Our ideas behind the brand concept "Always Fresh"
“Always Fresh” is a brand concept CyberAgent has newly established.
This concept incorporates the message that CyberAgent will continually update all its production activities and be creative in its search for the new.
We asked Yosuke Sato, Chief Creative Officer, about the background and thoughts behind the brand concept, such as why the company, which celebrated its 25th anniversary this year, now introduces a brand concept.
Be aware of the “CyberAgent’s Way”
CyberAgent rebranded its CI (Corporate Identity) in 2015.
This was intended to convey to employees, partners, internet users, and society at large the importance of making positive changes with an eye to the future by showing an attitude of focusing on creativity internally and externally to move forward.
At the time of the rebranding, we kept the brand guidelines minimum to define the brand. We believed that if it set the rules too strictly, there would be no space for new ideas, and the brand would be too generalized.
However, as the company continuously expanded, new services and content were born in all fields, and everyone felt that it was not easy always to express the “CyberAgent Way.” Therefore, as a simple guideline for all creative activities, we decided to create a brand concept at this time.
People/Services, Flexibility, and Change
In April 2023, Susumu Fujita, president announced the brand concept “Always Fresh” for all employees with the message “We must always seek newness and ingenuity.”
It is a declaration that we need a common understanding among all employees that it is necessary to constantly update and be innovative in the fast-changing world.
In the video clip of the brand concept, we tried to express the identity of CyberAgent by the concepts like People/Services, Flexibility, and Change.
Each dot means each employee, project, product, and business, and each of them constantly changes and stays “Always Fresh” and continues to grow and play an active role in various fields. As CyberAgent continues to create and update new things by constantly changing and evolving.
What we are looking for by being "Always Fresh"
We operate a diversified business and do not have a united service brand. Hence you might think that brand consistency is less important for CyberAgent.
However, CyberAgent develops a wide range of businesses from BtoB to BtoC. We believe that if each employee and service can embody the “CyberAgent Way,” the Group’s synergy will strengthen and expectations for the company will be created.
Rather than being a set of rules, the new brand concept describes the shared values that CyberAgent wants to maintain in what it brings out to the world. We will always keep our unique ingenuity from a fresh perspective.
Profile
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Yosuke Sato, Chief Creative Officer
After working at the web production department of a major printing company, Yosuke Sato joined CyberAgent in 2012. He established the structure of the creative organization during the period when the company launched a number of mobile services and laid the base for making the creativity of the services it produces a competitive advantage. In April 2016, he was named as the CyberAgent’s first executive officer in the creative field. He mainly supervises media business creatives such as ABEMA and AWA.
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