Re-branding

Avex had grown into the leading entertainment conglomerate in Japan, and after 30 years of continued growth and expanding into varying businesses, they were looking to re-define their brand values and to transform their brand assets into a 21st century global entertainment power house. Based over a series of discussions, we engineered an intensive bootcamp with key personnel. With the Naked Molecule, we were able to solidify the foundations of a brand plan and to develop a creative brief for a global creative pitch with the best in class designers across the world. From curating and selecting top candidates, detailed briefing, and advising all final presentation materials, we managed the entire process to ensure it was in line with Avex’s intention, and John Warwicker, founder and creative director of internationally acclaimed TOMATO, was selected to drive the visual language of Avex into a new realm. Naked bridged John and the client strategically and for executions of brand assets including the new brand logo, tagline, typeface, brand colour, manifesto, motion logo as well as the brand guidelines. Naked also took on developing web strategies and helped re-establish the brand site.