Client Work:Osaka University Foresight Inc. Inner Corporate Branding

About Foresight Inc.

Foresight Inc. is an innovation consultancy born from Osaka University. They bridge real-world behavioral research with the academic expertise of 6,000+ university researchers and faculty, helping enterprise clients develop new products, services, and businesses through their proprietary methodology, "Foresight Creation."

As they grew, the team had built a sophisticated practice - but each member was describing their work and value in their own language. There was no shared vocabulary to articulate who they were as an organization. This created inconsistency in how they showed up to clients, partners, hires, and the broader market. The brand challenge was not visual; it was linguistic and structural.

What is Inner Corporate Branding?

Inner corporate branding focuses on especially on aligning employees around shared values, while outer branding helps to build fans from outside of the company.

By aligning, it increases the employee engagement which is a strong foundation for

Smooth communication, stronger team building and each employees to feel a strong part of a corporate mission and vision.

What to Solve?

Internal Alignment:

Provides a shared direction when making decisions as corporate

Consistency in communication:

Creates a common language internally and externally

Foundation of growth:

Builds a consistent and recognisable identity over time

Understanding of the Brand System

Lecture & Workshop

Outcome

*This is a presentation image made by Maurissen Branding & Design

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Company Brand Core 5 Elements

1. Brand Core Philosophy - 1 sentence

2. Vision - 1 sentence

3. Mission - 1 sentence

4. Value - 1 sentence

5. Principles - 10 principles

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Client's Voice

I felt that you created a space where we could make decisions in a gentle, considerate, yet simple way, decisions that we couldn’t have reached on our own. Thank you very much.

我々だけでは決めきれなかったことを、丁寧にやわらかく、かつシンプルに意思決定できる場を整えてくださったと感じています。ありがとうございました。

The work of aligning our understanding of key terms was something that would have been difficult and unlikely to progress with just our internal team, since each person had been using those words in their own way without any sense of inconsistency. I felt that you helped untangle things from an outside perspective, making them much clearer. Thank you for seeing it through with us!

言葉の認識合わせの作業は、普段その言葉を各個人が各個人の言葉として違和感なく使っていたため、社内メンバーだけでは難しい・進まない作業だったと思います。社外の立場からより分かりやすくなるようほどいていただいた感覚があります。 お付き合いくださりありがとうございました！

Through your precise articulation of our ideas and the examples of similar cases you shared, I believe our understanding of branding deepened, and a shared understanding of our messaging gradually took shape.

的確に言語化をしていただいたり、類似事例などを示していただいたりすることでブランディングの理解が深まるとともに、自分たちのメッセージの共通認識が形成されていったと思います。

What left the strongest impression ( and what I found most valuable) was how you raised the right questions and discussion points to sharpen the clarity of our language.

言葉の解像度を高めるための問いや論点を出してくださった点が一番印象的で、最も価値があったと感じました。