It's not often you get to work on a creative pitch, put forward a new brand identity, win the pitch and then get the chance to roll your new design across every channel.
But that's exactly what happened when I worked on Fuso. Facilitating the rebrand process from concept to launch, everything from the logo to the website, with the only one thing we kept the consistent was Fuso's long association with the sumo.
But that's exactly what happened when I worked on Fuso. Facilitating the rebrand process from concept to launch, everything from the logo to the website, with the only one thing we kept the consistent was Fuso's long association with the sumo.
We evolved the sumo from an illustrated character to a modern symbol of strength, reliability and Japanese heritage. To achieve this, we travelled to Tokyo and captured live footage and stills of actual sumo athletes, captured in authentic sumo training stables and competitive arenas.
The result was a revitalised brand which demands respect from its competitors and customers.
