I&CO crafted LIXIL's brand promise: “To elevate space and time, to create better homes.” This promise draws on the origin of the company name, a fusion of LIVING and LIFE, and on “Lifescape,” a term I&CO helped coin to describe the everyday life that LIXIL's products already support for more than one billion customers.

To do this, I&CO defined “space” as the 360° span of a home, how its rooms work in harmony, and “time” as the 365 days of a household's life, the seasons, routines, and stages that shape it. Behind this promise is LIXIL's ability to unite specialist brands across every category, the strength that empowers LIXIL to elevate both space and time, and support a customer's entire home.

Building on this definition, I&CO set the core direction for product strategy, customer experience, and communication. From brand books and guidelines to an internal program concepted and executed to embed the brand across the business, I&CO's partnership with LIXIL continues today.