SocioFuture

Review the ideal state of our company and reconstruct its identity.

SocioFuture, formerly known as Japan ATM, has been managing and operating ATMs in Japan since 1999. In January 2022, the company underwent a leadership change and rebranded itself, giving birth to a new brand. Leveraging the technology and expertise developed through its ATM business, the company now provides infrastructure that ensures a secure life for users, extending its services beyond financial services to include administrative and health services. BOEL supported the company in communicating its new identity both internally and externally through corporate branding initiatives.

Challenges

Internal awareness revealed by the survey

In a survey conducted with 3,000 employees, it was revealed that the company's core ATM business is facing challenges due to technological innovations in fintech and changes in the social environment. This situation has lowered morale within the company, necessitating new messages from management and employees to rethink the company's direction.

Solutions

The purpose of our company's existence

Both internally and externally, there was a strong image of the company as an ATM BPO provider, raising concerns that this might hinder innovation. BOEL believed it was necessary to align employee awareness and conducted interviews and workshops with management. This created opportunities for all employees to understand the company's image, and developed a purpose and value proposition from a field perspective that encompasses all business areas.

Results

Building a new brand with the entire company united

By ensuring that what management is thinking is communicated and understood by all employees, it alleviated concerns such as 'I don't understand how our business benefits society.' As a result, the entire company was involved in building a new identity and engaged in rebranding efforts.