Digital Experiences
As Hei's strategic arm, Hei Labs partners with businesses to build the frameworks for brand evolution.
VISIT
TOPPAN NEXT: A New Brand for a New Era of Innovation
TOPPAN Leefung was a celebrated name in manufacturing. But for its growing portfolio of global technology and innovation companies, that legacy brand had become a strategic constraint. A diverse group of acquired leaders in AI, security, and communications lacked a unifying parent brand that reflected their collective ambition. The group’s identity was fragmented, its potential obscured by a name that spoke only of its past. The challenge was to forge a new, singular vision for the future.
A new identity could not be imposed; it had to be discovered. Our process began with deep, intensive interviews with the leadership of every global subsidiary. We acted as strategic facilitators, synthesizing a cohesive narrative from a complex set of voices. From these conversations, a powerful new positioning emerged: TOPPAN NEXT would not be a traditional conglomerate, but a people-centric, strategic growth platform. This "North Star" narrative became the unshakable foundation for the new brand.
With the strategic foundation set, we executed the brand transformation with precision and speed. We engineered a new corporate identity—bold, intelligent, and tech-first—that captured the spirit of the new narrative. This identity was then made tangible through a new flagship website, designed to be the central hub for talent, acquisitions, and the group’s shared culture. This was not a simple redesign; it was the construction of the primary tool for communicating the new vision to the world.
The launch of the TOPPAN NEXT brand was not the end of the project, but the beginning of a multi-year, multi-project partnership. The new brand's true success was measured by its power as a scalable platform. In the months that followed, we leveraged the new framework to rebrand several portfolio companies at an unprecedented speed of 3-4 months each. We transformed a legacy manufacturer into a global innovation powerhouse and, in doing so, proved our value as a long-term partner capable of driving transformation at scale.
