The Heisei Medical Welfare Group

The Heisei Medical Welfare Group operates over 100 hospitals, nursing care facilities, and welfare facilities across the country, including Tokyo and Osaka. In April 2022, the company relaunched its website as part of a rebranding effort following a change in its president.

The rebranding involved verbalizing the philosophy that paints the group's future under the new CEO. The five guidelines (hereafter referred to as "actions") that will realize the new philosophy were expressed in illustrations and catchy slogans. Even after the renewal, we will continue to update the site every two months with "feature articles" that journalistically depict the efforts based on each action.

Takahiro Takehisa, who became the new representative of the Heisei Medical Welfare Group in January 2022, was considering rebranding the group and renewing its website. About 10 years have passed since the previous philosophy of "Never abandon anyone" was established, and the Heisei Medical Welfare Group has begun to carry out diverse activities that go beyond this framework, and they wanted to express their efforts in new words.

Takehisa, who moved to Kamiyama-cho, Tokushima in the same year, was involved in the founding of the Food Hub Project and the creation of a website related to Kamiyama-cho, and was interested in Monosus, which has a satellite office in the town. After receiving an inquiry, former representative Hayashi Takahiro visited the group's Tokyo headquarters in Yoyogi. Hayashi also identified with the Heisei Medical Welfare Group's efforts. After building a relationship of mutual trust, a project was launched to establish a new philosophy, rebrand the group, and renew the group's website based on that.

The recruitment site that was to be renewed was relatively simple in structure, making it an easy situation to tackle something new. As we proceeded with the production, we set the mission of "improving accessibility." We aimed for it to become a flagship for improving accessibility within the group in the future.

The rebranding process was carried out through two steps: research and workshops.

The research took six months to design and implement, with a large-scale questionnaire survey of approximately 1,700 group employees. Research was conducted by job type on the use of the group website in the hiring process, etc. In order for the website to function as an appealing medium, the direction was clarified, such as "making it easy to imagine what it would be like to work there" and "communicating specific initiatives."

At the same time, we held a training workshop in Kamiyama. In order to evolve our previous philosophy of "never abandoning anyone" into a more advanced concept, we put into words what the Heisei Medical Welfare Group values most. Through this training workshop and the subsequent discussions, we created our new philosophy of "living your own life for everyone."

![](https://cms1.monosus.blog/uploads/20240628_01_085ee817b4.avif "The photo chosen as the symbol of "Living your life for everyone" (Photo: Gota Shinohara)")

Following the rebranding, the direction of the new group website was also decided. The website was renewed to provide content to deepen understanding of the group, such as explaining the group's mission and vision, feature articles unravelling the efforts to "make living your own a part of everyone's lives," and introducing work styles and staff members.

The website was designed using a mood board to visually share design images, concepts, and discussions. Through repeated discussions that went back and forth between words and images, we selected photos that symbolized the new philosophy and created catchy slogans and illustrations. We carefully examined the article content that had been accumulated on the old site, and reorganized it to systematically display articles introducing working styles and staff.

The design inherited the existing logo and design assets, but added the tone and manner of the web. The aim was to "not evoke solely medical care as much as possible" and to have a "straightforward" tone that is neither too soft nor too serious. To express this tone, we used photos taken outside the facility and photos with a variety of clothing, expressions, and orientations. The design was created with the intention of giving visitors an opportunity to think about their relationship with the facility, and also to increase the number of people who support the group's activities.

For the illustrations expressing the "Five Guidelines for Realizing the Mission" of the Heisei Medical Welfare Group, we proposed several illustrators based on the tone and manner. In response to the request from CEO Takehisa to "deliberately distance himself from the image of life and medicine," we chose Hikaru Harada, whose style is minimalist, highly abstract, and simple yet gives a sense of human presence.

In addition, in order to show the activities of the Heisei Medical Welfare Group in a more three-dimensional way, we have newly planned a "Feature Article" in which we will cover activities linked to actions and produce journalistic articles. We update two to three articles every two months.

The rebranding and website renewal were a long-term project that took 1 year and 8 months in total. For the staff who participated in the project, it was also a process of confirming and sharing the future of the Heisei Medical and Welfare Group under the new president.

The "Feature Articles," which were serialized at the same time as the renewal, have been met with positive feedback from the group's staff, who have objectively evaluated their efforts and expressed their pride in them. By conveying these articles in combination with real-life efforts in the medical field, the website has become one that more concretely conveys the philosophy of "making living your own life a part of everyone's lives."

In future recruitment, we hope to attract applications from people who can empathize with the philosophy and actions seen through the website and who will support the future of the group. We plan to continue to measure the effectiveness and make adjustments in the future.