CTI’s philosophy of “Co-Active” (Being + Doing) refers to the concept of “being together…in action.” It conveys CTI’s unique coaching philosophy and method of the coach and client cooperating to create meaningful changes in action through transforming the mindset. The mission of the rebranding was to promote this concept in Japan widely. However, a communication challenge was created after CTI USA changed its name from “Coach Training Institute” to “Co-Active Training Institute,” which made it harder to convey that CTI was the founder of coaching with a history of producing many professional coaches. This challenge also applied to CTI JAPAN, which contributed to the development of the coaching industry in Japan since the early days. Currently, however, many coaches from CTI have started their own competing coach training businesses. 

Therefore, we fully promoted the CTI narrative as the coaching foundation in our website design. We set the main tagline, “The Origin of Coaching” and clearly indicated the foundational nature of the organization by adding the phrase, “The Main Distinguished of Coaching and CTI: Being Together in Action.” NOSIGNER staff, such as Tachikawa, received actual coaching training to execute the design process. We spent many hours unraveling the history of coaching and CTI with CTI JAPAN members and posted the stories we discovered on the website content. We designed an original pattern inspired by the color gradation in the U.S. to make it conform to the branding of CTI USA and promoted this design in various places as key visual communication.

For the branding of WAKE UP Co., Ltd., we created brand tools that utilized color gradation developed for CTI JAPAN to show commonality with CTI. We also updated the corporate logo. The newly designed logo reflects the Co-Active philosophy of actualizing “being” and “doing.” It also features an essential motif in coaching “eyes” and symbolization of a “paradigm shift wave,” representing changes and transformations of organizations and individuals.

Additionally, many training applications and corporate project requests to CTI JAPAN were driven by word-of-mouth from professional coaches with CTI certification. In response, we proposed a communication strategy that empowers the entire CPCC community, contributing to the branding of WAKE UP Co., Ltd. We designed standardized tools, such as business cards for professional coaches and virtual backgrounds for online meetings. This creates an environment where coaches can fully demonstrate their capabilities while enabling the entire CPCC community to contribute to the branding of WAKE UP Co., Ltd. and CTI JAPAN.