15: CREATIVE TECHNOLOGY (Creative use of Data)

The Continuously Changing Brand Identity “SHISEIDO KARAKUSA” - SHISEIDO KARAKUSA - SHISEIDO KARAKUSA JPG
The Continuously Changing Brand Identity “SHISEIDO KARAKUSA” - SHISEIDO KARAKUSA - SHISEIDO KARAKUSA JPG
The Continuously Changing Brand Identity “SHISEIDO KARAKUSA” - SHISEIDO KARAKUSA - SHISEIDO KARAKUSA JPG
The Continuously Changing Brand Identity “SHISEIDO KARAKUSA” - SHISEIDO KARAKUSA - SHISEIDO KARAKUSA JPG
The Continuously Changing Brand Identity “SHISEIDO KARAKUSA” - SHISEIDO KARAKUSA - SHISEIDO KARAKUSA JPG
The Continuously Changing Brand Identity “SHISEIDO KARAKUSA” - SHISEIDO KARAKUSA - SHISEIDO KARAKUSA JPG
The Continuously Changing Brand Identity “SHISEIDO KARAKUSA” - SHISEIDO KARAKUSA - SHISEIDO KARAKUSA MP4 2m:00s

The Continuously Changing Brand Identity “SHISEIDO KARAKUSA” - SHISEIDO KARAKUSA
SHISEIDO KARAKUSA

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The Continuously Changing Brand Identity “SHISEIDO KARAKUSA” - SHISEIDO KARAKUSA - SHISEIDO KARAKUSA

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Title of Entry: The Continuously Changing Brand Identity “SHISEIDO KARAKUSA”
Brand: SHISEIDO KARAKUSA
Product/Service: SHISEIDO KARAKUSA
Client: Shiseido Company, Limited
Entrant Company: DENTSU INC./Hakuten Corporation
Creative Agency: DENTSU INC.
Judging URL: https://karakusa2020.com/animation
Sector: 38265
Creative Director: Yoji Nobuto, Yu Miura, Naoki Tanaka, Isao Kuwana
Date of Release: 2019-10-15
Notes: Shiseido Karakusa, the spiral pattern symbolizing Shiseido, Japan’s foremost cosmetics manufacturer, has highlighted company products and advertising for close to a century. With media and society in the midst of the digital shift, we sought a similar way to update our designs and design system to supplement the handcrafting method trusted and implemented by Shiseido artists for 100 years. Our solution combines Truchet tiles and the mathematical method of “surface filling” for endless creation of karakusa motifs. This enabled the generation of spiral designs surpassing what even the most accomplished craftspeople could imagine. The tool also facilitated the participation of a wider circle of individuals in the process. We also used this innovative design tool to create visual installations incorporating environmental data influencing plant life, such as sunshine, rainfall, and CO2 emission quantities, along with city congestion. Enhancing the design system enabled us to communicate the Shiseido brand identity with an emphasis on both tradition and innovation.
Digital Strategist: Kyoko Yonezawa, Shintaro Murakami
Developer: Shintaro Murakami, Shoya Dozono
Designer: Kizuki Nakano, Koji Nakae, Ryukei Aoyagi, Airi Nakano, Yuya Ogawa
Art Director: Yu Miura, Keisuke Hori, Yusuke Koyanagi
Copywriter: Naoki Tanaka, Risako Kawashima
Other Credits: Producer: Sachiko Takamine, Kenji Ozaki, Seishiro Tate, Shohei Nakajima
Other Credits: Planner: Kenji Ozaki, Yosuke Nakazato
Other Credits: Technical Director: Shoya Dozono
Other Credits: Creative Team: Ryosuke Nakajima, Makoto Amano
Other Credits: Artist: Yosuke Nakazato