of working on numerous global brands, partnered with the group on this rebranding project. At Bravis, we do not simply educate employees about the brand; instead, we implement internal branding based on a unique theory that generates employee resonance through the actions taken as a result of the brand.

As the Oji Group continues to expand its business globally, it faced the challenge that the connections between individual jobs and the people involved were becoming difficult to see. Therefore, after establishing a new global brand mark and tagline, Bravis developed the “GLOBAL BRAND BOOK,” which summarizes the big picture of the Oji Group’s work and the connections between each individual employee in a story format.
Since creating a brand is not the end of the process—the activities to embed it within the organization are the most important—Bravis designed a communication strategy to ensure the brand’s successful adoption.

The content introduces the Oji Group’s work through five themes—“GROW,” “DISCOVER,” “CREATE,” “CONNECT,” and “RENEW”—while conveying messages throughout the book such as: “All of our work is interconnected,” “If even one aspect of our work were missing, the Oji Group’s business could not function,” and “Through the connections and cycles between the work of each individual—regardless of their location or job description—we move toward the ‘Earth Full of Hope’ that the Oji Group strives to create.” It is designed with cute illustrations and easy-to-understand text so that anyone, regardless of country or job type, can enjoy reading it.

The GLOBAL BRAND BOOK published on our website features an interactive element where users pass through a tunnel shaped like the “O” in OJI as they scroll, creating an experience that naturally draws them to keep reading. Because it is an immersive site that feels like a journey, employees are motivated to actively engage with the content. Furthermore, the site is effective from an internal branding perspective: by enjoying the content, employees rediscover their pride in their work and are inspired to share it with family and friends. As mentioned at the beginning, “Building a brand isn’t a one-time effort.” We believe the same applies to digital initiatives—it’s not enough to simply develop them; the success of branding hinges on approaching these initiatives from the perspective of how they can be effectively utilized after launch.

So that every single person working at the Oji Group can truly feel the value of their work and their connection to the company.
The “GLOBAL BRAND BOOK” is the embodiment of that vision, serving as a communication tool that fosters a sense of unity within the Group.

You can view the OJI Group’s rebranding projects here.
https://www.bravis.com/en/projects/oji

  • CLIENT
    Oji Holdings
  • SERVICE
    Brand Book
    Implemented Inner Branding Measures
    Web Development
    COUNTRY
    Japan