Japanese builder Ichijo Technological Homes entered the Australian market in 2011 as an independent enterprise with a portfolio of house designs focused on high energy efficiency and world-leading ecological standards. The challenge for the company at the outset was to determine a product mix and communications platform that was relevant to a local market. The launch program, developed by John Frostell and James Gallagher under the banner of Gallagher Frostell consultants, took place over an 18-month period and featured a set of campaign materials applied to brochureware, outdoor signage, a new website, promotional materials and numerous photographic assets.
The Konakona building in Hirafu Niseko’s main street was designed by celebrated Tokyo architects Klein Dytham as a leading example of premium resort property design. Promotion of the project quickly took place on the prominent site with the building named and branded and a prominent 10m billboard staking its claim.
Escarpment is a master planned resort community at the base of Hirafu Niseko’s main village, overlooking the Shiribetsu River and boasting premium views of the area’s famed Mt. Yotei. Marketing for the site required premium positioning and an understanding of the year-round lifestyle potential being developed in and around the area.
A number of years working with Hokkaido Tracks and taking many new resort property developments to market culminated in documentation of the company's brand standards and explanation of associated strategy. The brand standards document took the form of a ‘How To’ guide to enable other communications consultants and employed personnel to faithfully and effectively work with the brand. The introductory sections of the document detailed the processes involved in determining the ‘experience’ strategy developed for the Hokkaido Tracks group and its subsidiaries and provided the intellectual basis upon which to create campaigns and further brand extensions.
Kirakira and Konakona are partner buildings in the resort snowfields of Niseko, Japan. Dialogue conceived the naming and designed the custom-lettered logotypes in addition to the marketing collateral that underpinned the sales programs. The building exteriors, at the hands of Klein Dytham architects, were informed by different motifs of snow, with the Japanese words for ‘glisten’ and ‘powder’ forming the basis of the names.
A property development and management group known casually as the ‘Downtown Boys’ in Japan’s Niseko area were a growing enterprise and required brand repositioning after a tie-up with Australian property group LJ Hooker. A series of workshops with the client executive determined a new branding platform for the group before re-design of identities for its subsidiaries took place.