What New Peace does

New Peace (NEWPEACE Inc., 株式会社ニューピース) is a Tokyo-headquartered, for-profit branding firm founded in June 2014 that operates on a hybrid professional-services and SaaS model. Its core service is Brand Direction, a vision-led brand strategy practice built on its proprietary VISIONING® methodology, which helps clients articulate corporate purpose, reposition brands, and align brand strategy with growth markets. NEWPEACE has delivered a decade of documented work spanning early-stage Japanese startups (BASE, CAMPFIRE, ANRI, TimeTree, ONE CAREER, Akerun, KURAND), listed and established corporates (PKSHA, ZENB, SAKE HUNDRED, VICTAS, STORES, MAE, MUSCAT, NIKE Japan, Tinder Japan), and Japanese prefectural and municipal governments (Toyama Prefecture, Saga City, Shinagawa City, Fukuoka City, Tsuruga City, Ibaraki Prefecture).

In January 2022 the firm launched comcom Analytics (closed beta followed by an open beta in September 2022), a freemium SaaS dashboard that integrates with Discord servers and Slack workspaces to track member growth, message activity, reactions, voice-channel participation, and channel-level engagement. The product reached approximately 1,200 communities and logged activity from roughly 1 million users within about 18 months of open beta. The firm simultaneously reorganized into three operating units—Brand Direction, Community Management, and Product Development (comcom)—formalizing community management as a horizontal competency alongside traditional brand consulting.

The business operates a sales-led motion for consulting engagements (relationship-driven, project-based, multi-year contracts) and a product-led growth motion for comcom Analytics (freemium, self-serve, organic sign-ups). The company is privately held, founder-controlled by CEO Takagi Shimpei, with no disclosed external equity funding and an estimated 10–15 person team operating exclusively within Japan.

Name

New Peace

Legal name

株式会社ニューピース

Website

https://newpeace.jp

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

New Peace (NEWPEACE Inc.) is a Tokyo-based branding firm combining proprietary VISIONING® brand strategy consulting with comcom Analytics, a freemium community analytics SaaS for Discord and Slack, serving Japanese startups, listed companies, and government clients.

Ownership category

akta.pro rank

Product category

Brand Strategy Consulting

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Marketing Consulting Services (541613), Public Relations Agencies (54182)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Management Consulting Services (8742)

akta.pro primary industry

Creative Concepting & Campaign Development (BPAFAEAD)

akta.pro secondary industries

Creative & Brand Campaign Development (BPAFAAAB), Cause/Sustainability & Purpose-Driven Creative Agencies (MPAAAAAL), Change Management & Transformation Consulting (BPAHAGAC)

Keywords

• Brand strategy consulting
• Community analytics platform
• Vision development services
• Community management services
• Regional city branding

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Brand Strategy & Branding Consulting Services: Project-based professional services for brand strategy, vision development, and brand implementation. Engagements with startups, large corporations, and government/local government entities for rebranding and brand building projects.
2. comcom Analytics SaaS: Community analytics SaaS product for Discord and Slack. Free tier available with premium features. Revenue from community management software licensing and analytics services.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

NEWPEACE is a branding partner that helps companies, startups, and government entities define their vision and brand strategy using its proprietary VISIONING® methodology, then implements brand activations, communications, and community-building. It also operates comcom Analytics, a SaaS platform that visualizes Discord and Slack community activity for community managers, plus Community Management services that run brand-aligned communities for clients.

Product overview

NEWPEACE operates as a branding partner offering three interconnected service pillars: (1) Brand Direction using the proprietary VISIONING® methodology for brand strategy development, (2) Community Management services for community formation and operation, and (3) comcom Analytics, a proprietary community analytics SaaS product that integrates with Discord and Slack platforms to provide data visualization and insights for community managers. The company primarily serves startups, large corporations, and government entities seeking brand transformation.

Differentiator

Problem solved

Functional benefit

Brands

• comcom: Community management analytics software that visualizes Discord and Slack community activity, including member growth, engagement metrics, and channel analytics.

Products and services

• Brand Direction / VISIONING®
• Community Management Services
• comcom Analytics

Quantifiable outcome

• Toyama Prefecture sushi annual spending reached #1 in Japan in 2024 (under Toyama Prefecture Creative Director initiative)
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• SHONAI Inc.coreStrategic or Co-development Partner · 30 June 2025CEO Takagi Shimpei appointed as board director of SHONAI Inc. NEWPEACE serves as brand strategy partner for SHONAI's 'SHONAI Economic Zone' initiative targeting creation of 1,000 companies with 10 billion yen scale by 2040. Partnership involves leveraging brand strategy, vision design, and regional branding expertise.
• GoodpatchcoreStrategic or Co-development Partner · 1 April 2023NEWPEACE engaged Goodpatch (CEO-led UI/UX design firm) as partner for its own corporate rebranding in April 2023 when the company pivoted to community management as a core business. Goodpatch provided website redesign and brand identity support, working closely with CEO Takagi through deep interview and discovery process to clarify NEWPEACE's positioning.
• SEGAminorStrategic or Co-development PartnerSEGA has used comcom Analytics services for their community management operations, receiving operational guidance and improvement recommendations based on analytics data and graphs for their communities.
• QuEra Computing / 北川拓也 (former Rakuten CDO)minorGTM or Marketing PartnerParticipated as guest speaker in NEWPEACE-hosted community management event discussing AI × community future. 北川拓也 (President of QuEra Computing, former Rakuten CDO) contributed thought leadership at NEWPEACE events as a recognized technology and community executive.
• 成田修造 (Entrepreneur / former CrowdWorks COO)minorGTM or Marketing PartnerParticipated as guest speaker in NEWPEACE-hosted community management event on AI × community. Provided perspective on community building and business growth at company-organized event.
• ネクイノ (Nekuino) / スマルナ (Smaluna)minorStrategic or Co-development PartnerNEWPEACE co-produced the #しかたなくない (Shikatanakunai) social awareness project with Nekuino (online pill prescription service Smaluna), developing campaign creative for sexual health awareness in Shibuya. Project included outdoor advertising, free magazine publication, and dialogue initiatives around gender and body health topics.
• 渋谷区未来デザイン (Shibuya Future Design)minorStrategic or Co-development PartnerCo-producing the #しかたなくない project alongside Nekuino and Shibuya Future Design (city design organization), bringing public sector perspective and urban platform to the sexual health awareness campaign.
• コネル (Konel)minorStrategic or Co-development PartnerKonel served as the client-side bridge for the #しかたなくない project, connecting Nekuino with NEWPEACE for the sexual health awareness campaign creative production.
• 引地耕太 / VISIONs Inc. (Osaka-Kansai Expo Creative Director)minorGTM or Marketing PartnerFeatured as keynote speaker at NEWPEACE's 'Regional Branding Strategy Conference' event series.引地耕太 served as Creative Director for the Osaka-Kansai Expo 2025 design system, sharing insights on public-creative collaboration at company-organized events.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Common Room: Venture-backed community intelligence SaaS platform that helps community operators identify members, track engagement, and drive activation across Slack, Discord, and other channels. Direct product peer to comcom Analytics in the same Discord/Slack community analytics category.
• PARTY: Tokyo creative agency working across branding, communication design, and digital experience for Japanese and global brands. Comparable as a similarly sized Japan-rooted creative boutique with overlapping listed-company and institutional clients.
• Goodpatch: Tokyo-based design and digital transformation firm offering UI/UX, design consulting, and brand-related services. Direct peer as a Japanese creative boutique serving enterprise and startup clients; NEWPEACE itself engaged Goodpatch as its own rebranding partner in April 2023, evidencing direct category overlap.
• Takram: Tokyo-based design innovation firm specializing in brand strategy, design engineering, and futures consulting. Comparable as a Japanese creative boutique with overlapping clients in enterprise and public sector and a similar premium, methodology-driven positioning.
• Orbit (Orbit, Inc.): Japanese branding and corporate communication firm working with listed companies on vision, identity, and IR. Comparable as a domestic brand strategy peer with overlapping large-enterprise and corporate rebranding engagement types.
• Whatever Inc. Japanese creative strategy and brand consultancy known for large-scale corporate and government campaigns. Comparable as a Japan-focused brand and creative strategy boutique working with listed corporates and high-visibility public-facing initiatives.

Broad incumbents

• Hakuhodo: Japan's second-largest advertising agency and one of the world's largest creative networks. Founder Takagi Shimpei was previously at Hakuhodo before founding NEWPEACE; the agency competes for many of the same enterprise brand strategy and corporate vision mandates at much greater scale.
• TBWA\Hakuhodo: Creative joint venture combining TBWA's global disruption methodology with Hakuhodo's Japan depth. Comparable in the brand strategy and creative campaign space with established Japan enterprise and government relationships.
• Dentsu: Japan's largest advertising group and a global creative and media network. Competes for integrated brand strategy, corporate vision, and regional government communication mandates at enterprise scale.

Emerging players

• Bevy: Community-led growth platform for enterprise community management and events. Adjacent competitor to comcom Analytics with deeper enterprise tooling but less Discord-native community health analytics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/Shimpe1
• YouTubeyoutube.com/@shimpei_takagi
• Facebookfacebook.com/takagi.shimpei
• LinkedInlinkedin.com/company/newpeace-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Peace