Mitsubishi Electric, Europe

We Make It Possible, Phase 1

My role
Art Direction, Visual design, UI design, Toolkit documentation

Agency
MRM London

The European team from global technology brand Mitsubishi Electric wanted a campaign to showcase how their innovation and technology improve lives and creates a better future. I was the lead visual and UI designer within an agency-side cross-functional team responsible for developing and producing the campaign platform.

The campaign, titled ‘WE MAKE IT POSSIBLE’, aimed to increase awareness and generate leads by engaging the audience on social media and directing them to a microsite featuring brand stories on subjects such as air-conditioning, power semiconductors, sustainability, and robots.

I also worked on the second phase of the campaign, which can be viewed here.

Manifesto

Brief

Create a campaign highlighting how Mitsubishi Electric’s technology and innovation enhance daily life and promote a brighter future. The campaign should target B2B audiences and be localised for European markets.

Deliverables had to be in editable formats in the following languages: English, French, German, Italian, Portuguese, and Spanish. Additionally, a toolkit document should be supplied to support the campaign.

Microsite Homepage

Homepage with a horizonal scrolling navigation system

Article design on desktop

Article design on mobile

Solution

We conducted research and workshops with Mitsubishi Electric stakeholders to understand the brand, products, and goals. We identified key pillars of PEOPLE, PLANET, and TECHNOLOGY to align with the campaign objectives and used social media to drive traffic to an online destination and generate leads.

We used the pillars to identify impactful subjects for the campaign stories. Under PEOPLE, we highlighted partnerships and innovative solutions that improve people’s lives while being environmentally conscious.

For PLANET, we emphasised Mitsubishi Electric’s commitment to tackling social and environmental issues through its SDGs and sustainability vision and highlighted power semiconductors and clean water initiatives.

For TECHNOLOGY, we showcased the AI suite, Maisart, an autonomous driving system, xAUTO, and collaborative robots, Cobots.

Design Approach

Given the constraints of limited brand guidelines and assets provided, we faced the challenge of crafting a visually compelling campaign. To overcome this obstacle, we embraced a custom approach tailored to our objectives.

Our strategy centred on a photographic-led design complemented by carefully selected colours, clean typography, custom icons, and an organised editorial layout. This combination allowed us to create a cohesive visual platform to present the campaign’s messaging and storytelling.

With our design direction established, we proceeded to develop a range of assets, including social media visuals, a dedicated microsite, a manifesto video, and a comprehensive campaign toolkit. These resources served as essential tools for local markets to effectively implement and align with the overarching campaign vision.