Sekisui Resin Rebrands Artificial Turf "DREAM TURF" with Total Support from GK Kyoto for Product System Reorganization and Communication Design.

GK Kyoto Inc. (Kyoto City, Kyoto Prefecture, President and CEO Fuuji Asada) was in charge of rebranding the artificial turf brand "DREAM TURF" developed by Sekisui Resin Co., Ltd.'s Sports Facilities Business Division.

This project comprehensively supported the reorganization of the product system and the design of brand communication for multiple artificial turf product lines handled by the division, in addition to the flagship long-pile artificial turf series.

<DREAMTURF Brand Logo>

"DREAM TURF," which had been developed for many years, was originally the name of the long-pile artificial turf series, but it is now widely recognized as the flagship product group representing Sekisui Resin's artificial turf.

In line with this reality, this project redefined "DREAM TURF" from a series name for long-pile artificial turf to a brand that spans the entire product group. Concurrently, the brand's value and functionality were re-examined, and a new brand logo and statement expressing the "attitude of pursuing the ideal playing environment" were developed.

Furthermore, this project went beyond a mere renewal of brand expression to rebuild the product strategy itself. The features of each product and sales channels were organized, and cross-departmental workshops involving development, sales, and marketing were conducted. While redefining targets and reorganizing product groups, the brand redefinition was promoted by verbalizing and sharing the differing perceptions and value standards of each department, thereby fostering consensus among internal stakeholders.

In addition, communication challenges with customers in the development and sales fields were analyzed in detail, and the information structure and brand hierarchy across multiple products were redesigned. This has built a brand foundation with consistency and scalability for the entire business, achieving a common understanding for continuous operation. Additionally, design and editorial planning were handled for the content pages of new individual product catalogs and comprehensive catalogs. The new brand and communication initiatives will be rolled out sequentially from Spring 2026.

This initiative is part of the company-wide rebranding project promoted by Sekisui Resin Co., Ltd. on the occasion of its 70th anniversary (July 2024). GK Kyoto was responsible for the renewal of the visual identity (VI) embodying the group slogan "Safety and Comfort in the Scenery of Society," as well as the design development and management of the corporate logo.