In 2021, Idemitsu Kosan engaged Craft/Logic to assist with their approach in the Japanese Government’s “SmartCities Initiative“. The primary goal of the project is to determine courses of action that would elevate consumer convenience through digital offerings while greatly reducing the company’s carbon footprint. The challenges for this project included discovering solutions that would maintain and grow revenues while reducing reliance on Idemitsu’s primary revenue income stream, addressing consumer needs directly, and pivoting from brick-and-mortar B2C solutions to digital platforms in order to address the customers in a familiar way, while improving business outcomes long-term.