Evolving Brand & Creative Style Design System
Why this project is featured:
The complex level of creative repositioning followed Rakuten's acquisition of six marketing technology businesses in four years, leading the company to rebrand itself four times in the last ten years.
Rakuten had an ambitious goal to develop a marketing footprint globally, initially focusing on the United States market leading to an acquisition spree that meant merging identities – and cultures. Onboarding and migrating newly acquired business entities towards a unified brand identity pose significant design challenges. These challenges stem from the need to strike a delicate balance between preserving the acquired entities’ unique identities and integrating them seamlessly into the overarching brand. Designers must tackle issues such as aligning visual elements, messaging, and brand voice across diverse entities while ensuring that the unified brand conveys a cohesive and compelling narrative to existing and new customers.