Turning regional divergence into global unity
A standout new identity to unify Fujifilm’s semiconductor offers around the globe
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New identity rolled out across 12 specialist divisions globally
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A single brand platform unifying highly technical product portfolios
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Internal engagement programme reaching employees across multiple regions
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Employer brand and recruitment campaign developed alongside
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Changing perception from product supplier to strategic innovation partner
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Marketing designed to support long-term category repositioning
The business
Fujifilm Electronic Materials (FFEM) is a global leader in advanced materials for the semiconductor industry, supplying critical components that enable the world’s most essential technologies.
Operating across multiple specialist divisions, the business plays a vital role in a fast-moving, innovation-driven category.
The business problem
FFEM’s structure had evolved into a series of distinct divisions, each with its own identity, messaging and market focus.
This fragmentation created challenges:
An inconsistent brand presence across regions and audiences
Limited ability to communicate a unified value proposition
Under-leveraged perception of FFEM as a strategic innovation partner
Difficulty attracting talent in a highly competitive global market
At the same time, the semiconductor sector was becoming more visible, more competitive, and more strategically important - demanding a stronger, more coherent brand.
Why agility mattered
FFEM operates at the intersection of global scale and deep technical specialism.
Different audiences, from customers to prospective employees, required different levels of understanding, messaging and engagement.
The challenge was to:
Unite 12 divisions under a single, compelling brand
Balance technical credibility with broader strategic storytelling
Deliver consistency globally while remaining relevant locally
Shift perception internally and externally at pace
This required a coordinated, multi-market approach combining strategic clarity with flexible execution.
Global agility did this
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Unified a complex organisation under one brand
Created a clear, cohesive brand platform that brought together 12 divisions into a single, recognisable identity.
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Defined a strategic brand position
Repositioned FFEM from a materials supplier to a critical partner enabling technological progress and innovation.
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Built a brand that works for multiple audiences
Developed messaging that resonated across technical buyers, business stakeholders and future talent.
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Shift perceptions internally and externally
Designed the brand to transform how employees and customers understand both the company and its role in the category.
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Delivered a global internal launch
Engaged employees across regions with a structured rollout programme to embed the new brand.
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Created a talent and employer brand platform
Supported recruitment efforts with a compelling narrative to attract high-calibre talent in a competitive market.