Marketing: Rakuten’s Marketing Collateral Evolution

Rakuten evolved from a global company of fragmented businesses into a complex and integrated ecosystem that helped advertisers identify purchasing signals and habits throughout the consumer journey. As the company brand became clearer, so did the visual identity migrating from a house of brands into a branded house. This project showcases various pieces of collateral throughout the company’s brand evolution.


Develop collateral design that was flexible to communicate the power of the ecosystem and technology services while simplifying the benefits and showcasing the sophistication of the brand.