Design practice Nendo has produced an innovative new advertising campaign for a manufacturing company

Tokyo design legends Nendo have revolutionised the way Japanese general heavy industries manufacturer IHI is viewed with an innovative design technique for their latest advertisement.

Using the brand's simple yet efficient logo, Nendo has repeated the motif in various sizes and patterns to produce an attention-grabbing campaign.

The original logo IHI is derived from the visual aspect of steel beams used in construction. The business-to-business company predominately works with energy, social infrastructure, industrial machinery and aerospace.

The images have been designed to each reflect a single statement:

Sprawling cityscape - 'Progress of living standards is made from IHI'

Bridge crossing the sea - 'A hundred years of safety is made from IHI'

Airplane in flight - 'Freedom in the skies is made from IHI'

These images were projected onto billboards, buses and in newspapers. Additionally, a TV commercial was created completely by hand with no voiceovers, where 2,000 steel beams each rotate and reposition themselves.

Take a look at how Nendo has utilised the branding in a contemporary format below.

Video:

Creative Direction: Oki Sato

Art Direction: Oki Sato + Hideto Yagi

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