THE CHALLENGE
An international branding agency was working on a new global campaign under the theme of ‘prosperity’ for a finance service brand. In order to create culturally relevant and impactful materials, they were looking to understand how the concept of prosperity is understood in Japan.

THE APPROACH
We conducted semiotic analyses of brands and products that expressed prosperity across multiple categories. We examined the language, tone, visuals, and narratives used in each communication exploring how they are shaped by social and cultural context.

THE OUTCOME
We identified several territories around the theme of prosperity, and crafted stimuli materials to be taken into deeper consumer research. These included a definition for each area, a mood board and a detailed description of the aesthetics of the space. These formed a set of cultural guidelines, from which the creative team were able to successfully launch their prosperity campaign into a new market.

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