Project: “Dumbo”
Studio: IDEO NYC
Discipline(s): Communication Design, Organizational Design, Design Research
Team Members: Jason Baker, Amy Segal, Meghan Weibler
Studio: IDEO NYC
Discipline(s): Communication Design, Organizational Design, Design Research
Team Members: Jason Baker, Amy Segal, Meghan Weibler
Client: Mitsui & Co. (Moon Creative Lab). IDEO has a long and storied history of long term relationships with their clients, embedding as a way to teach and effect change from within. Originally the IDEO Tokyo studio helped the Keiretsu envision the ambitious future by establishing an innovation lab within the Tokyo HQ. In order for these visions to actualize, it was imperative that the Moon Lab establish a foothold in America's innovation oasis, Palo Alto.
Brief: Establish the American innovation lab for Mitsui & Co. Clarifying the mission statement and employee value proposition for recruitment. Design included creating the behavioural principles that bridge the cultural differences between the 144 year old sogo shosha and Silicon Valley.
Story: By utilizing IDEO’s highly robust human resources team based in Chicago, we helped create the structure and brand presence for the Moon Creative Lab in Silicon Valley. Our research included a deep-dive into competitive salary ranges, job titles and other key compensation perks for attracting the Valley’s top talent. Alongside building the organizational architecture, we published an inspirational brand platform though the most effective storytelling tool, ‘a book’. The eye of moon is a physical book explaining the lab’s ambition and how to find your place in it—it’s given to each new lab member with other tangible materials as a ritual gift.
Impact: The Moon Creative Lab is currently growing in both Tokyo and its newest location in Palo Alto Ca, while emboldening the newly designed cultural identity that blends the American and Japanese approach to design.
Brief: Establish the American innovation lab for Mitsui & Co. Clarifying the mission statement and employee value proposition for recruitment. Design included creating the behavioural principles that bridge the cultural differences between the 144 year old sogo shosha and Silicon Valley.
Story: By utilizing IDEO’s highly robust human resources team based in Chicago, we helped create the structure and brand presence for the Moon Creative Lab in Silicon Valley. Our research included a deep-dive into competitive salary ranges, job titles and other key compensation perks for attracting the Valley’s top talent. Alongside building the organizational architecture, we published an inspirational brand platform though the most effective storytelling tool, ‘a book’. The eye of moon is a physical book explaining the lab’s ambition and how to find your place in it—it’s given to each new lab member with other tangible materials as a ritual gift.
Impact: The Moon Creative Lab is currently growing in both Tokyo and its newest location in Palo Alto Ca, while emboldening the newly designed cultural identity that blends the American and Japanese approach to design.
