The rebranding project for Toshiba, which has reached a time of great change as a corporate group. It was time to rethink their future role, based on their storied history and achievements. We gathered various opinions from inside and outside--through global brand surveys and brand sessions conducted by working groups--in order to create the “Toshiba Group Philosophy System.” This was established from combining the existing Toshiba Group Management Philosophy, their Purpose we newly identified with this project, and their values. This system became the core of their branding, which inspired them throughout and also served as the driving force of the project. Their tagline “Leading Innovation” that was being used since 2006 came to an end, and officially released the news with a new visual system on October 1, 2018. Since October 2016, Gramco has provided total support for this project together with its official partner Siegel+Gale. This included the development of tools and brand videos to promote the assimilation of this philosophy system within the group.