Design a comprehensive Visual Identity for a new retail brand specialising in smartphone marketing, including the design of the retail outlets, logo and the brand’s name.

We opted for branding using a monochrome colour scheme to differentiate the client’s brand from existing mobile phone retailers’ VIs, which are filled with colours. We first designed the client’s outlets only with well-balanced shades from black to white, to beautifully highlight the colourful products on display. We then developed the tone and manner of the VI based on that store design concept.

- Won a Good Design Award in the new brand category for a smart phone retail brand.- On behalf of all Japanese mobile phone marketers, won a prize in the Japanese ‘Buzzwords of the year’ contest for 2011 for the term ‘smart phone’ (rendered in Japanese), which placed 10th in the rankings.- covered by WBS, a leading TV news show in Tokyo, for a story on future trends in smartphone marketing.- Sales volume of the brand holder, NEC Mobile, was up 10% from the previous year due to new market outlets and their unique services.