MITSUBISHI ELECTRIC

This business branding project aimed to re-establish the client’s position as a leading brand in the Factory Automation (FA) market, further enhancing brand value and constructing a compelling identity. AXHUM conducted extensive interviews with employees both in Japan and overseas, followed by rigorous discussions with a cross-functional project team.

Through this process, we articulated the unique, inherent values of Mitsubishi Electric FA into a core concept, leading to the development of the global brand slogan: “Automating the world.” We also developed and implemented a comprehensive design system to visually manifest this worldview. This simple yet profound message has resonated deeply with employees, fostering widespread and spontaneous adoption across both internal and external touchpoints, including the global website and various communication assets.