what:
e.CYCLE

why: 
How can renewable energy benefit local communities?

地域のためになる再エネのあり方とは。

Carbon dioxide and other greenhouse gases are major causes of climate change. The reduction of greenhouse gases is vital for the sustainability of the earth, and there has been a global movement in recent years to develop renewable energy sources such as solar, wind, geothermal, and biomass energy.
In Japan, the FIT (Feed-in Tariff for renewable energy) system that came into effect in 2012 has led to a rapid growth in the number of renewable energy power generation facilities throughout the country. However, in many cases, these facilities have compromised the local landscape and failed to return the profits generated to local communities, despite having consumed local resources. As a result, more communities have not only become indifferent to renewable energy power plants but are even showing some resistance to them, which has created a major faultline between renewable energy power generation facilities and these communities.


気候変動の大きな原因である、二酸化炭素をはじめとする温室効果ガス。地球を持続可能にするには温室効果ガスの削減は不可欠であり、近年は太陽光や風力、地熱、バイオマスなど再生可能エネルギーの開発が世界規模で進められています。
日本では2012年に施行されたFIT制度(再生可能エネルギーの固定価格買取制度)によって各地に再エネ発電施設が急増しました。しかしこれらは時に地域の景観を悪化させたり、地域の資源を消費しているにも関わらず地元に収益が還元されないケースがほとんどです。そのため再エネ発電所に対して無関心な地域が増えているばかりか、抵抗感を示す地域も増えており、地域と再エネ発電施設の間には大きな分断が生まれていました。

how: 
A local circular and symbiotic sphere for renewable energy aimed at creating a promising future.

いい未来をつくる再エネの地域循環共生圏。

Machi Mirai. Co., Ltd. is a company that runs an energy aggregation business that facilitates local production for local consumption and intercity distribution of renewable energy, as well as a consulting business for new local electric power and model decarbonization areas. Eisuke Tachikawa, Representative of NOSIGNER, who shares the company's philosophy and business goals of creating a sustainable society where energy and communities can coexist and who will join the company's management team as a director in 2022, has assisted with the re-branding and formulation of the business strategy of the company.

The company's "e.CYCLE" is an aggregation service that facilitates local production for local consumption and intercity distribution of renewable energy by taking over electricity from renewable energy power plants interested in contributing to local communities and selling the power to retailers on a wholesale basis. The company is involved in various projects to revitalize local communities, including the establishment of a system where electricity from local renewable energy power plants is amassed and bidded on by electric power companies, with 75% of the sales commission returned to local communities in the form of a regional revitalization fund.

Ever since this service was known in the past as "Good Around," it has gradually expanded to various regions in Japan through cooperation with local governments nationwide and collaboration with power generation companies and electricity retailers. However, the details, principles, and systems of the service were difficult to grasp, which impeded its widespread adoption.
As part of the rebranding, we have changed the name of this service to "e.CYCLE" and created an "e." logo that encompasses the various services. Our strategy was to streamline the brand in anticipation of other businesses Machi Mirai. Co., Ltd. will develop moving forward.

まち未来製作所は、再エネの地産地消や都市間流通を実現する電力アグリゲーション事業、地域新電力や脱炭素先行地域のコンサルティグ事業などを手がける会社です。エネルギーと地域が共生する持続可能な社会を目指す同社の理念や事業に共感したNOSIGNER代表・太刀川英輔は2022年より取締役として経営に参画しながら弊社が事業戦略立案やブランドの再構築などをサポートしています。 

同社の「e.CYCLE」は、地域貢献の意思がある再エネ発電所の電気を預かり、小売事業者へ卸販売することを通じて、再エネの地産地消や都市間流通を実現するアグリゲーションサービスです。地域の再エネ発電所の電気を集めて電力会社に入札を行い、売上手数料の75%を地域活性化資金として還元する仕組みを構築し、地域を活性化させるさまざまなプロジェクトを行っています。

このサービスは旧称の「グッドアラウンド」の頃から、全国の自治体との連携や、発電事業者、小売電気事業者との協業によって日本の様々な地域に広がりつつありましたが、サービスの内容や理念、仕組みのわかりにくさが普及への足かせになっている側面がありました。
そこでリブランディングによってサービス名を「e.CYCLE」に改称し、多様なサービスを包括する「e.」のロゴマークを制作。まち未来製作所が今後発展する事業のブランドを統一する戦略を図りました。
As the first letter of "earth" and "energy," the "e." in "e.CYCLE" embodies the desire to create a promising future for both local communities and the earth by creating a virtuous cycle for sustainable energy. To underscore the relationship between "e." and the earth, we have also adjusted the relative sizes of "e" and "." in the logo design to resemble those of the earth and the Moon.​​​​​​​

「e.CYCLE」の「e.」は、地球(EARTH)とエネルギー(ENERGY)の頭文字でもあり、地域も地球も持続可能なエネルギーの循環によって、いい未来をつくるという思いが込められています。「e.」と地球の関係を示すために、ロゴデザインでは「e」と「.」の大きさを地球と月のサイズ比に合わせています。
The name "e.CYCLE" immediately conveys within and beyond Japan the fact that it is an energy-related service whose principle is to create a virtuous cycle where energy and communities can coexist.
​​​​​​​
「e.CYCLE」という名称には、エネルギーに関するサービスであることが国内外にすぐに伝わり、同時にエネルギーと地域が共生する「いいサイクル」をつくるという理念を込めています。
By having local governments with which the company has entered into collaborative agreements becomes e.CYCLE partners and by developing local brands such as "e.CYCLE YOKOHAMA" and "e.CYCLE AIZUWAKAMATSU" that allow each local community to work on the local distribution of renewable energy independently, it has become possible to visualize this service as a network that extends across the entire country.
In addition, we have also developed a branding strategy to streamline the names of services such as "e.BID" (the company's bidding system) and "e.BOX" (the company's renewable energy server business) so that it is easier for others to have a good overview of the services offered.
​​​​​​​
連携協定を結ぶ自治体の皆様にe.CYCLEパートナーとなっていただき、「e.CYCLE YOKOHAMA」「e.CYCLE AIZUWAKAMATSU」など、地域での再エネ流通をそれぞれの地域が自分ごととして取り組めるローカルブランドを展開し、全国に広がるネットワークを可視化しています。さらにサービスの全体像をわかりやすくするために、入札の仕組み「e.BID」や再エネサーバ事業「e.BOX」など、サービス名を一元化するブランド戦略を描きました。

will: 
Establishing a sustainable energy ecosystem as a standard for the future.

再生可能エネルギーの生態系を未来の標準にする。

Machi Mirai. Co., Ltd.'s vision is to establish the widespread adoption of renewable energy and a symbiotic relationship between renewable energy and local communities as standards for the future. In FY2022, 15% of all municipalities in Japan that have been selected as model decarbonization areas are areas where the company has provided consulting services. In addition, e.CYCLE has now developed into a platform that distributes approximately 0.1% of all renewable energy in the entire country.
More plans will be unveiled in the future for various businesses under the e. brand aimed at creating a virtuous cycle for renewable energy that makes local communities more sustainable by channeling the profits generated through renewable energy toward sustainable regional development.
The warped relationship between renewable energy power plants and local communities as well as in the intercity distribution of renewable energy is a global issue that is not limited to Japan. We will continue to work alongside Machi Mirai. Co., Ltd. as we seek to create a future in which similar services and systems can expand throughout the world through branding with a global reach that resonates with people all around the world.


まち未来製作所が目指すのは、再生可能エネルギーが広く普及し、地域と共生関係を築く未来を標準にすることです。2022年度には、炭素専攻地域に選ばれた全国の自治体のうち、同社がコンサルティングを提供する地域が15%を占めています。また現在のe.CYCLEは、全国の再エネの約0.1%にあたる電力を流通させるプラットフォームにまで成長しています。
再エネから生まれた利益が持続可能な地域の発展のために活かされ、地域が持続可能になる再エネの循環を実現するために、今後もe.ブランドのもとでさまざまな事業を展開していく予定です。
再エネ発電所と地域、あるいは再エネの地域間流通における歪な関係性は、日本に限らない世界的な課題です。グローバルにも通用するブランディングが世界中の人たちの共感を生み、同様のサービスや仕組みが世界中に広がっていく未来を描きながら、まち未来製作所の活動に並走していきます。

what:
who:
Social design by evolutional creativity. 
Art Direction
NOSIGNER (Eisuke Tachikawa)
Graphic Design
NOSIGNER (Eisuke Tachikawa, Moe Shibata, Ayano Kosaka)
Web Design
NOSIGNER (Eisuke Tachikawa, Ryo Fukusawa)
Development
NOSIGNER (Naoki Hijikata, Kazuhiro Ando)
Motion Design
Aco Hsu
NOSIGNER (Eisuke Tachikawa, Moe Shibata, Kaining He)
Photograph
NOSIGNER (Yuichi Hisatsugu)
Client
 
where:
Yokohama, Japan
when:
2022



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