In times of transition, the redesign of purpose is what truly matters.
The ATM industry was entering a major period of transition, driven by the rapid spread of cashless payments and the rise of fintech. For Japan ATM Co., Ltd. — the company that pioneered ATM management and operation services in Japan in 1999 — the very name "Japan ATM" had come to confine the company's potential within a definition rooted in the past. In January 2022, alongside a change in leadership, the company rebranded as SocioFuture Co., Ltd. This decision was not simply a rebrand — it was a process of questioning and redesigning the company's very reason for existing. BOEL was responsible for embedding the new identity from within the organization and leading the brand activation that engaged the entire company.
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.
Type
faces
Color
Schemes
RGB / 255 255 255
CMYK / 0 0 0 0
HEX #ffffff
RGB / 23 92 144
CMYK / 89 63 24 0
HEX #004B7F
RGB / 0 145 64
CMYK / 100 0 55 43
HEX #009140
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MITSUBISHI ELECTRIC