The challenge presented by BSI; formally Bussan Systems Integration, was how can they present themselves as a leader in technology distribution in the greater Asian markets to an English speaking audience as well as help increase their presence above their competitors in North America and Europe?

My answer to that was to NOT do what any of their competitors were doing. Being a leader means taking chances where others won't and setting the pace by which others will follow. Now was the time for BSI to do for their on-line presence what they were doing with their business strategy, becoming a leader.

Going for a graphic approach that was bold in color and borrowed from the BSI logo helped to announce BSI as a leader in the technology market in Japan. Incorporating the use of visuals that helped to convey BSI's broad target market and understanding the use of color within the Japanese culture also helped to propel the re-designed site as new business gained through on-line referrals soared.

In reaction to the overwhelming positive response on the site re-design, BSI adopted the English design for their Japanese flagship Internet site and Recruitment site helping to solidify an international on-line branding presence. BSI also returned to commission an internal “Sale Lead Generator” application and Intranet design which helped to bring full circle an overall branding identity for all of BSI's on-line strategies.