Toho University

At the core of Toho University’s identity, we redefined the founder’s philosophy, “Nature, Life, and Mankind,” as the fundamental founding spirit. From this starting point, we articulated the brand concept and the statement: “Connecting the Future through the Science of Life.” Our comprehensive approach included the development of a brand logo composed of twelve “Icon Stories,” the design of various touchpoints across campuses and communications, and the production of a brand film that visualizes the core concept. These initiatives ensure a unified and consistent brand presence. Through the centennial ceremonies and strategic projects of 2025, we are shaping the vision for the university’s continued evolution and future growth.

Mission

As the decline in the birthrate ushered in an era where university admission is virtually guaranteed for all applicants, Toho University faced the critical challenge of how to remain a "university of choice." This project was launched to address this through a strategic branding lens. At the time, despite being a comprehensive natural sciences institution comprising the Faculties of Medicine, Pharmaceutical Sciences, Science, and Nursing (later joined by the Faculty of Health Science), there was minimal inter-departmental collaboration. Furthermore, while the founder’s work, “Nature, Life, and Mankind,” existed as a philosophical foundation, it had become a mere formality over successive administrations, leaving the institution without a cohesive, shared vision.

To overcome these barriers, we conducted extensive internal and external interviews. In a pioneering move for the university, we established a Cross-Functional Team (CFT) that transcended organizational boundaries—bridging faculty, staff, students, and the gap between hospitals and academia. Through an intensive off-site workshop series, we facilitated a comprehensive "inventory" of their unique identity and values, empowering the team to define their ideal future vision.

Solution

At the beginning of the workshops, many participants felt the institution lacked a distinct identity. However, through sharing interview insights and engaging in deep dialogue, they gradually rediscovered the underlying theme that had quietly resonated through the organization: “Nature, Life, and Mankind.” They realized that the worldview of the founder, Susumu Nukada—encompassing both his life philosophy and his perspective on the universe—was already a form of "tacit knowledge" shared among them. The solution to the branding challenge lay in revisiting and reclaiming this founding philosophy, which had become a mere formality over 80 years, and reinstating it as the core of their identity.

Once this strategic direction was established, we moved into the process of giving the philosophy both linguistic and visual form through a brand statement, logo, and comprehensive design system. To ensure this essence resonated with all students, faculty, staff, and medical professionals, we developed a brand film, a conceptual book in an accessible "picture book" format, and even original brand music.

Twenty years have passed since the project’s inception. Under the strong leadership of senior management, these branding initiatives have become deeply ingrained within the institution. In 2025, as Toho University celebrated its centennial, AXHUM served as the executive producer for the commemorative ceremony. This event served as a vital platform to re-share the founding spirit of “Nature, Life, and Mankind” with all stakeholders—a milestone that contributed to a renewed sense of purpose and marked a bold leap forward into the next century.