Kokorozashi Mirror Bedriuwsidentiteit Bewegwiizering by Unou Jikenn, Inc.

Kokorozashi Mirror Bedriuwsidentiteit Bewegwiizering by Unou Jikenn, Inc. is a highly esteemed winner of the very prestigious 2026 A' Design Award yn Brûns in Reklame, Marketing en Kommunikaasje Ûntwerp Competition Category.

BrûnsReklame· 2026

Kokorozashi Mirror Bedriuwsidentiteit Bewegwiizering

by Unou Jikenn, Inc.

Client: Mitsui & Co., Ltd.

A' Design Award yn Brûns Winner in Reklame Category

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Verified Award Winner

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Colors

The Design

About Kokorozashi Mirror Bedriuwsidentiteit Bewegwiizering

Kokorozashi Mirror is in ynstallaasje foar bedriuwsidentiteitsbewegwiizering, makke foar Mitsui & Co., Ltd. De bewegwiizering stiet yn in stasjonspassaazje dy't oanslút op it haadkantoar fan it bedriuw. Foto's fan meiwurkers en wurkflierbylden fertsjintwurdigje tsien bedriuwsdivyzjes. Hânskreaune berjochten oer de bylden hinne drukke de ambysjes fan elke divyzje út. Oan 'e ein fan 'e passaazje stiet in spegel mei de merkslogan It all begins with Kokorozashi. Sjoggers sjogge harren eigen wjerspegeling tegearre mei it berjocht, wat útnûget ta persoanlike refleksje.

The Recognition

About the A' Design Award yn Brûns

Kokorozashi Mirror Bedriuwsidentiteit Bewegwiizering is in winner fan de A' Design Award yn Brûns, in heech prestisjeuze erkenning foar treflike ûntwerpen dy't har ûnderskiede troch kreativiteit, fernuft en tûkens. Brûnswinners binne tige feardige en opfallend kreative artefakten dy't de grutte ûnderfining, ferbylding en betochtsumens fan har ûntwerpers befêstigje. Fan Kokorozashi Mirror Bedriuwsidentiteit Bewegwiizering wurdt ferwachte dat it in tige heech achte, bewûndere en dierber objekt is dat opmerklik profesjoneel en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Brûns yntegrearret de bêste praktiken yn keunst, wittenskip, ûntwerp en technology en is treflik om syn omtinken foar detail. Kokorozashi Mirror Bedriuwsidentiteit Bewegwiizering foldocht behoeften prachtich, reitsjet winsken, betsjoeveret gefoelens en sprekt nijsgjirrigens oan.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: This display visually expresses the roles and values of each business division, based on Mitsui & Co.'s brand tagline: It all begins with Kokorozashi. Unique to this display is the use of mirrors. The use of an innovative display mirror with the theme It all begins with Kokorozashi provides employees with a unique opportunity to reflect on their own aspirations in the context of their work. And it also shows other passersby that Mitsui & Co. is a company that values its people's aspirations.
Dimensions & Packaging: Mirror Signage: Width 1377 mm x Depth 3 mm x Height 1030 mm.
Business Unit Signage: Width 1377 mm x Depth 3 mm x Height 1030 mm.
Tags: OOH, Out of home, Advertising, CI, Corporate Identity, Signboard, Station sign, Mirror
Production Technology: This PR display can communicate a variety of messages reinforcing the overall theme of Kokorozashi. The layout is unified so the different messages are easy to read. By using handwriting, the concept is personalized and individualized.
Design Challenge: The greatest challenge was inspiring Mitsui & Co. employees to reflect on their own Kokorozashi. Conventional signage offers merely a passive viewing experience. However, by having viewers superimpose their reflections over the concept It all begins with Kokorozashi displayed on a mirror, we created a natural catalyst for them to question their own aspirations. This transformed a one way message into an interactive experience.
Research: To visualize the brand tagline Kokorozashi, we expressed the aspirations of Mitsui & Co.'s 10 business divisions through handwritten messages. The aim was to convey that the company values personal aspiration, and to communicate the diverse range of its businesses. We developed a spatial design featuring the brand tagline on mirrors and the aspirations of the business divisions, reconstructing the station passage into a narrative space for visitors to experience the corporate values.
Inspiration: As a global trading and investment company, Mitsui & Co. faces the challenge that its wide range of businesses makes it difficult for many people to understand what exactly it is and its people do. Images of employees and workplace scenes are overlaid with messages articulating the Kokorozashi of each business division, followed by the reflection of the person looking into the mirror and the message. It symbolizes the inner drive needed to turn aspirations into reality.
Project Duration: Published: August 28, 2025 to Present in Tokyo, Japan.
Operation Flow: The placement of the displays is arranged according to the natural flow of traffic to maximize impact. There are messages from 10 different employees one after the other. The brand tagline comes last in the mirror. This allows passersby to get a sense of each business division's aspirations. The mirror and its message make a connection to them personally, to their own lives. It all begins with Kokorozashi.
Team Members: Art Director: Daichi Takizawa
Graphic Designer: Daichi Takizawa
Photo Editor: Akira Sudo
Photographer: Fumio Doi
Photographer: Takumi Ota
Producer: Masayo Tachibana
Producer: Yuki Ito
Producer: Shiori Kusabe
Planner: Shota Takei
Planner: 502 Tanaka
Planner: Kurumi Kamata
Media Agency: Metro Ad Agency Co., Ltd.
Creative Director: Kashiwa Sato
Image Credits: Images 1 to 5: Photographer Takumi Ota.
Video Credits: Director, Cinematographer and Editor Yuki Nobue.