Redefining the Brand

Evolving with a Renewed Corporate Vision

Take and Give Needs is expanding its hospitality business by revamping its corporate visual identity.

Since 1998, the company has been a leader in Japan’s wedding industry, introducing the house wedding market, a venue style that creates a private, home-like atmosphere for ceremonies. In response to the impact of COVID-19, it refined its corporate philosophy and refreshed its brand identity to align with its future direction.

Issue

Commitment to Transformation

With a renewed corporate purpose—"Driving innovation in hospitality to energize Japan"—the company is expanding beyond weddings, making hotels a new core business. It aims to lead both the hotel and hospitality industries.

To mark its "second founding" (a major shift toward long-term growth), the company introduced a new corporate message and rebranded its visual identity to reinforce its commitment to transformation.

Creation

A Visual Identity Representing Transformation

The new visual concept, "Redefining the Canvas," symbolizes change. Bold, expressive brushstrokes blend multiple colors, reflecting both the company’s commitment to innovation in hospitality and its determination to break industry norms and reshape perceptions—internally and externally.

The blended colors represent the individuality of employees and the company’s diversity. While the primary corporate colors are blue, yellow, purple, and beige, their gradients merge seamlessly, creating dynamic variations depending on how they are framed.

This visual identity extends across the corporate website, recruitment site, business cards, hiring materials, and employee welcome kits, forming the new face of the company.

Unique Business Card Variations

By cropping the design from different angles, four distinct business card patterns were created, each offering a unique interpretation of the brand’s evolving identity.

Corporate Website Renewal

The site structure and UI were streamlined to consolidate information and create a simple, intuitive experience. The design ensures users can find key information with minimal steps. The homepage delivers essential content within a fixed-screen layout, while scrolling or hovering over the menu triggers diagonal thumbnail animations for added engagement.

Recruitment Website Renewal

For recruitment, we developed the tagline "Step into the Unexplored" to inspire bold action. The site conveys a strong sense of purpose, encouraging candidates to embrace challenges. The main visual, created through an actual painting process, maintains a cohesive tone while introducing a distinct texture from the corporate website.

Recruitment Brochure

A recruitment leaflet was designed for distribution to students, covering planning, writing, design, and printing. The cover is shortened to emphasize the visual impact, making the design stand out.