Getty Images Launches Its First Ever 'Brand Connect' Workshop with Fujitsu

On May 15, 2023, Getty Images Japan, the local branch of the globally renowned visual content company headquartered in Seattle, hosted its first 'Brand Connect' workshop in Tokyo. This event was designed for marketing and public relations professionals aiming to enhance brand value. The workshop included an interactive networking session and a talk session featuring renowned experts in branding.

The highlight of the event was a panel with Masaru Takahashi, Senior Manager of Fujitsu's Corporate Brand Experience Division, and Sumito Tomiyasu, Visual Strategy Key Account Executive at Getty Images Japan. They discussed branding challenges and successes in an engaging talk. Fujitsu's 'Corporate Brand Identity System' won the prestigious iF DESIGN AWARD 2022, signifying a notable achievement in the design field. Since 2020, Fujitsu has consistently improved its branding, with a 19% increase in recognition in the Best Japan Brands 2024.

During the session, Takahashi provided insights on Fujitsu's branding journey, revealing three main hurdles the company faced prior to 2020. These included insufficient alignment between business and branding strategies, a weak brand promotion framework, and challenges with self-promotion. The turning point for Fujitsu came in 2019 when Takahashi's leadership guided the company toward a purpose-driven management model that aimed to transform it from an IT company into a digital transformation powerhouse.

Takahashi emphasized the importance of aligning branding with corporate strategy at the top level, creating an extensive brand promotion system involving all employees, and adopting a human-centric approach. The comprehensive visual identity refresh was based on this new purpose, marking the shift from showcasing a customer-centric ethos to one focused on trust and sustainability. The introduction of purposeful, consistent brand visuals across various touchpoints was accomplished within two years, surprising many attendees from the marketing and public relations industries.

The workshop also highlighted Fujitsu's new business model, 'Fujitsu Uvance,' aimed at using AI to accelerate customer business and tackle societal challenges across industries. This model represents an advancement towards sustainability, combining brand identity with customer-focused design guidelines, templates, and tools that effectively communicate Fujitsu’s services across its extensive employee base.

Key to this branding overhaul has been Getty Images. Takahashi noted how the platform's high-quality, diverse visuals align with Fujitsu's branding needs, reflecting global standards and catering to a wide array of industry contexts. The imagery sourced from Getty Images helps Fujitsu maintain compliance and instills confidence among its stakeholders, essential in a reputation-sensitive market.

Participants in the workshop engaged in group work that allowed them to share and discuss their branding concerns and strategies. By collaborating with professionals from various industries, attendees could deepen their connections while tackling common challenges.

Towards the end of the session, Takahashi showcased how Fujitsu's branding has embraced modernity, sharing anecdotal evidence of how the company's events have transformed from conventional presentations to immersive brand experiences that resonate well with audiences.

In conclusion, Takahashi stated Fujitsu aims to be recognized among the top 100 global brands, emphasizing the crucial role visual imagery plays in achieving this goal. He likened starting new projects to painting on a blank canvas, with Getty Images' visuals empowering Fujitsu's creative direction. The successful workshop marked a new chapter in enhancing brand value through innovative visual content strategies.

Event Overview

- Date: May 15, 2025, 15:00-18:00
- Location: The Prince Gallery Tokyo Kioicho
- Guest Speaker: Masaru Takahashi, Senior Manager, Fujitsu Corporation
- Navigator: Sumito Tomiyasu, Getty Images Japan

About Getty Images

Getty Images is a leading visual content creator and marketplace that provides a wide range of content solutions tailored to diverse needs worldwide. With a strong commitment to quality, Getty Images delivers powerful, inclusive content through its platforms such as iStock and Unsplash, in collaboration with over 600,000 content creators and more than 350 partners.