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Travel & Hospitality

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 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 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.

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.