ISSUE 課題
- Despite Tatsumi’s leading position in Kanagawa’s home nursing market, social recognition and empathy for the brand remained limited
- In the recruitment market, conveying the organization’s philosophy and workplace appeal effectively to differentiate from competitors was difficult
- With the arrival of a new CEO from outside, there was a strong need to reinforce unity between executive management and frontline staff
- The collaborative nature of multi-professional teams required deeper permeation of shared values and brand identity
- Although expanding community engagement and trust-building was necessary, previous communications had been fragmented and siloed by function
STRATEGY 戦略
From “Inner Empathy” to “External Trust”: An Integrated Internal Branding-Led Strategy
＜Objective＞
Build a foundation of employee empathy and pride to thoroughly embed the corporate philosophy and realize a talked-about brand, thereby enhancing retention and recruitment of talented personnel and earning community trust
＜Target Audience＞
- Healthcare professionals such as nurses and therapists (both current and prospective)
- Service users and their families
- Local healthcare and caregiving stakeholders
- Internal staff and management teams
- Local communities and general public
＜Approach＞
Start by creating an environment where staff themselves resonate deeply with the philosophy and take pride in their work
- Base the brand’s core on “the people delivering the service = the staff,” designing a structure where every employee becomes a storyteller and brand ambassador
- Leverage the leadership change to reconnect management vision with frontline passion through internal content, fostering psychological cohesion and gradually expanding this brand energy outward to communities, job seekers, and partners
- Build a unified brand world through consistent messaging, visuals, experiences, and media exposure that achieves not only short-term recruitment results but also mid-to-long-term relationship building
PLANNING 企画
Base the brand’s core on “the people delivering the service = the staff,” designing a structure where every employee becomes a storyteller and brand ambassador • Leverage the leadership change to reconnect management vision with frontline passion through internal content, fostering psychological cohesion and gradually expanding this brand energy outward to communities, job seekers, and partners • Build a unified brand world through consistent messaging, visuals, experiences, and media exposure that achieves not only short-term recruitment results but also mid-to-long-term relationship building
- Produced dialogue videos featuring outgoing and incoming CEOs, and roundtable discussions with executives, communicating brand succession and future vision internally
- Created corporate philosophy films, recruitment promos, and documentary-style frontline videos centered on authentic staff voices and stories
- Developed the brand tagline “A Station that Warms Your Life” as the core of all content and messaging
- Redesigned corporate identity (new logo, color palette, graphic design) to visually anchor the philosophy
- Established warm, approachable touchpoints with the community via FM radio programs and radio commercials
CREATIVE クリエイティブ
- Copywriting：Unified the tone around “A Station that Warms Your Life,” emphasizing warmth and sincerity. Focused on everyday language rather than technical jargon
• Visual/CI Design：The logo embodies “connections between people” through circular motifs. The natural, calming color palette evokes comfort and trust
• Video Production：Documentary-style compositions including CEO talks, executive panels, and frontline footage prioritized authenticity over stylization
• Radio & Audio Media：FM radio shows and commercials use gentle narration and relatable soundscapes to build local trust and familiarity
ROLL 担当領域
- Brand strategy planning (integrated mid-term internal and external branding concept)
- Planning and execution support for internal branding strategy
- Development of brand copy and storytelling
- CI redesign (logo, color, etc.)
- Video planning and production (CEO dialogue, staff roundtables, onsite documentaries)
- FM radio program and commercial planning, production, and broadcast design
- Unification of copy and visual tone
