Well, we did it; another project has officially launched.
At Interbrand, I was fortunate to join a global design team that helped shape TDK’s brand identity, a year-and-a-half project.
From pitch to launch, this assignment proved to be the most challenging I’ve faced since joining the company eight years ago.
At its core, TDK’s brand identity centers around its new tagline, “In Everything, Better”, a simple phrase highlighting how its technology, though invisible, lives inside electronics that make daily life possible.
To bring this story to the surface, our client challenged us to think bigger, developing multiple concepts and systems that explored different personalities for the brand.
A demanding process with endless rounds of feedback.
One unique aspect of this global project was working in English, which gave me more confidence to share ideas, lead meetings, and take ownership of the final output.
Something I don’t get to do often, since most of my projects rely on Japanese translation.
In the end, the client chose the direction you now see live, as they felt it best positioned TDK as a bold, dynamic, and inviting brand that resonates with consumers and inspires a new generation of talent.
It’s always rewarding to see our work in public, but many designers, including myself, left this project with mixed emotions.
Although we love the new tagline and story, we felt the client chose a visual direction that was expected and safe, despite encouraging us to think bigger.
But that’s the nature of the game, isn’t it?
As designers, we can create bold and exciting ideas that can push a brand further, but as this assignment reminded us, the client will always choose what’s best for them.
Looking back, this project taught me a lot about patience, perspective, and the ability to balance vision with reality.
I’m grateful to have had the chance to help shape TDK’s next chapter, even if I still believe we could have done better.
See you next week,
William