OM SYSTEM, known for its weather-sealed camera gear designed specifically for outdoor photography, aimed to strengthen its brand foundation by reconnecting deeply with its Japanese heritage. The goal was clear: reinforce OM SYSTEM’s identity as a unique outdoor photography brand, authentically rooted in Japanese culture.

The core insight for this transformation was the ancient Japanese philosophy of Kacho Fugetsu, We translated and integrated this philosophical concept—highlighting the profound beauty and experience of nature—into a compelling brand identity. Our role spanned strategic oversight and creative execution, including crafting brand storytelling, developing a cohesive visual identity, and producing comprehensive launch materials and advertisements.

This new identity and philosophy established a stronger, more authentic connection to OM SYSTEM’s heritage, laying a robust foundation for future brand growth.