#Japan #Tokyo #GEKI #BREXA Holdings #Brand Communication

Rebranding Outsourcing Group: A Comprehensive Transformation

In a significant move that aims to redefine its brand and mission, GEKI, a prominent culture empowerment company headquartered in Meguro, Tokyo, has taken charge of the rebranding project for Outsourcing Group, which is now known as BREXA Holdings. With a workforce of approximately 126,500 across 38 countries, this initiative marks a crucial chapter in the group’s journey leading up to the pivotal company name change on July 1, 2025, and its transition to a holding company structure.

Project Overview

The rebranding project, executed between January and April 2025, encompasses a variety of strategic initiatives designed to solidify BREXA Holdings' core purpose: "To eliminate boundaries in all forms of work, unlocking more possibilities for more people." This purpose, set to resonate both internally and externally, is central to the group’s new identity and branding approach.

• - Project Duration: January 2025 – April 2025
• - Client: Outsourcing Group (now BREXA Holdings)
• - Focus Areas: Brand strategy & Creative production

Key Initiatives Implemented

GEKI played a multifaceted role in this rebranding effort, implementing a series of impactful communications and marketing strategies:

1. Group Purpose Movie: GEKI conceptualized and produced a compelling video that illustrates the new group purpose, designed to engage employees and external stakeholders alike.
2. Brand Posters: A series of eye-catching brand posters were created, visually representing the new identity of BREXA and its renewed commitment to its workforce.
3. Name Change Special Website: An engaging digital platform was developed to announce the name change and communicate the vision and values of BREXA Holdings effectively.
4. New VALUE Development: GEKI facilitated the creation of a new set of guiding principles termed 'VALUES,' which outlines the foundational behaviors expected within the organization.
5. Entrance Ceremony Video: To mark the transition, GEKI produced both opening and closing videos for the entrance ceremony, celebrating the group's new direction and purpose.

The Impact of Rebranding

The comprehensive nature of the strategies deployed by GEKI facilitates a smooth transition into BREXA Holdings, ensuring that the group purpose is not just a statement but a lived experience that guides the actions and decisions of every employee. By fostering a strong internal culture, GEKI positions BREXA Holdings to thrive in a competitive global landscape.

About GEKI

Established as a Culture Empowerment Company, GEKI focuses on creating living values through cultural expression. They specialize in branding and communication initiatives based on corporate culture and purpose, and they also engage in retail businesses targeting overseas markets, including product development for visitors to Japan. Through innovative experiences, GEKI aims to craft sustainable value that resonates with both individuals and organizations.

For inquiries about brand development or internal branding initiatives, feel free to contact GEKI via their official website here.

Conclusion

The strategic rebranding of Outsourcing Group into BREXA Holdings, completed under the expert guidance of GEKI, marks a significant evolution in the company's identity. As they gear up for this transformation, the group is set on a path towards breaking barriers and expanding possibilities for its employees worldwide.