Mitsui is a big company.
It’s probably the biggest company in the world people haven’t heard of. Outside the specialist worlds of global investment, facilitation, trading and services that is.
So, it recognised the need for a simple publication to explain to job applicants, new employees, and both existing and new clients exactly what it does.
Ideology’s solution was to find a visual metaphor for the scale of it’s global network by featuring images that were microscopic and at the same time reminiscent of the infinitesimally huge:
a silicon chip that looks like a city viewed from outer space;
veins of a leaf that resemble a motorway from an aeroplane.
The imagery also subtlety hinted at this multinational’s Japanese origins.