Shaping tomorrow with you

Taking the lead for one of the world’s biggest IT groups

Fujitsu is the leading Japanese provider of information and telecommunications-based business solutions and offers a wide range of technology products, solutions and services. With around 159,000 employees, the company serves customers in more than 100 countries. The Fujitsu vision ‘Human Centric Intelligent Society’ is geared towards an intelligent society that places humans at the centre of any information and communication technology.

As a global branding and creative agency, we support Fujitsu in developing and implementing global marketing activities in an intercultural process.

Development of a global brand

Following numerous years of expansion, many partnerships and continuous growth, the Fujitsu brand was not perceived as a consistent brand due to its differing appearance. Under the new positioning ‘shaping tomorrow with you’, we created a consistent visual identity in 2007 with the specially developed company font Fujitsu Sans, as well as the distinctive and identity-generating red ‘response module’. To ensure the observance of this new brand identity in the sometimes widely differing departments, we developed an extensive brand handbook with detailed design guidelines taking into account all communication channels and media, both internally and externally.

From theory to implementation: a brand brought to life

In our role as a creative lead agency, we have developed a variety of global campaigns for print and online in recent years, thus demonstrating how flexibly brand identity can be applied. The campaigns are implemented in more than 25 languages and rolled out in up to 36 countries. The channels here could not be more varied: from global corporate films, print campaigns, landing pages, and online banners through to complete trade fair appearances.



Alexandra Butler
Senior Account Manager
Tel. +49 89 895622-17