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Fragments of Gestalting

At Rinnai Aoyama, Rinnai’s first flagship space for consumers, we shaped the entire brand experience—from the development of the brand concept to identity, spatial design, signage, café, culture book, catalogues, CGI, and communications. Built around the concept of “Echoes of Warmth,” the project reinterprets Rinnai’s long-standing philosophy of shitsujitsu - gōken, an ethos of integrity, simplicity, and uncompromising craftsmanship — as an experience that leads to a richer and more considered way of living. By bringing architecture, interiors, graphics, and content together under a single philosophy, we created Rinnai Aoyama as more than a flagship space: a place where people gather, engage in dialogue, and cultivate new relationships with the brand.

For the development of Rinnai Aoyama, we were responsible for the naming of the space, its logo and Japanese logotype, as well as the signage system throughout the facility. While building upon Rinnai’s broader brand identity and design principles, we reinterpreted its expression to reflect the character of Aoyama and the architecture itself. Treating the entire facility as a brand experience, we designed language, typography, signage, materials, and their relationship with the architecture as an integrated whole. The result is a visual language that allows Rinnai’s philosophy to unfold naturally through space.

For the Rinnai Aoyama showroom and custom kitchen brand, we directed the production of photorealistic CGI to envision the space before its completion and establish a shared understanding of its world. Particular attention was given to the relationship between architecture, interiors, and products, shaping them as a coherent whole. Through the careful rendering of materials such as stainless steel, wood, and stone, the imagery translates Rinnai’s long-standing philosophy of shitsujitsu-gōken—integrity, simplicity, and uncompromising craftsmanship—into a visual experience. Beyond functionality, the CGI portrays a refined and considered way of living envisioned by the brand.

For the Rinnai Aoyama website, we led the information architecture, prototyping, and art direction, bringing together a wide range of content—from the space and products to events and editorial stories—into a single, coherent brand experience. To translate the philosophy of Rinnai Aoyama and its broader brand world into the digital space, we carefully structured the content and user journeys while building upon Rinnai’s established brand identity. In collaboration with ium on design and front-end development, we created a refined digital experience appropriate to Aoyama—balancing the brand’s philosophy with clarity and functionality.

Opened in August 2020 in Shimizu, Sunto District, Shizuoka, Kuwana Ophthalmology + Neurosurgery Clinic is dedicated to community-based care. Guided by the concept of “leading,” we developed a brand that expresses this commitment. Through a brand sprint, we articulated the clinic’s philosophy and translated it into a cohesive visual identity, a website, and signage that supports communication throughout the clinic, all in dialogue with the architecture. Our aim was a refined presence that moves beyond conventional expectations of a medical facility.

For Rinnai Aoyama Cafe, we developed and designed the full range of brand elements, including menus, cups, sleeves, shopping bags, cards, invitations, and wrapping paper. Beginning with the facility’s central concept, “Heat and Transition,” we photographed fire—a fundamental symbol of Rinnai—using long exposure, transforming its traces of light into a distinctive graphic language for the brand. The visual expression was developed in dialogue with the tones and textures of Dekton used throughout the first-floor space, bringing architecture, interiors, and communication together as a coherent brand experience. Each object encountered in everyday use was considered a medium for expressing the brand’s philosophy, creating a system of elements that quietly supports and extends the world of Rinnai Aoyama.

or the Rinnai Aoyama brand book, we led the concept development, editorial direction, art direction, and design. Through an editorial approach, we brought together the philosophy of the space, the brand’s thinking, architecture, products, and cultural initiatives into a coherent narrative—creating a book through which the world of Rinnai Aoyama can be experienced as a whole. From content planning and editing to editorial structure, typography, photography, and visual expression, every element was directed as part of a unified experience. Building upon Rinnai’s enduring philosophy of shitsujitsu-gōken—integrity, simplicity, and uncompromising craftsmanship—we created a brand book defined by a quiet sense of refinement and dignity, reflecting both the character of Rinnai and the cultural context of Aoyama.

For the launch of IWAI OMOTESANDO, the first wedding venue operated by CRAZY, we led the brand’s creative direction across a wide range of areas, including brand strategy, concept development, copywriting, identity, graphics, photography, and the website. The project began with a fundamental question: “Do the conventions of weddings truly consider the guests?” Guests are often expected to remain seated for long periods, have limited opportunities to speak freely with the couple, and follow a series of formal speeches and predetermined rituals. We reconsidered each of these conventions to explore what a celebration could become if it were designed around the people who truly matter to the couple. Rather than designing within the established conventions of the wedding industry, we returned to the essential meaning of celebration itself. From the way people spend time together to language, graphics, photography, and digital experiences, every touchpoint was connected through a shared philosophy. The result was a new kind of wedding brand and experience—a place created to celebrate relationships and reconsider what it truly means to gather for one another.

For the brand development of Rinnai’s proprietary Air Bubble Technology, we led the project from brand concept development through to the art direction and production of motion CGI and brand films. Built around the concept of “Amazing Technology for Amazing Experiences,” the communication focuses not on the technology itself, but on the experiences and value it makes possible. Through CGI and film, we translated an otherwise invisible technology into a tangible visual language, revealing its function and potential in an intuitive and compelling way. The project aimed to elevate the perceived value of Air Bubble Technology as a technology brand that brings together innovation, reliability, and meaningful human experience.

We provided product design supervision for the new model of Rinnai’s gas clothes dryer, Kanta-kun. Following our work on the remote control system and the Leggiero waterless cooking pot, the project offered another opportunity to reconsider what shitsujitsu-gōken—Rinnai’s enduring philosophy of integrity, simplicity, and uncompromising craftsmanship—means in contemporary product design, while reinforcing a consistent design direction across the brand.Working closely with Rinnai’s in-house design team, we reviewed and directed design proposals and material selections through the lens of the brand’s philosophy and aesthetic principles. As the idea of shitsujitsu-gōken had already become deeply shared within the team through our previous collaborations, the project required no major shifts in direction. The result is a product that naturally embodies Rinnai’s design philosophy with clarity, restraint, and consistency.

For Rinnai Aoyama, we designed the spatial signage system and directed its installation. To extend Rinnai’s long-standing philosophy of shitsujitsu-gōken—integrity, simplicity, and uncompromising craftsmanship—throughout the space, we considered not only visibility and functionality, but also the relationship between signage, architecture, and materiality.Stainless steel was chosen as the primary material, with restrained forms and carefully resolved details creating a refined presence appropriate to the character of Aoyama. Beyond the design itself, we examined every aspect of fabrication and installation, from positioning and construction methods to the precise integration of each element with the architecture.The result is a signage system that does more than communicate information: it becomes an integral part of the architecture itself, quietly expressing the philosophy and character of Rinnai through space.

For the launch of Rinnai Aoyama, we planned, edited, wrote, art-directed, and designed a Culture Book to articulate and share the philosophy and values behind the space. Through an editorial approach, we organized the facility’s concept, Rinnai’s broader brand philosophy, its approach to visitors, and its vision for collaboration into a single publication that communicates the values and principles guiding Rinnai Aoyama. Rather than creating a conventional facility guide, the book reinterprets ideas central to Rinnai—including “Heat and Transition,” “Shitsujitsu Goken,” and “Ju-Go Ittai”—through both language and visual expression, exploring how these philosophies can be embodied within Rinnai Aoyama. It was designed as a tool for employees and partners to understand the thinking behind the space and put it into practice through everyday activities and interactions with visitors. From editorial structure and copywriting to photography, typography, and book design, every element was directed as part of a coherent whole. The Culture Book serves as a brand medium that uses editorial design to make the philosophy and culture embedded in Rinnai Aoyama visible, tangible, and shareable.

For the renewal of Rinnai Headquarters in Nagoya, initiated on the occasion of the company’s 100th anniversary, we produced the spatial development of the first-floor entrance and lobby, second-floor domestic and international product showrooms, and meeting spaces. Rather than simply renovating aging interiors, the project was conceived as an opportunity to carry forward a century of Rinnai’s craftsmanship while redefining, through space, the quality the company should pursue for its next 100 years. Beginning in 2021, the project evolved through extensive dialogue with management and teams across the organization. Rinnai’s history, technologies, products, and enduring approach to manufacturing were brought together through the aesthetic sensibility of shitsujitsu-gōken, integrating interiors, materials, furniture, lighting, signage, and product presentation into a coherent experience. The showrooms present Rinnai’s products from Japan and around the world, reflecting a business that today extends across more than 80 countries, while also revealing the history and values inherited since its founding. The entrance, showrooms, and meeting spaces were reimagined not simply as functional environments, but as places where employees, customers, and partners can encounter Rinnai’s past, present, and future—and experience the standard of quality the brand seeks to carry into its next century.

Working in close collaboration with Rinnai’s in-house design team, I led the product design of the Rinnai Remote Controller BHY-15 / BHY-16, overseeing not only the industrial design but also the interface design, operation sounds, and voice guidance to shape the entire user experience.As an interface that people interact with many times each day, the product was meticulously designed to achieve exceptional legibility, intuitive usability, and refined tactile and auditory feedback, while maintaining a calm, architectural presence that naturally integrates into contemporary living spaces.Rather than focusing solely on functionality, we designed a seamless experience that extends from the moment of interaction through every stage of use. The result is a product that embodies Rinnai’s philosophy of functional integrity and enduring craftsmanship (“Shitsujitsu Goken”) in everyday life.

For the development of Rinnai’s MBC-332VC series of heating and bath water heater remote controls, we worked closely with Rinnai’s in-house design team to direct the entire user experience—from product and interface design to operation sounds and voice guidance.We pursued a minimal presence that integrates naturally into living spaces, together with an intuitive and comfortable interaction experience. Guided by Rinnai’s philosophy of shitsujitsu-gōken—integrity, simplicity, and uncompromising craftsmanship—we applied a consistent design approach across every detail of the product, UI, and sound. Features such as capacitive touch controls and multilingual support bring functionality and refinement together, establishing a new standard for water heater remote controls.The MBC-332VC series received the 2022 Good Design Award and Good Design Best 100, as well as the 2023 Red Dot Design Award.

For the development of the brand book for SAIBI, an office furniture brand by KOKUYO, we were responsible for the editorial design and art direction. In parallel with the process of redefining the brand’s ideal vision, we translated its philosophy and worldview into a single publication. Rather than simply organizing and communicating information, the book explores the value of time and place within the working environment, as well as the relationship between people and space. Through this editorial approach, we created a distinctive brand experience that embodies the world of SAIBI.

For SAIBI, an office furniture brand by KOKUYO, we led the photography and art direction. Rather than focusing on the furniture itself, we sought to capture the moments, behaviors, and experiences that emerge around it. Observing how people and space quietly shape one another, we portrayed scenes of an ideal workplace where focused thinking, meaningful dialogue, and creativity can naturally unfold.

For Rinnai’s Ultra Fine Bubble water heater, we led the project from brand concept development through to the planning and creative direction of the commercial and promotional film. Beginning with the Japanese cultural ideal of “Pure and Beautiful,” we reinterpreted the value that technology can bring to everyday life. Rather than simply communicating product functions, we sought to portray Japanese aesthetics and a way of living shaped by cleanliness, beauty, and care. Through CGI, we visualized Ultra Fine Bubbles circulating with hot water throughout the home, transforming an invisible technology into an intuitive experience. The result is a brand communication that presents Rinnai’s technology not merely as a functional innovation, but as a means of bringing cleanliness and beauty into everyday life.

For the visual photography of Rinnai’s Ultra Fine Bubble water heater, we sought to express not simply the product’s benefits, but the Japanese philosophy of living embodied in “Pure and Beautiful.” Set at Washin in the Kiyoharu Art Colony, the photography explores the quiet relationships between water, light, skin, architecture, and nature. Through stillness and restraint, we portrayed a refined way of living shaped by cleanliness and beauty—values deeply rooted in Japanese culture and reinterpreted through Rinnai’s technology.

For the launch of Earthboat, we led the brand development from strategy and identity to architectural concept, architecture and interior direction, website, and graphic design. We developed the brand statement “Access to the Earth,” establishing the idea of creating opportunities for people to immerse themselves in nature as the foundation of the brand. Through the exploration of more than 100 architectural prototypes, we approached architecture not simply as a place to stay, but as a product designed to create a closer relationship with nature. Architecture, space, and communication were shaped as an integrated whole under a single philosophy. Rather than creating another accommodation brand, Earthboat was conceived as a way to redefine the relationship between people and the natural world—an experience designed to bring people closer to the Earth.

For Earthboat, we developed the brand identity around the central philosophy of “Access to the Earth,” defining a new relationship between people and nature through the brand. Beyond the logo and visual identity, we created a coherent design system spanning architecture, signage, website, amenities, apparel, merchandise, and printed materials. Every touchpoint was conceived as part of a single world, allowing Earthboat’s philosophy to be experienced consistently across both physical and digital expressions.

For Earthboat, we led the spatial concept development and CGI visualization. Drawing on extensive research into Jean Prouvé’s prefabricated architecture, Earthships, hippie culture, and outdoor culture, we explored different approaches to architecture in harmony with nature and new relationships between people and the natural world. These ideas were reinterpreted for a contemporary hospitality experience, translating Earthboat’s central concept, “Access to the Earth,” into space. Architecture, landscape, light, materials, and the natural environment were considered as an integrated whole. Rather than treating CGI simply as a representation of the finished architecture, we directed it as a communication medium—one that could convey the philosophy of the brand and the experience of staying at Earthboat before the space itself existed.

For the development of Earthboat Sauna, we led the spatial concept exploration, CGI production, and art direction. Drawing inspiration from traditional Finnish log saunas, we explored the sensory qualities of the space—from the soft, enveloping heat created by 90mm-thick Japanese cedar CLT to natural ventilation and the quiet light entering through narrow slits. The sauna was conceived to sit gently within nature, gradually becoming part of the landscape and adapting to the character of each place over time. Earthboat Rather than treating CGI simply as a visualization of the finished design, we used it to express the experience of a space that did not yet exist—its materiality, light, sense of heat, and relationship with the surrounding environment. Through the elemental experience of sauna, the imagery translates Earthboat’s philosophy of “Access to the Earth” into a spatial experience.

For the Earthboat website, we led the overall concept development, information architecture, and art direction. Beginning with the brand philosophy of “Access to the Earth,” we conceived the website not simply as a platform for discovering and booking stays, but as a digital experience of Earthboat’s relationship with nature. Architecture, locations, sauna, landscapes, and the moments spent within them were brought together as a single world, expressed through photography, film, typography, language, and interaction. Balancing the expressive role of a brand medium with the functional experience of discovering, understanding, and booking Earthboat, the website was designed as an evolving platform—one that can continue to grow alongside the brand, its locations, and its activities.

For the product CGI of Rinnai Leggiero, we led the art direction and CGI design. Guided by the aesthetic principle of shitsujitsu-jūken, we sought not simply to reproduce the product’s form and function with precision, but to visualize Leggiero’s quiet refinement, materiality, and carefully considered design. Through the subtle treatment of matte surfaces, metal, light, shadow, and fine details, we revealed qualities of the product that are difficult to capture through photography alone. Rather than using CGI merely to explain function, we developed it as a brand visual that expresses the philosophy behind Leggiero: “easy to use and beautiful.”

For the product design of Rinnai Leggiero, we collaborated with product designer Kazuo Kobayashi of ELEVENCE Co., Ltd., developing the product from its initial concept through form, materials, and fine details. We reinterpreted Rinnai’s long-standing aesthetic sensibility of shitsujitsu-gōken for contemporary food and living as shitsujitsu-jūken—bringing together enduring quality and integrity with gentleness and consideration for the user. While maximizing the functional qualities of waterless cooking, we pursued a quiet and refined presence that integrates naturally into both the kitchen and the dining table. Form, proportion, materials, color, surface finishes, handles, and other details were carefully considered to bring everyday functionality and enduring beauty together as a coherent whole. Rather than simply designing a beautiful pot, the aim was to give physical form to Leggiero’s philosophy: “Delicious meals, effortlessly, every day.”

For the Rinnai Leggiero recipe book, we led the entire creative process—from concept development and editorial planning to the selection of culinary collaborators, recipe development, art direction, editorial design, photography, and print direction. Rather than simply presenting recipes or explaining how to use the product, we began with a broader question: What does an ideal food culture mean to Rinnai? From this perspective, we considered not only the dishes made with Leggiero, but also the table, the ingredients, and the moments that surround them. We also reinterpreted “shitsujitsu-gōken,” an aesthetic sensibility that Rinnai has cultivated over generations, for contemporary life. From this emerged shitsujitsu-jūken—an idea that combines enduring quality and integrity in craftsmanship with gentleness and consideration for everyday living. This became the editorial foundation of the book. Working with culinary expert Naoko Tanijiri, we developed recipes that celebrate the natural qualities of ingredients while expressing the distinctive character of Leggiero. Food, tableware, styling, photography, typography, paper, and printing were all shaped through a single editorial vision. More than a recipe collection, the book was conceived as a brand medium—an expression of Rinnai’s perspective on a richer relationship between food and everyday life.

For the Rinnai Leggiero website, we led the entire digital development—from concept development and information architecture to art direction, web design, and front-end development. Beginning with the product concept, “Delicious meals, effortlessly, every day,” and shitsujitsu-jūken—a contemporary reinterpretation of Rinnai’s long-standing aesthetic sensibility of shitsujitsu-gōken—we conceived the website not simply as a product introduction, but as an expression of a new way of experiencing food and everyday life. Leggiero was conceived to be as minimal a presence as possible, yet as useful a tool as possible. Its quiet beauty, everyday practicality, the food it creates, and the moments shared with those we care about were brought together as a single world. Product, function, recipes, photography, language, and interaction were carefully integrated across every layer of the experience—from information architecture and visual design to motion and front-end implementation. Beyond communicating features and specifications, the website embodies Leggiero’s idea of being “easy to use and beautiful” through its own appearance and usability—creating a digital expression of the aesthetic philosophy behind the product and Rinnai’s vision for a richer relationship between food and everyday life.

For the recipe development of Rinnai Leggiero, we began with a fundamental question: What does an ideal food culture mean to Rinnai? Working closely with culinary expert Naoko Tanijiri, we developed a collection of dishes and recipes that translate this philosophy into everyday food. Rinnai’s long-standing aesthetic sensibility of shitsujitsu-gōken was reinterpreted for contemporary food and living as shitsujitsu-jūken—bringing together integrity and enduring quality with gentleness and consideration for everyday life. Making use of Leggiero’s ability to bring out the natural qualities of ingredients through waterless cooking, we focused not on elaborate dishes for special occasions, but on food that can be prepared effortlessly every day while bringing comfort to both body and mind. Ingredients, cooking methods, flavor, presentation, and the experience of the table were considered as a whole and refined through repeated experimentation. Rather than developing recipes simply to demonstrate the product’s functions, we translated Leggiero’s philosophy—“Delicious meals, effortlessly, every day”—into food, creating a culinary expression of Rinnai’s vision for a richer relationship between food and everyday life.

For the brand identity development of Hyugatoki Tea by AKARI, we led the entire process—from brand strategy and corporate identity to packaging, website, brand book, and graphic applications. Inspired by the Eastern medicine concept of mibyo—caring for the body before illness occurs—we established AKARI’s philosophy of maintaining balance in both body and mind through everyday life as the foundation of the brand. Hyugatoki Tea is made with Hyugatoki, a plant traditionally valued in Japan and passed down through generations. Rather than communicating the product primarily through health claims or functionality, we sought to express the history and character of the plant, together with the maker’s commitment to creating something genuinely beneficial for everyday life. Working with FIL on product development, we refined the blend through repeated experimentation, preserving the distinctive bitterness of Hyugatoki while creating a taste that can be enjoyed as part of a daily routine. From the product itself to language, logo, typography, packaging, photography, and digital experience, every element was shaped through a single philosophy—transforming the simple act of making tea into a quiet ritual for bringing balance to everyday life.

For the Hyugatoki Tea Web & Editorial by AKARI, we led the information architecture, art direction, design, photography, and editorial development. Rather than approaching the website simply as an e-commerce platform, we conceived it as an evolving brand medium through which AKARI could continuously express its philosophy of bringing balance to body and mind through everyday life. Beginning with Hyugatoki Tea, the editorial explores the wider world surrounding the product—plants, place, food, the body, and everyday living. Through the lives and perspectives of different people, photography, writing, typography, and space were carefully composed as a single editorial experience, allowing the philosophy of AKARI to emerge without relying on direct product communication. By bringing product, commerce, and editorial together as one coherent experience, the website becomes more than a place to purchase tea. It is a growing platform where AKARI’s philosophy, aesthetic sensibility, and stories can accumulate over time.

For the packaging design of Hyugatoki Tea by AKARI, we developed the entire experience—from the brand concept and packaging structure to graphics, typography, materials, and print specifications. Inspired by the Eastern medicine concept of mibyo and AKARI’s philosophy of bringing balance to body and mind through everyday life, we sought to create a quiet presence rather than the conventional visual language of health and wellness products. Respecting the history and inherent character of the Hyugatoki plant, information and decoration were reduced to their essential elements. Space, typography, paper, materiality, and the tactile experience were considered as part of a single whole. From its presence in the home to the ritual of preparing and drinking the tea, the packaging was designed as part of the brand experience—allowing AKARI’s philosophy and aesthetic sensibility to become a natural part of everyday life.

For the second communication campaign following the brand renewal of Rinnai’s Micro Bubble Bath Unit, we led the planning, production, and creative direction across TV commercials, website, catalogue, and other brand communications. Rather than focusing solely on product features, the project explored how to communicate the experiences and benefits made possible by Rinnai’s proprietary Air Bubble Technology. Beginning with the sensation of being gently surrounded by microbubbles, we sought to portray how an everyday bath can become a richer and more restorative experience—connecting technology with meaningful moments in daily life. TV commercials, digital experiences, and printed materials were developed not as separate pieces of communication, but as expressions of a single concept and brand world. Building upon the renewed aesthetic direction established for Rinnai, the campaign aimed to move beyond the functional value of residential equipment and elevate the Micro Bubble Bath Unit as a product that enriches the everyday experience of bathing.

For the brand visual development of Rinnai’s Micro Bubble Bath Unit, we led the concept development, art direction, and photography. Rather than focusing on the product itself, we sought to capture the sensory experience created by Rinnai’s proprietary Air Bubble Technology—the gentle sensation of being surrounded by microbubbles and the transformation of an everyday bath into a richer moment of well-being. Through subtle observations of water, light, skin, steam, and the movements of the body, we visualized the emotional and sensory value beyond the product’s functional benefits. With an emphasis on stillness, restraint, and space, the imagery presents the Micro Bubble Bath Unit not simply as residential equipment, but as a refined bathing experience for both body and mind. The resulting visual language was developed consistently across advertising, digital, catalogue, and other brand touchpoints, creating a coherent world around the Micro Bubble Bath Unit.

We redesigned the website for VUILD’s NESTING service as it shifted toward Co-Build: creating a place with family, friends, and collaborators.The experience brings the joy and process of building into focus, alongside the finished architecture. Photography, film, and CGI work with approachable language and clear navigation to make the service tangible. Ongoing projects and completed builds help visitors imagine taking part themselves.

For the renewal of the eighth floor of Rinnai Hot.Lab Hamamatsucho, Rinnai’s product experience facility for corporate customers, we led the planning, production, and creative direction. Hot.Lab serves not only as a showroom where visitors can see, touch, and experience Rinnai’s products and technologies, but also as a space for employee training and communication with business partners. Rather than simply displaying products, we reimagined the space as an environment where visitors could experience Rinnai’s technology, approach to craftsmanship, and the underlying aesthetic sensibility of shitsujitsu-gōken. Product presentation, spatial composition, fixtures, materials, lighting, graphics, and signage were considered as an integrated whole, creating a brand experience designed to encourage deeper understanding and dialogue. The aim was to move beyond a showroom that simply explains products toward a place where Rinnai’s technology and philosophy can be experienced and understood—a communication space connecting product experience, business dialogue, and learning.

To communicate FDM’s brand concept of “Slow Architecture—architecture that endures together with its city, people, and culture,” we led the concept development, planning, and creative direction of the television commercial. Rather than presenting a home simply as a product to be sold, we approached architecture as a vessel for everyday life—one that gradually becomes part of its place and culture over time. Instead of focusing directly on features or specifications, the film observes subtle moments of everyday life: human gestures, shifting light, the character of materials, and the quiet passage of time. Through these details, we sought to express the value that architecture acquires through being lived in and cared for over many years. Film, cinematography, sound, and language were brought together to embody FDM’s pursuit of enduring beauty beyond trends or temporary novelty. More than a housing commercial, the film poses a fundamental question: For whom, and for what, does architecture exist? It was conceived as a brand film that gives form to FDM’s philosophy and its vision of Slow Architecture.

To communicate FDM’s brand concept of “Slow Architecture—architecture that endures together with its city, people, and culture,” we led the concept development, planning, and creative direction of the television commercial. Rather than presenting a home simply as a product to be sold, we approached architecture as a vessel for everyday life—one that gradually becomes part of its place and culture over time. Instead of focusing directly on features or specifications, the film observes subtle moments of everyday life: human gestures, shifting light, the character of materials, and the quiet passage of time. Through these details, we sought to express the value that architecture acquires through being lived in and cared for over many years. Film, cinematography, sound, and language were brought together to embody FDM’s pursuit of enduring beauty beyond trends or temporary novelty. More than a housing commercial, the film poses a fundamental question: For whom, and for what, does architecture exist? It was conceived as a brand film that gives form to FDM’s philosophy and its vision of Slow Architecture.

For FDM’s corporate website, we led the entire development—from concept and information architecture to content planning, art direction, design, and front-end development. Guided by the brand concept of “Slow Architecture—architecture that endures together with its city, people, and culture,” we conceived the website not simply as a corporate platform for presenting housing and real estate, but as a brand medium for communicating FDM’s architectural philosophy, values, and aesthetic sensibility. Rather than presenting projects, businesses, and corporate information as separate elements, we brought architecture, everyday life, people, cities, and culture together through FDM’s pursuit of “Fundamentals.” Photography, typography, grid, space, motion, and language were integrated into a coherent digital expression of the principles established through the brand identity. Balancing clarity and functionality with a distinctive brand experience, the website was designed as an evolving platform—one where FDM’s growing body of work continues to deepen the meaning of Slow Architecture over time.

For the integrated promotion of Rinnai’s hybrid water heating and heating system ECO ONE, we led the development of the brand concept and creative direction across TV commercials, digital, and graphic communications. Rather than communicating its combination of gas and electricity simply through energy-saving performance, we reframed the technology around the broader value it creates for everyday life, society, and the environment. We defined this value through three dimensions of warmth: warmth for everyday life, warmth for the household, and warmth for the Earth. Under the message “Live Beautifully, on a Beautiful Earth,” the campaign presents comfort and environmental responsibility not as opposing choices, but as parts of the same richer way of living. Beyond communicating the function of residential equipment, the project uses warmth—one of the most fundamental human experiences—to reconsider the relationship between people, everyday life, nature, and the future.

For the website of Rinnai’s hybrid water heating and heating system ECO ONE, we led the entire development—from concept and information architecture to art direction, web design, and front-end development. Rather than simply explaining ECO ONE’s technology and energy-saving performance through its optimal combination of gas and electricity, we conceived the website as a brand experience that communicates the broader value it brings to everyday life, household economy, and the global environment. We organized the value of ECO ONE around three dimensions of warmth: warmth for everyday life, bringing comfort to both body and mind; warmth for the household, supporting greater economic efficiency; and warmth for the Earth, helping protect the environment for future generations. Under the message “Live Beautifully, on a Beautiful Earth,” photography, film, copy, graphics, and motion were brought together to create an intuitive digital experience connecting the product’s technology and performance with the richer way of living they make possible. While providing the clarity and functionality required of a product website, we developed a coherent brand world aligned with the TV commercial and wider campaign. Through this integrated experience, ECO ONE is presented not simply as an energy-efficient system, but as a new choice for everyday living—one that brings comfort and a more sustainable future together.

For the brand renewal of Rinnai’s Micro Bubble Bath Unit, we led the project from brand strategy and concept development to TV commercial planning and creative direction, digital, graphics, and product design. The project began with the renewal of an existing product previously marketed as Bi-Hakuyu. Through a series of Brand Sprint workshops with members from product development, sales, and other teams, we reconsidered not only the product’s functions and market positioning, but the deeper value Rinnai could bring to people’s lives through this technology. Rather than focusing on the technology that generates microbubbles itself, we turned our attention to the comfort, sensory experience, and richness of time it creates. The product was repositioned from one defined primarily by functional benefits into a brand that elevates the everyday experience of bathing, rebuilding its direction and communication under the Micro Bubble Bath Unit identity. For the TV commercial, rather than relying on conventional explanations of specifications and performance, we expressed the experience of being immersed in warm water and the gradual release of body and mind through light, water, skin, sound, and film. This world was extended consistently across digital, graphics, photography, and product design, transforming the project from a product renewal into a prototype for a new Rinnai brand experience. It became the starting point for the broader brand development work that followed.

For the large-scale brand renewal of Digital Garage, we led the planning, creative direction, and production across the entire brand communication system—from redefining the brand strategy and design to the complete renewal of the corporate and IR websites, development of the brand film, and launch of the owned media platform DG Portal. As the company and its businesses continued to expand, we sought not simply to communicate each business individually, but to redefine a shared brand direction around what Digital Garage stands for and the value it aims to create for society. At the heart of the renewed brand, we established the tagline “Designing New Context” as an expression of the company’s purpose. Digital Garage operates across technology, payments, marketing, investment, and other fields, continuously creating new connections and contexts between them. This philosophy was translated into a coherent brand world across visual identity, film, digital experiences, and language. We also launched DG Portal as an evolving brand medium where the company’s ideas, initiatives, people, and technologies could be continuously documented and communicated. For the corporate and IR websites, we went beyond reorganizing corporate, business, and investor information, designing an information experience through which shareholders, investors, clients, partners, employees, and potential talent could understand both the present and future of Digital Garage. By creating a brand platform capable of evolving alongside the company, the project aimed to elevate Digital Garage’s perceived value as a technology and consulting company that creates new possibilities for society.

For the large-scale brand renewal of Digital Garage, we led the planning, creative direction, and production across the entire brand communication system—from redefining the brand strategy and design to the complete renewal of the corporate and IR websites, development of the brand film, and launch of the owned media platform DG Portal. As the company and its businesses continued to expand, we sought not simply to communicate each business individually, but to redefine a shared brand direction around what Digital Garage stands for and the value it aims to create for society. At the heart of the renewed brand, we established the tagline “Designing New Context” as an expression of the company’s purpose. Digital Garage operates across technology, payments, marketing, investment, and other fields, continuously creating new connections and contexts between them. This philosophy was translated into a coherent brand world across visual identity, film, digital experiences, and language. We also launched DG Portal as an evolving brand medium where the company’s ideas, initiatives, people, and technologies could be continuously documented and communicated. For the corporate and IR websites, we went beyond reorganizing corporate, business, and investor information, designing an information experience through which shareholders, investors, clients, partners, employees, and potential talent could understand both the present and future of Digital Garage. By creating a brand platform capable of evolving alongside the company, the project aimed to elevate Digital Garage’s perceived value as a technology and consulting company that creates new possibilities for society.

For the launch of DG Portal, Digital Garage’s owned media platform, we led the development from media concept and content strategy to information architecture, art direction, web design, and the establishment of its editorial framework. Rather than simply reporting on the company’s diverse businesses, DG Portal was conceived as a brand medium that deepens understanding and perceived value by continuously communicating the ideas, technologies, people, and projects behind Digital Garage. Beginning with the brand philosophy “Designing New Context,” the editorial explores technology, business, culture, and social change, revealing how Digital Garage sees the future and creates new value and relationships. Through interviews, projects, research, and technology-focused stories, the platform makes visible the intelligence and culture of the company that cannot be fully expressed through a conventional corporate website. Rather than functioning as a channel for temporary news, DG Portal was designed as an evolving archive where the company’s activities, ideas, and knowledge accumulate over time and become brand assets in their own right. Content, editorial, and design were developed as a single system, creating an ongoing form of brand communication that continuously deepens the understanding of Digital Garage.

As part of the Digital Garage brand renewal, we developed the Brand Guideline Website to establish a consistent design system across the entire group. Rather than treating brand guidelines simply as a set of rules, we positioned them as “The Compass for Context Designer”—a practical platform that enables employees and partners to understand the philosophy behind the brand and translate it into their everyday work. Digital Garage Brand Design Beginning with the brand’s Identity, Personality, and Design Philosophy, the system defines its core foundations—including logo, typography, color, iconography, and imagery—as well as digital components such as grids, buttons, tables, navigation, and breakpoints. PR assets, social media applications, Figma-based Digital Design Kits, and other resources were also integrated into the platform, balancing brand consistency with practical usability. Digital Garage Brand Design More than a guideline designed simply to protect the brand, it was conceived as a living design system: a shared set of principles that enables employees and creative partners to work autonomously while continuously creating new expressions that remain distinctly Digital Garage.

For the brand identity development of MAISON CACAO, we led the process from brand strategy and concept development to art direction and the creation of its visual identity. By examining the values the brand had cultivated over time, together with the philosophy of its founder and organization, we redefined the source of MAISON CACAO’s creativity as the pursuit of knowledge through travel, the unexpected recombination of what is already known, and the intersection of Art and Science. Beyond the category of cacao or confectionery, the brand was positioned as one that encounters the unknown and transforms discovery into new culture and experiences. The brand personality was structured around Creator / Innocent as the qualities that attract people, and Explorer / Hero / Outlaw as the fundamental spirit that drives the brand toward the unknown. Looking toward the future, Lover / Sage were introduced to strengthen its sensibility, affection, and intellectual depth. Together, these qualities form a distinctive personality that brings curiosity, experimentation, beauty, and intelligence into a single whole. We positioned “the unknown”—for the organization, its people, and its customers—as the starting point for creation. Knowledge, cultures, materials, and techniques discovered through travel and exploration are brought together and transformed into new products and experiences. This philosophy was translated into logo, typography, color, graphics, and photography, creating a coherent identity that embodies MAISON CACAO’s craftsmanship and enduring spirit of exploration.

For the renewal of the MAISON CACAO website, we led the entire development—from concept and information architecture rooted in the brand strategy to art direction, web design, photography, and front-end development. Rather than treating the website simply as an e-commerce platform for presenting and selling products, we rebuilt it as a brand medium that communicates MAISON CACAO’s philosophy, spirit of exploration, and the people and cultures behind its creations. The brand’s creative foundation—the pursuit of knowledge through travel, the unexpected recombination of what is already known, and the intersection of Art and Science—was translated into a digital experience. Through photography, language, typography, layout, and interaction, we expressed how encounters with cacao, materials, places, and people are transformed into new products and experiences, bringing MAISON CACAO’s curiosity, experimentation, craftsmanship, and aesthetic sensibility together into a coherent world. By balancing an intuitive presentation of the products with a deeper understanding of the brand, the website was designed to become more than a point of purchase—a place where visitors can continuously encounter something unknown. Products, stories, people, and culture accumulate over time, allowing MAISON CACAO’s ongoing exploration itself to become part of the brand’s value.

For the renewal of Japanese sake brand TAKANOME, we led the development from the reconstruction of its brand identity to art direction, packaging, graphics, digital, and communication design. Beginning with the brand’s fundamental belief—“Simply pursuing what is delicious”—we reconsidered what “delicious” truly means for TAKANOME and redefined the philosophy and aesthetic sensibility at the heart of the brand. Rather than treating taste as something experienced solely through flavor, we approached it as a holistic experience shaped by space, cuisine, tableware, human connection, conversation, and the passage of time. While respecting the culture and craftsmanship cultivated through the long history of sake, we developed a contemporary visual language with a quiet sense of refinement, unconstrained by conventional expressions of the category. Logo, typography, color, photography, packaging, and other touchpoints were designed not as separate elements, but as parts of a single experience surrounding a glass of sake. Beyond the category of Japanese sake, the identity was created to express TAKANOME as a brand that enriches human senses and sensibility through its uncompromising pursuit of what is truly delicious.

As VUILD’s brand partner, we supported the launch of NESTING, its new digital home-building platform, leading the development of the overall brand experience—from brand strategy and concept development to creative direction for architecture and interiors, CGI, and the website. Together with VUILD and BIOTOPE, we explored the intersection of vernacular architectural thinking and digital fabrication, beginning with a fundamental question: What does it mean to create a comfortable home for the people we love? Rather than relying solely on specialists or centralized systems of housing production, we explored the potential of self-build and decentralized architecture, enabled by digital technology and driven by individuals and local communities. Architecture was approached not simply as a finished object, but as a continuous experience connecting design, fabrication, construction, and everyday life. Working with LIT DESIGN on CGI and Garden Eight on the website, we translated this philosophy into both architectural and digital experiences, creating a new relationship between people and architecture for the digital age.

For the launch of FIL, based in Minamioguni, Kumamoto, we led the development of the entire brand experience—from brand strategy and identity to art direction, graphics, architecture, interiors, furniture, and product design. The project began with a fundamental question: “What does it mean to be truly rich?” Rather than defining richness solely through economic or material value, we reconsidered it through the relationships between people, nature, and the objects that surround us, establishing this perspective as the foundation of FIL’s philosophy. By carefully studying the landscape and climate of Minamioguni, its inherited culture and craftsmanship, and the relationships among the people who live there, we sought to connect the value already embedded in the region with contemporary life. Rather than simply creating something new, the brand was conceived as a way to inherit local materials, techniques, and memories, reinterpret them through new relationships, and create value that can endure together with the region. This philosophy was translated not only into visual elements such as logo, typography, photography, and graphics, but also into architecture, space, furniture, and products. Rather than treating each as an individual design discipline, we integrated them into a single world through which FIL’s idea of richness could be experienced—creating a brand identity deeply rooted in Minamioguni while continuing to explore values with universal relevance.

For the development of FIL STUDIOS™ MASS Series, we led the concept, product direction, visual expression, and communication based on FIL’s broader brand philosophy. The collection began by reconsidering the potential of Oguni cedar, a locally grown timber from Minamioguni in the Aso region of Kumamoto, transforming a material traditionally associated with architecture into furniture for contemporary life. Canuch By combining the lightness, softness, and distinctive grain of Oguni cedar with metal frames that provide structural strength, the MASS Series explores a unique balance of visual lightness and physical solidity. Rather than simply using a local material, the project looks deeper into the region’s forestry, craftsmanship, and relationship with nature, revealing the inherent potential of the material through contemporary product design. B&H - Brand & Design Consulting Firm FIL’s fundamental question—“What does it mean to have a fulfilling life?”—was translated into furniture as an intimate part of everyday living, proposing new relationships between people and objects, nature and place. Developed in collaboration with product designer Yosuke Kinoshita of CANUCH, the MASS Series became one of FIL’s defining collections, connecting the landscape, culture, and materials of Minamioguni with contemporary life.

or FIL’s product development, we created Essential Oil as a way to bring the nature and atmosphere of Minamioguni into everyday life, leading its concept development, brand direction, packaging, and communication. Beginning with FIL’s fundamental question—“What does it mean to have a fulfilling life?”—we approached local plants and scents not simply as materials, but as a sensory medium through which the air, forests, seasons, and memories of a place could be experienced. By looking beyond the conventional use of forest resources for architecture and furniture, we explored how the landscape could be translated into the intangible experience of scent. From the fragrance itself to the bottle, label, packaging, and photography, each element was designed as part of a single experience that brings the quietness and comfort of nature into everyday living. Through scent, FIL reconnects people with nature and place in a way distinct from furniture or architecture. Rather than simply creating a fragrance product, Essential Oil was developed as an expression of the richness of Minamioguni, translated into daily life.

The MASS Series “SUMI LIMITED” is a collection inspired by the deep black landscapes born from “Noyaki”—the traditional controlled grass burning that has long shaped the scenery of Aso. It combines charred cedar, echoing the ink-black tones of this tradition, with steel frames, creating a striking contrast of materials. This series was conceived as an attempt to deeply understand Noyaki, the centuries-old custom that sustains Aso’s vast natural environment. For over a thousand years, this unique practice has preserved the land, fostered profound bonds among its people, and cultivated a shared memory of landscapes shaped together by nature and humanity. Within these memories lies a clue to what it means to live a “life fulfilled.” From the ink-black world of Noyaki springs the rebirth of life—solemn strength emerging from volcanic terrain that is at once fertile and harsh. In this land of Aso, where people and nature have coexisted for generations to build the future, SUMI LIMITED embodies that living experience in the form of furniture.Each year, only 25 pieces of each design are produced. This number pays homage to the Edo period, when the tradition of planting Oguni cedar began with the distribution of 25 seedlings to be planted each season.

As part of FIL’s product development, we created Porcelain, a tableware collection designed to bring the brand’s philosophy into the everyday dining experience. Beginning with FIL’s fundamental question—“What does it mean to have a fulfilling life?”—we approached tableware not simply as vessels for food, but as objects that enrich the acts of eating, gathering, and the small rituals of daily life. The collection was designed in collaboration with product designer Yoh Komiyama and produced by 224porcelain, a producer of Hizen Yoshida ware based in Ureshino, Saga. Respecting the craftsmanship and techniques cultivated in the region over generations, we carefully considered materiality, tactility, harmony with food, and everyday usability, pursuing a quiet and timeless presence free from unnecessary decoration. By bringing together FIL’s philosophy rooted in Minamioguni, the heritage of Hizen Yoshida ware in Ureshino, and contemporary product design, the project explores how new value can emerge through relationships between different places, cultures, and makers. Porcelain brings FIL’s philosophy into everyday life, inviting us to rediscover the essential richness found in the simple act of sharing a meal.

As part of FIL’s ongoing brand development, we collaborated with mitosaya Botanical Distillery, based in Otaki, Chiba, whose practice is rooted in the idea of “giving form to small discoveries found in nature,” to create ASODA, a soda made with natural spring water from Aso. The project extends FIL’s fundamental question—“What does it mean to have a fulfilling life?”—beyond furniture, spaces, fragrance, and tableware into the everyday experience of food and drink. ASODA combines mineral-rich spring water from the Aso Caldera with seasonal fruits, herbs, and other natural ingredients. Bringing together mitosaya’s knowledge of botanicals and distillation with FIL’s perspective on nature and place, the collaboration resulted in a low-sugar, non-alcoholic drink characterized by fresh botanical aromas and flavors. By connecting the natural resources of one place with knowledge and techniques cultivated in another, the project explores how new value can emerge through collaboration. ASODA represents an extension of FIL’s philosophy into the experience of taste—an expression of the richness of Minamioguni and Aso through something as simple and essential as a drink.

As part of the launch of FIL, we worked on the brand direction for FIL STUDIOS™ Flagship Shop in Minamioguni, Aso District, Kumamoto. FIL was founded by forestry company Foreque, using local resources such as Oguni cedar generated through forest management to connect the nature and culture of Minamioguni with contemporary life. The space was designed by CANUCH, incorporating views of the surrounding landscape while making extensive use of locally grown Oguni cedar. The warm, reddish character of the wood is paired with FIL STUDIOS™ furniture featuring copper-toned frames, allowing the contrasting materials to bring out the natural strength and warmth of the cedar. As FIL’s brand partner, we directed the connection between the brand’s philosophy, identity, and physical space. More than a place to display and sell furniture and products, the flagship was created as a place to experience FIL’s idea of a fulfilling life through the nature, materials, and craftsmanship of Minamioguni.

As part of FIL’s brand development, FIL Fragrance was created to bring the nature and forests of Minamioguni into everyday life through the sense of scent. At its foundation is Oguni cedar, grown in Minamioguni’s distinctive natural environment of clear water, rich soil, and dramatic seasonal temperature changes. Essential oil is carefully extracted from the cedar at FIL’s own facility and combined with a variety of natural fragrances to create a distinctive olfactory expression of the brand. FIL One of the collection’s signature products, Pot-Pourri Susano, uses volcanic stone from the land where Oguni cedar grows as the medium for fragrance. Created in collaboration with Paris-based perfumer Miya Shinma PARFUMS, the scent combines Oguni cedar essential oil with rosewood, frankincense, patchouli, and other notes to create a fragrance that is fresh yet rich and warm. The fragrance oil is blended in Paris, then aged and bottled at FIL before each piece is finished by hand. FIL Beyond furniture and space, FIL seeks to bring the atmosphere and memory of a place into everyday life. By connecting the forests of Minamioguni, the volcanic landscape of Aso, and the culture of perfumery, FIL Fragrance extends the brand’s exploration of the relationship between people and nature into the realm of scent.

As part of FIL’s brand development, the FIL Tea Collection brings the nature and botanical landscape of Aso into everyday life through the experience of taste. Inspired by the distinctive plants and landscapes of the region, the collection is composed of three herbal teas—FOREST / FLOWER / FIELD—each expressing a different aspect of the natural environment. TEA FOREST evokes the freshness and depth of the woods, TEA FLOWER captures the softness and aromatic richness of blooming plants, while TEA FIELD reflects the calm openness of fields and grasslands. By combining different elements of plants—including leaves, stems, flowers, fruits, and grains—each blend translates the atmosphere, seasons, and character of a landscape into aroma and taste. Just as with furniture, fragrance, and tableware, FIL approaches food and drink as another way of creating a relationship between people and nature. FIL Tea Collection translates three landscapes of Aso—FOREST, FLOWER, and FIELD—into a cup of tea, bringing the richness of the land into the quiet rituals of everyday life.

For the launch of FIL, we led the concept, art direction, and photography direction for a series of Visual Images created to express the brand’s philosophy and world. Beginning with FIL’s fundamental question—“What does it mean to have a fulfilling life?”—the imagery was conceived not simply to present furniture and products beautifully, but to express the places they inhabit, the nature surrounding them, the presence of people, and the passage of time as part of a larger whole. Photographed against the natural landscape of Minamioguni, Kumamoto, where FIL originated, the images carefully explore the relationships between forests, light, plants, materials, people, and objects. Rather than over-directing each scene, we worked with the existing light, atmosphere, and character of the landscape, capturing quiet moments in which people, nature, and objects coexist naturally. More than product photography, the images were developed as a visual expression of FIL’s idea of a fulfilling life—communicating the brand through feeling rather than explanation. Extended across the website, graphics, catalogues, retail spaces, and other touchpoints, the Visual Images established a coherent visual world at the heart of FIL’s brand identity.

For the rebranding of R&C, we led the development of the brand from strategy and identity to its Mission, Vision, and Values, as well as its visual and verbal communication. As the company’s business and organization evolved, we redefined its purpose beyond the conventional framework of an insurance sales company, positioning R&C as an organization that addresses the diverse risks surrounding people’s lives and businesses. The project began with fundamental questions: “What is risk?” and “How should we live with it?” Through ongoing dialogue with management and employees, we articulated the values that had shaped R&C and the future it seeks to create. These insights were translated into a new Mission, Vision, and Values, together with a clearer definition of the company’s character and principles, forming the foundation for its verbal and visual identity. Rather than placing insurance itself at the center of the brand, we focused on the lives, ambitions, and futures it helps protect. R&C was repositioned not simply as a company that prepares people for risk, but as one that gives them the confidence to move forward. The new identity connects its business, organization, and communication through a shared philosophy.

As part of R&C’s rebranding, we worked on the brand direction for its office renewal, extending the company’s renewed identity into the physical environment. The aim was to translate R&C’s values beyond words and graphics into the place where employees work every day and where clients and partners are welcomed. The interior design was led by moss. Based on R&C’s renewed emphasis on trust and co-creation, the space was developed around the ideas of “Dignified Transparency” and “Warmth in the Margins.” Sightlines, materials, furniture, and light were carefully composed to create a calm environment that encourages natural interaction and relationships between people, giving physical form to R&C’s philosophy of “Trust Takes Shape.” moss. | Space Design Studio Rather than treating brand and space as separate disciplines, the project extends R&C’s identity into a physical experience—allowing the company’s philosophy and character to be expressed consistently through the way people work, interact, and experience the space.

As part of R&C’s rebranding, we planned, edited, art-directed, and produced a Culture Book designed to embed the newly defined Mission, Vision, and Values throughout the organization. Rather than simply documenting the company’s MVV and principles, the book was conceived as a cultural foundation that helps each employee understand why R&C exists, what it values, and how those values should be reflected in everyday actions. The philosophy, values, and character uncovered through the rebranding process were carefully articulated and translated into a book through narrative and visual expression. Rather than allowing the new philosophy to remain a message from management, the Culture Book was designed to help each employee connect the brand with their own work and use its principles as a reference for everyday decisions and behavior. Beyond communicating the brand externally, the project extends the identity inward—creating a shared culture and enabling the brand to be continuously shaped through the actions of the people within the organization.

As part of R&C’s rebranding, we led the planning, art direction, design, and development of its corporate website. Based on the newly defined Mission, Vision, Values, and brand identity, the website was reimagined beyond the conventional role of communicating insurance products and corporate information, becoming a brand platform that expresses what R&C believes in and the value it seeks to create for society. Rather than simply organizing information about the company and its services, we developed content around R&C’s philosophy, character, culture, and people, integrating language, photography, graphics, and digital interaction into a coherent brand experience. The site was designed to help different stakeholders—including clients, potential employees, and partners—intuitively understand both the company’s business and the values behind it. More than a corporate information website, it was designed as a digital expression of R&C itself—connecting its philosophy, business, organization, and people through a unified brand experience.

As part of R&C’s rebranding, we developed the concept, art direction, and photography direction for a new visual expression of the brand identity. Rather than attempting to directly visualize intangible services such as insurance and finance, we focused on what lies beyond them—people’s lives, work, ambitions, and relationships—capturing the world that R&C ultimately exists to support. Instead of creating overly staged corporate imagery, the photography focuses on natural expressions, gestures, light, and atmosphere, conveying the trust, sincerity, and human warmth at the heart of R&C. The images were designed not as standalone photographs, but as part of a broader visual system integrated with the brand’s language, graphics, website, and Culture Book. Rather than photographing the service, we photographed the people it exists for. Through photography, we sought to communicate R&C’s character and values intuitively, bringing a consistent sense of humanity and authenticity to the brand.

ASUR is a direct-to-consumer cosmetics brand by NODOCA, with product development produced by model IVAN. For its March 2020 launch, we developed the branding, design system, and online store around the makers’ stories and a sense of connection. The approach brings together a commitment to products that remain loved beyond passing trends and a desire to reveal natural beauty in everyday life without excessive embellishment. We sought to express the care and philosophy behind the products, nurturing a lasting relationship between the brand and the people who use it.

HOSHINOYA is the flagship brand of Hoshino Resorts, offering stays rooted in the character of destinations including Karuizawa, Kyoto, Fuji, Taketomi Island, Bali, Tokyo, and Taiwan. For the 2017 brand website renewal, B&H was responsible for strategic planning under the creative direction of mount inc. In a hotel industry continually shaped by new openings and renewals, we explored how HOSHINOYA could communicate its distinctive value and sustain its competitive advantage. We clarified its positioning within the industry and its differences from other Hoshino Resorts brands, articulating the essential strengths of HOSHINOYA. The approach sought to connect those strengths with photography, editorial content, and design, establishing an overall structure and information architecture that other hotels and ryokan could not readily imitate. The objective was to express the appeal of HOSHINOYA through digital communication and encourage reservations through its official website.

UZU is a cosmetics brand born from FLOWFUSHI, whose mascaras and lip glosses challenged conventions in the beauty industry. After bringing the FLOWFUSHI brand to a close at the end of 2018, the company launched UZU as its next step toward a global presence. For the 2018–2019 launch project, B&H was responsible for digital design. The work brought together interactions expressing the brand’s world, a new approach to the e-commerce experience, and campaign-linked landing pages—creating a digital introduction to the new brand.

WEEK END began in 2019 as a collaboration with specialists, designers, and regional partners to explore comfort in contemporary living. Valuing product quality, care for the people who use the products, and the essentials of everyday life, the project pursues enduring design beyond passing trends. B&H worked on a philosophy-led brand identity, the launch of the website and online store, key-visual photography, and PR strategy. The approach considers reassurance and comfort not only through a product’s functions, but also through the perspectives and state of mind of its users. Centered on quietude and the space it creates for reflection, the products and communication seek to encourage a renewed relationship with everyday living.

For Anderson Mori & Tomotsune (AMT), B&H connected brand philosophy with digital communication through language, photography, and information design. Building on “FIND THE BEST IN YOU,” developed for the recruitment website, workshops examined the firm’s relationships with clients and competitors to establish a corporate concept. Key visuals featuring AMT’s own lawyers and offices expressed its commitment to clients, partners, society, and personal growth. The work encompassed brand philosophy, copy, slogans, portraits of more than 400 lawyers, and website experience design. Alongside lawyer and practice-area searches, the information architecture gave prominence to the firm’s approach and international work. A clear, dynamic interface brought these elements together for users across different devices.

The joy of making and a culture of co-creation connect our work with VUILD. From its corporate identity and website to the architecture and digital experiences of NESTING, the projects give this philosophy a coherent, tangible expression.For the corporate brand, we refined the identity and clarified the website’s structure, combining digital expression with soft colors and tactile warmth. Nesting Architecture extended the work into brand strategy, creative direction for architecture and interiors, CGI and the web. Nesting Co-Build brought the process of building with others closer to people through a renewed service website.