We couldn’t have established our new company without your help, so hugely appreciate your work. We're delighted with your deliverables and performance, and look forward to working with you again.
Ichiro
Tokyo Gas
programme details
When Tokyo Gas – Japan’s largest gas utility – purchased a majority stake in a business Houston, TX, the Merchant team worked to realise their vision of successfully expanding their asset portfolio, outside of Japan, for the first time.
Tokyo Gas is the largest natural gas utility in Japan.
Global collaboration with leadership teams in Japan and board level teams based in Texas, was needed to create a brand and message that conveyed the company vision of Tokyo Gas, whilst maintaining cultural considerations.
Our team conducted a full brand creation, from discovery and research through to a brand and implementation guideline. With a collaborative and iterative process, objectives of each stakeholder group were considered in detail to reach an outcome that resonates with local employees of TG Natural Resources in Texas and leadership members in Tokyo.
Positioned the TG Natural Resources business as a leading competitor under the new ownership of Tokyo Gas
Creation of a new name and branding that matched Tokyo Gas’s ambition in the transaction, whilst de-risking the purchase by considering multiple stakeholder’s needs and objectives
Provided a platform for successful growth and expansion under the business’s new ownership
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