Sekisui Resin Rebrands Artificial Turf "DREAM TURF" with Total Support from GK Kyoto for Product System Reorganization and Communication Design.

Key facts

  • Sekisui Resin Rebrands Artificial Turf "DREAM TURF" with Total Support from GK Kyoto for Product System Reorganization and Communication Design.
  • Sekisui Resin Co., Ltd. has rebranded its artificial turf brand "DREAM TURF" with the support of GK Kyoto Inc. This project comprehensively supported product system reorganization and brand communication design, aiming to enhance brand value and foster internal consensus. It included developing a new brand logo and statement, rebuilding product strategy, and redesigning information structure, with a phased rollout starting in Spring 2026.
  • Source: PR Times
  • Date: June 9, 2026

Direct answer

Sekisui Resin Co., Ltd. has rebranded its artificial turf brand "DREAM TURF" with the support of GK Kyoto Inc. This project comprehensively supported product system reorganization and brand communication design, aiming to enhance brand value and foster internal consensus. It included developing a new brand logo and statement, rebuilding product strategy, and redesigning information structure, with a phased rollout starting in Spring 2026.

Citation
Sekisui Resin Rebrands Artificial Turf "DREAM TURF" with Total Support from GK Kyoto for Product System Reorganization and Communication Design. (June 9, 2026), PR Times
Source
PR Times
Date
June 9, 2026
Sekisui Resin Co., Ltd. has rebranded its artificial turf brand "DREAM TURF" with the support of GK Kyoto Inc. This project comprehensively supported product system reorganization and brand communication design, aiming to enhance brand value and foster internal consensus. It included developing a new brand logo and statement, rebuilding product strategy, and redesigning information structure, with a phased rollout starting in Spring 2026.
その他出典：PR Times

📋 Article Processing Timeline

  • 📰 Published: June 9, 2026 at 11:00
  • 🔍 Collected: June 9, 2026 at 11:28 (28 min after Published)
  • 🤖 AI Analyzed: June 12, 2026 at 16:51 (77h 22m after Collected)
GK Kyoto Inc. (Kyoto City, Kyoto Prefecture, President and CEO Fuuji Asada) was in charge of rebranding the artificial turf brand "DREAM TURF" developed by Sekisui Resin Co., Ltd.'s Sports Facilities Business Division. This project comprehensively supported the reorganization of the product system and the design of brand communication for multiple artificial turf product lines handled by the division, in addition to the flagship long-pile artificial turf series. "DREAM TURF," which had been developed for many years, was originally the name of the long-pile artificial turf series, but it is now widely recognized as the flagship product group representing Sekisui Resin's artificial turf. In line with this reality, this project redefined "DREAM TURF" from a series name for long-pile artificial turf to a brand that spans the entire product group. Concurrently, the brand's value and functionality were re-examined, and a new brand logo and statement expressing the "attitude of pursuing the ideal playing environment" were developed. Furthermore, this project went beyond a mere renewal of brand expression to rebuild the product strategy itself. The features of each product and sales channels were organized, and cross-departmental workshops involving development, sales, and marketing were conducted. While redefining targets and reorganizing product groups, the brand redefinition was promoted by verbalizing and sharing the differing perceptions and value standards of each department, thereby fostering consensus among internal stakeholders. In addition, communication challenges with customers in the development and sales fields were analyzed in detail, and the information structure and brand hierarchy across multiple products were redesigned. This has built a brand foundation with consistency and scalability for the entire business, achieving a common understanding for continuous operation. Additionally, design and editorial planning were handled for the content pages of new individual product catalogs and comprehensive catalogs. The new brand and communication initiatives will be rolled out sequentially from Spring 2026. This initiative is part of the company-wide rebranding project promoted by Sekisui Resin Co., Ltd. on the occasion of its 70th anniversary (July 2024). GK Kyoto was responsible for the renewal of the visual identity (VI) embodying the group slogan "Safety and Comfort in the Scenery of Society," as well as the design development and management of the corporate logo.

FAQ

What is the purpose of Sekisui Resin's artificial turf brand "DREAM TURF" rebranding?

The purpose is to redefine it as a brand spanning the entire product group by reorganizing brand value and functionality, expressing the "attitude of pursuing the ideal playing environment," thereby enhancing market competitiveness.

What kind of support did GK Kyoto provide in the rebranding?

GK Kyoto provided comprehensive support, including product system organization, brand communication design, development of new brand logos and statements, rebuilding product strategy, conducting cross-departmental workshops, and redesigning information structure and brand hierarchy.

What changes occurred in internal perceptions and value standards due to the rebranding?

Through cross-departmental workshops, differing perceptions and value standards from each department were verbalized and shared, fostering consensus among internal stakeholders. This built a brand foundation with consistency and scalability for the entire business.

Please explain the redefinition of the "DREAM TURF" brand.

Previously the name of the long-pile artificial turf series, it has now been redefined as a brand that spans Sekisui Resin's entire artificial turf product group through this rebranding.

When will this rebranding be rolled out?

The new brand and communication initiatives are scheduled to be rolled out sequentially starting from Spring 2026.

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