SOUTETSU 50th Anniversary Re-Branding
Soutetsu Inc., a small factory of 40 employees in Hitachi city, Ibaraki prefecture since 1964 and celebrating its 50th anniversary. In charge of the re-branding process of the company which had been in the steel manufacturing industry and suuporting Japan's high economic growth. "Make Soutetsu's work a sport" as main topic, makes work into a sport, employees into athletes, factory into stadium, Sotetsu into Team Sotetsu. By replacing Sotetsu's work by blue-collar workers to "sports", started innovation of working environment such as factory and office, work flow and assessment system.