BACKGROUND

RCS Advertising opened its doors in Japan 20 years ago and has since developed into more than just an ad agency. Now a cross-cultural marketing agency, they needed a new positioning and identity that reflected this.

STRATEGY

WMH helped define RCS’s core values – insightfulness, collaboration and diplomacy – and these in turn aided in shaping their new look. We also brought to life the simple truth that RCS helps clients navigate foreign waters (because different cultures recognise and understand messages differently) and we used this insight to inform all the communications.

SOLUTION

The identity was principally built around a globe because RCS deals in global differences. It’s a cultural maze out there, so the ‘globe’ was fine-tuned to reflect this and a magenta ‘dot’ was created at the very core, to represent RCS – a point of consistency in unfamiliar territory.

The new identity and marketing collateral is a huge departure from the usual business look and feel and hopes to make waves in markets all around the globe in 2018.