Of Muda and Monsters

Transformation through engagement

Our clients’ people are at the heart of any business change. With Identec Solutions, we developed an agile branding and sales transformation programme, solving the most pressing problems first and building on those first successes. We started by defining the purpose and value propositions for the business and its verticals. Through close collaboration and dialogue, we then developed a bold idea and story which captured the challenges that they face. This allowed us to define the brand architecture and create an identity that built on what was already there.

MUDA, the productivity killer

Productivity challenges come in many shapes and forms, from time lost searching for people and components to not having important data when you need it. This leads to waste, the productivity killer – MUDA.

MUDA is the Japanese word meaning wastefulness. It was adopted as a concept in Lean business process re-engineering, where it represents the opposite of value-added work. MUDA is value-subtracted work. 

At scale, MUDA is a multi-billion dollar problem, draining vast amounts of value from businesses.

From a communications perspective, MUDA, and its creative and physical manifestation in the form of monsters, has enabled Identec Solutions to connect with their audiences on a much more emotional level. In an engineering world where facts and figures are dominant, it was a very unexpected approach.