The issues addressed: RAC is a non-profit organization that works as a business model on the social issues of foster parent education and child abuse prevention measures in Japan. It was founded by four management members who obtained MBAs in 2018. There were two issues that are to create awareness in establishing this non-profit organization:
1) Utilizing the concept and method of design to create an organization from scratch and making it an important management judgment axis of this organization.
2) Build consistent brand communication in the organizations’ external message dissemination.
In Japan management usually lacks a creative edge. RACs’ four person MBA management team is unique as it includes a graphic designer, this make-up supports creativity. The solutions to the problem that the creative side realized are:
1.When establishing the corporation, it was necessary to build everything from scratch. Through in-depth interviews with management members, we discovered insights that underlie our vision and goals. From this insight, we build a brand core and realize all-purpose branding that links all activities to our management philosophy.
2.We continue to realize consistent brand communication by linking all brand executions required externally to the brand core. We maintain a visual identity that is synonymous with the brand core and produce all brand collaterals that are consistent with the vision and goals.
2018 : Participation, Kao Social Entrepreneurship program (Social accelerator program) https://www.kao.com/jp/corporate/news/sustainability/2018/20180913-001/
2018 : Excellence Award, Nikkei Social Business Contest https://social.nikkei.co.jp/final2018.html
2018 : Finalist, Rakuten Social Accelerator Program
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