Doosan Group
Old to bold
Doosan, South Korea‘s oldest conglomerate, serves a myriad of industries including trade, packaging, construction and publishing.
Challenges
Reposition Doosan as a forward-thinking, global company with the flexibility to thrive in the rapidly changing business climate
Actions
Revolutionized Doosan’s identity, dropping its outdated and culturally-specific image, and replacing it with a vibrant world-class design representing Doosan's three business competencies united as one
Extended the new identity to each of the affiliated business units and, where appropriate, packaging, signs and other forms of communications
Implemented an employee information program conveying Doosan's management philosophy, corporate spirit and visual identity