Employee engagement concept & identity

As the twelve-month countdown to the Tokyo Olympic Games approached, we built an employee engagement campaign for Bridgestone to help translate an amazing opportunity for their brand into a memorable experience for their employees.

The concept saw us coming up with the idea of ‘Stepping up to the Olympics’, to convey what the brand and its people would do, which evolved to ‘Step Up to Tokyo 2020’.

We then created an identity, including a flexible design that could overlay all collateral and become synonymous with the programme. At the heart of the identity was a graphic ’E‘ element, that came to life as the lines of the athletics track, inferring action and achievement.