Archicept City Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, Representative Director: Junji Muroi), which provides brand and design strategy support, is pleased to announce that it has been in charge of the creative direction for the new brand strategy, new CI, and brand website construction for G LION GROUP (Location: Kobe City, Hyogo Prefecture, Representative: Hidetake Kikuchi), in commemoration of its 40th anniversary. Junji Muroi serves as Group Creative Director for G LION GROUP. Since its founding in 1986, G LION GROUP has been a corporate group that has developed a wide range of automotive-related businesses both domestically and internationally, with a focus on authorized dealerships for imported and domestic cars, including BMW. In recent years, the group has expanded its business beyond automotive-related fields into diverse areas such as food and beverage, lodging, bridal, lifestyle, culture, and travel. The new brand strategy redefines all businesses as "customer experiences," building upon the "service quality that delivers joy and inspiration to customers" cultivated by the group to date, and redefines G LION GROUP as a "company that designs rich experiences." This philosophy is encapsulated in the new brand promise, "Life in Resonance." ◾️ Six Experience Domains "Our Experience" The new brand strategy reorganizes and defines the G LION GROUP's consumer-facing brands and businesses into six experience domains from the perspective of "rich experiences delivered to customers." Our Experience 1. MOBILITY BRAND & SERVICE (Mobility brand and service businesses, etc.) 2. HOTEL & RESTAURANT (Lodging and food/beverage businesses, etc.) 3. BRIDAL & JEWELRY (Bridal-related businesses and jewelry, etc.) 4. ART & CULTURE (Traditional crafts and cultural businesses, etc.) 5. LIFESTYLE (Manufacturing and sales of food products, alcoholic beverages, daily necessities, etc.) 6. JOURNEY EXPERIENCE (Mobility experience businesses using yachts, marinas, and hire cars, etc