Orchestrated the Brand Transition from Fujitsu to Ricoh in the Document Scanning Sector, Maintaining Market Leadership.
Summary
As part of the rebranding transition from Fujitsu to Ricoh, I took on the crucial role of reassuring our customer base about the consistent quality and reliability they’ve come to expect. Conducting a thorough competitor’s audit, I provided a creative brief, recommendations, and standards, as well as suggested direction for the brand’s future.
Leveraging these insights, I spearheaded an awareness campaign to communicate the new name and maintain confidence in the brand’s industry-leading performance.
Roles
Sr. Director of UX
UX Designer
UI Designer
Tools
Figma
Responsibilities
Competitive Audit
User Experience Design
User Interface Design
Challenge
Navigating the transition from Fujitsu to Ricoh Document Scanners presented a complex challenge: retaining customer loyalty and trust while unveiling a new brand identity.
Solution
I led a robust awareness campaign that was sensitive to the brand’s past and future.
By leveraging Ricoh’s own merits and technological prowess, I ensured that the core values and high performance that customers associated with Fujitsu were communicated as continuing cornerstones in the Ricoh era.
Shopping Experience Brief
I carried out an in-depth competitor’s audit to gauge our standing in the market. This audit included a comprehensive creative brief, strategic recommendations, and a snapshot of competitors and industry standards.
Based on these insights, I then formulated a suggested direction to keep us at the forefront of the industry.
User Experience Design: Responsive
In the UX Design phase for Ricoh, I focused on crafting a user-friendly experience that maintained the brand’s trusted reliability and performance.
Live Action Video
In crafting our campaign, I dialed up the drama to spotlight a “tempest in a teapot”—a simple name change. My live-action video is essentially a matryoshka doll of commercials; it’s a spectacle within a spectacle.
Here, our star actress and the audience simultaneously come to the comedic realization that we’ve set a minor tweak against a backdrop of ludicrously grandiose theatrics.
Behind the scenes
Final Video
User Interface Design: Responsive
In the UI Design phase for Ricoh’s transition campaign, I drew upon the company’s new branding guidelines to create a cohesive user interface for our digital platforms.
This seamlessly integrated design served not only as a natural extension of the rebranded Ricoh identity but also as a complementary visual element to our live-action motion graphics video and overall campaign strategy.
