RICOH LEASING COMPANY, LTD. Inevitable, mutation.

We planned and produced a 15 column newspaper ad on Nikkei newspaper to announce the name change of RICOH LEASING Co., LTD. Given the large format of a full page ad on the Nikkei newspaper, we aimed to create an execution that is not simply stating facts and that would not get buried in the sea of information. Finding the keyword “continuous mutation” from reading the interview scripts, we sought for expressions that symbolize the company’s identity. We finally arrived at a straight forward plan consisting solely of “words and a logo.” We elevated the main copy, “Inevitable, mutation.” into a powerful visual and aimed to express the company’s journey to date and its determination for the future in a direct manner.