Reclaiming the leading position

Branding, Strategy


TokyoDex lost its market lead to new competitors. On top of that, their current branding didn’t align with the team.


Together, we mapped out a strategy to execute that reassumes their prime market position.

What we did

  • Brand Strategy
  • Tone of Voice
  • Brand Identity
  • Art Direction

Slowly Getting Overcrowded

TokyoDex noticed that they weren’t the top choice anymore. More and more companies were sweeping up deals they got easily before.

Their competitors were flashier but nothing compared to TokyoDex’s extensive portfolio. Yet, they were overshadowed.

They knew they needed to change. That’s where we came in.

“We arrived at our current branding through an internal workshop a couple of years ago, but we have a very different team now and a different image in the market.”

A Position of Strength

We first worked with the basics: company mission. Everything the company does goes right back there after all.

Boiling it down, the team at TokyoDex wants society to also see art as a way to ignite purposeful relationships. But, its branding doesn’t share this message. At least not yet.

Image from TokyoDex

Digging for Golden Nuggets

When we go down tunnels digging for insights, we don’t pack shovels.

Instead, we have bags of snacks, post-it notes, and some humor.

Change is better from the inside out. So while we discuss strategy, we’re also filling our stomachs.

So how do you reclaim the lead position?

“Align your brand” and “dig for insights” sounds utopian without the know-how.

That’s why we gave TokyoDex a step-by-step guideline.

Does your business feel off-brand?

Tell us what’s on your mind and let’s figure out how to align your business.

“Thank you so much for the workshop and all the information! We had a lot fun, especially part where we searched for the images. It was new and exciting!