What can we achieve at Gramco? Interviews with young employees Planner x Designer

What brought you to this company?

-- Thank you for your time today. In this interview, we hope that by asking you about your impressions of Gramco’s work and employees, we can help potential customers as well as those who are interested in working for Gramco. Both of you joined the company this year as mid-career employees.

Shintani

Yes, I had previously worked for an apparel company for four years. Eventually, when I was looking to switch jobs, I found out about Gramco through an agent’s recommendation. Until then, I knew nothing about branding.

-- So this is a totally different occupation. Were there any deciding factors?

Shintani

When I was looking for a job as a new graduate, I thought it would be nice if I could contribute to the happiness of others. I had always had a vague idea of wanting to help more people feel a sense of pride in the world, but I had completely forgotten about that. When I learned about Gramco and visited the website, etc., I encountered this very phrase, "Identify You," which made me remember how I felt at that time, and I knew this was where I belonged.

-- You had a once-in-a-lifetime encounter. How about you, Ms. Tsumura?

Tsumura

I had the opportunity to study branding in a university class, which sparked my interest in the subject. However, when it was time to look for a job, I was unsure about the industry I was interested in. Later, an instructor happened to recommend Gramco to me while I was in vocational school and working in public relations for an interior design firm. When I visited Gramco’s website, I decided to apply for the job because I felt it would allow me to leverage my problem-solving skills—an aspect of design I find appealing—and because I empathized with the idea of "pushing Japanese and Asian brands to become global."

Previous work experience

-- Let me ask you both about your previous work experience. Would you like to go first, Ms. Shintani?

Shintani

I’ve always liked clothes very much. I also worked part-time at an apparel store for four years during university, as I was drawn to the opportunity to witness the smiling faces of customers first-hand. I was working in a store for all four years, but when a new store opened, I was appointed assistant manager during the opening of a new store, where I worked hard to train new staff and keep them motivated. I entered the company as a career track employee and happened to be assigned to retail, but some of my peers were placed in the press department at headquarters, and I think there were many different paths.

-- Thank you very much. How about you, Ms. Tsumura?

Tsumura

At the time, I wanted to be a designer, but I also wanted to take on a wide range of challenges, so I applied to several companies. I was invited to work as a publicist at an interior design firm where I was an intern, and was allowed to handle work using graphics software, which led me to join the firm.

-- What exactly did you do?

Tsumura

In addition to public relations activities such as creating mailings and company brochures, I was entrusted with the operation and management of a major e-commerce site where the company had a store. At that time, I realized that it would be challenging to maintain the store unless we clearly established our strengths and differentiated ourselves from other companies. This experience made me keenly aware of the importance of brand power, which is also applicable to my current job. Looking back, I realize I lacked certain skills at that time, as I had just joined the company and had no prior knowledge or experience.

Current responsibilities

-- How do you both feel about working at Gramco, reflecting on when you joined the company in February 2022, less than a year ago?

Tsumura

I am mainly involved in research and pre-delivery checks and also participate in meetings for various projects to learn about the project process. I am still at the stage where I hope to gradually take on more of the creative aspects of projects.

-- Is your impression different from the one you had when joining the company?

Tsumura

I had heard that work would be steady, so that is not different from what I had imagined. However, as I worked on projects, I was surprised by the sheer variety of data delivered for some projects.

-- How about you, Ms. Shintani?

Shintani

I joined the company without any prior knowledge of branding, so I honestly did not have an image or any idea of what it was all about, but I agree with Ms. Tsumura that it is a lot more steady work than I had expected. I have never experienced something like this before, and I am amazed at the process of meticulously checking the same thing over and over again. Specifically, I participate in naming and slogan proposals. Before this, the majority of my work consisted of person-to-person interaction, so there was always a strong sense of progress being made together, but Gramco’s work takes a great deal of time to take shape. I am in the process of advancing step by step, asking senior colleagues for guidance to ensure I am on the right track, because what I am doing now is still a long way from fruition.

Fun work, difficult work

-- While there may not be that many areas that you are currently entrusted with, what kind of work do you enjoy or find difficult in your job at Gramco?

Tsumura

In the work I am currently pursuing, I enjoy research the most. It is a great opportunity to learn about companies that I had previously not been aware of. Although I have no particular experience in this field, I am excited and anxious to see if I can deliver quality that is on par with the ideas of my senior colleagues when I propose a logo in the future.

-- In the research portion, specifically, what are the industries you research?

Tsumura

Recently, I conducted research on a major cosmetics manufacturer. At the time, I felt the quality of the corporate website did not match the brand’s recognition. However, further research revealed that the product sites were well maintained, giving us an opportunity to consider the positioning of the product brand within this business category.

Shintani

I was also assigned to the same project, but I felt that the brand’s impression varied depending on the media, despite it being the same brand. It varied so much that it made me wonder if it was intentional.

-- It is important to notice things from the perspective of consumers.

Shintani

Indeed it is. There are two things I enjoy. The first is the development of naming and slogans, as I mentioned earlier. It is fun to come up with ideas, even though I don’t know much about anything yet. I’ve also had the opportunity to attend top management interviews, which was a novel experience, as hearing from top executives of various companies is something I would not otherwise have the chance to do. I think these experiences will help me deepen my own knowledge.
What seems to be difficult is to create a summary of the research. I haven’t actually done it yet, but I am sure that it will be a challenge to figure out how to compile everything when I am actually in charge in the future, given that different people say different things during interviews depending on their positions.

Impressions of Gramco employees

-- What is your impression of the atmosphere at Gramco, given that you have only been with the company for less than a year and in a remote environment?

Shintani

At my previous job, I was the oldest, and we called each other by nicknames and communicated amicably, including the college students working part-time. So, when I joined Gramco, I felt it was a different environment, where people often kept their distance and worked individually. In meetings, I am impressed by the quick thinking of planners and designers, as well as their constructive opinions that keep the discussion moving forward.

Tsumura

I agree with you. In my previous job, there were fewer people and we were relatively close, but compared to that, everyone at Gramco seems reserved (laughs). However, communication is lively as we move forward with a project, and everyone is sincere about their work, inspiring me to work harder.

What do you hope to achieve through branding work

-- Although you both started out with no experience, can you tell us about the future you hope to achieve through branding?

Tsumura

As mentioned earlier, one of the reasons I decided to join Gramco was because I resonated with the message on the Gramco website, which was to "push Japanese and Asian brands to become global" There are many companies diligently doing good work in Japan, but even so, I believe that branding has the power to change the situation, which is currently lagging behind that of other developed countries. I believe our daily work will help promote the attractiveness of Japanese companies globally. So, for now, I hope to engage sincerely with my current clients.

Shintani

My idea is quite vague, but I originally wanted to contribute to something that made people smile, or to help people lead lives in which they can be proud of themselves. In response to this, Gramco’s statement that a brand is a source of pride really resonated with me, or perhaps, it was a reminder that this is what I wanted to do.
In the future, I hope to develop the ability to efficiently lead a project on my own. I am confident I will identify areas in which I excel and hope to leverage them in helping my clients, ultimately fulfilling my ambition to contribute to society.

What would you like to say to prospective employees?

-- We discovered that each of you has untapped passions. Finally, would you like to say something to prospective employees of Gramco?

Tsumura

At first, I was concerned because I had been working almost entirely remotely since I joined the company due to the pandemic. However, I now realize that the company has created an environment where I can easily ask questions and seek advice. Everyone is very kind and I think it is a secure place to work.

Shintani

Yes, I would definitely reassure anyone who’s worried about not knowing what kind of people work here—it will be fine. Everyone is extremely polite and kind, and although they may seem distant at first glance, they are all passionate inside.

-- Thank you very much. I thought it was wonderful that you both have a desire to contribute to society in your own ways, and that branding overlaps with this desire. Gramco is a company that offers a variety of opportunities to young people, so I am confident that in the near future, you will play a major role in our projects. Thank you very much for your time today.