Dotline is a social venture that provides 21 welfare and healthcare services in response to Japan’s aging society. Facing the challenges of low awareness and talent shortages among younger generations, the company launched a full-scale rebranding initiative to reshape the perception of the care industry.

The core concept, “Social Heroes,” celebrates the everyday contributions of care workers by reframing them as modern-day heroes. This narrative is embedded across all touchpoints to foster pride, aspiration, and purpose among employees and job seekers.

A hero-shaped logo serves as the visual anchor of the identity, applied consistently across all sub-brands with a shared typeface and color system. Public-facing activations included a city monorail wrapped in bold, moving visuals—a symbol of mobility and momentum.

The smartphone-first website was designed as a modular and scalable platform that fuses identity and storytelling with a flexible information structure. Motion graphics and UI elements reinforce the brand’s energy and clarity. The “Social Heroes 100” section highlights real employees and their stories, personalizing the message and deepening engagement.

The brand identity extended across all media—from brand books and environmental signage to digital content and national TV commercials.

Since its launch, the rebrand has had measurable impact:

• Mid-career hires increased by 160%
• New graduate hires rose by 340%
• Office locations expanded by 140%
• Website traffic grew by 164%

Dotline’s transformation demonstrates how strategic design and storytelling can shift the image of an entire industry—bringing dignity and relevance to the world of care.