In collaboration with Japanese production house wala.town, we worked with Japanese steel construction company Chuetsu Tekkou to create a company theme song. Unlike a typical jingle, the song wasn't meant to “sell” a product. They wanted to tell their story and express what they stand for through music, building a stronger, more passionate team.
In collaboration with Japanese production house wala.town, we worked with Japanese steel construction company Chuetsu Tekkou to create a company theme song. Unlike a typical jingle, the song wasn't meant to “sell” a product. They wanted to tell their story and express what they stand for through music, building a stronger, more passionate team.
Music as an expression of values
Though the music was designed for use across their marketing and promotional content, the song's main goal was to express company values and work culture through modern lyrics and sound. As part of a brand overhaul, the music would carry a message to future ironworkers, architects, and engineers: Chuetsu Tekkou's vision is to build up their community and create work that stands the test of time. The genre and style were chosen to resonate with a younger audience, encouraging new talent who shared their values to join the company.
