table of contents
Opening: Crosstalk
Hidetoshi Hara (Sunny Inc.), Chiharu Kodama (ium inc.), Takumi Hasegawa (unshift Inc.), Masayuki Daishima (Calmhectic inc.)
This time, as it was the opening session, we started with a cross-talk between four creators who are active in projects that everyone knows, whether individually or in small groups. The theme was "emotional," so the discussion began with each of them sharing their own emotional experiences and creative achievements.
STYLE PORT (Sunny)
Hara-san (Sunny):
This was a project I accepted after being assigned as a designer by Studio Details. I was thinking about incorporating CG, and then Saori Minato, who was the director at Details at the time, suggested it."I've recently become really into Blender, and I'd love to try my hand at computer graphics."Since that's what he said, I decided to go ahead and include it.
Kodama-san (ium):
I can't believe it, it was from the director!
Hara-san:
This CG keeps moving and then rotates in the footer at the end, but the detail engineers filled in the details along the way on their own. It was like I only did the first and last images... (laughs).
Daishima-san (Calmhectic):
I also often use 3D to create websites,I was really impressed by the 3D texture.I haven't seen much like it before, and it's just really good and emotionally resonant.I thought the idea of "allowing someone else to take on a challenge" was wonderful.
Hara-san:
I'm the type of designer who's very tolerant (laughs).
TT Global (unshift)
Hasegawa-san (unshift):
I'm in charge of front-end development, but I was asked by Studio Details to take on this project as a lead developer. Several developers from Studio Details joined us, and we worked together on the implementation.
As I myself am an advisor to Details' developer team, I not only acted as the lead, but also reviewed the code written by younger team members as the project progressed.The way you use your brain is different when implementing and when reviewing code.
Hara-san:
Ah, I'm assigned to Details, but I also review the work of the younger members.
Mr. Hasegawa:
Yes, this is where it gets emotional.
Kodama-san:
It's not something you can do unless it's emotionally resonant.
Hara-san:
With Details, even when you're the client, there's absolutely no "do this" kind of stance.They tend to see me as more than an equal, even though they're the ones placing the order. I think it's incredibly touching that they maintain that kind of stance.
DRAFT (ium)
Kodama-san:
This was a project I worked on with Hara-san. Originally, Hara-san and I are both art directors/designers, so our roles overlap, but we were able to divide the responsibilities effectively. Ikeda-san from devdev handled the front-end, and Shimomura-san from 5ive handled the WordPress implementation. One of the most touching aspects was how each person truly utilized their own area of expertise.
Also, the WORKS section of a corporate website tends to become formulaic, butDraft-san took a very cooperative stance, saying, "Regardless of the operational workload, anything is OK as long as it looks great," and we were able to rely entirely on that for the design.It's a free-form system, and you're free to register as you like. We want you to be able to use even the more complex features. We designed an administration screen that allows you to fine-tune everything from image size to zoom in and zoom out.
Hara-san:
I was really happy that the client actually said they found it "very enjoyable."
Kodama-san:
First, I created a template for how to display the WORKS details in Figma, then I had the client adjust it in Figma, and then I registered it in WordPress and got feedback on how it looked on the website, which led to further adjustments... I'm glad that we were able to refine each and every aspect of the presentation until the very end.
Sugorokus (Calmhectic)
Daishima-san:
Kitagawa Payan, formerly of Studio Details and currently of CHO-P, was the director and copywriter. Nakagawa from ANDMADE handled the art direction and design. I was in charge of implementation, so it was like a three-piece band, and we were able to work together in a well-balanced way.
Hara-san:
The menu is like a board game.
Daishima-san:
That's right. We're prominently featuring "Sugoroku" (a Japanese board game) and "dice," which are also part of our company's concept.We thoroughly incorporated elements of a board game and dice, using a format where users roll dice to view the entire site.
Mr. Hasegawa:
At what stage was this overall plan decided?
Daishima-san:
The moment I saw Mr. Nakagawa's design, I knew immediately, "This is how it should move." I received some detailed instructions, but I also added my own ideas for the staging and implemented them accordingly.
It was a friendly and harmonious session right to the very end.What was particularly impressive was the "diversification of team structures and workflows" in the production process.The process involved creators taking on challenges, reviewing while implementing, dividing roles as art directors, and creating based on mutual trust. Kodama also shared some memorable quotes, such as, "Because we're external, it might not be possible without an emotional relationship," and "If it's not fun, it's not creation!"
1. Talk Session: TWOTONE
Hajime Nagai (Director, Designer), Ken Hirose (Visual Technologist, Educator), Noe Oyamada (Designer)
After the opening crosstalk, the talk sessions began. The first speaker was TWOTONE. TWOTONE, who has focused on on-screen media design, including UX/UI and signage, shared some of the emotional highlights of their recent achievements.
Hoshino Resorts
Nagai-san (TWOTONE):
The request was to refresh Hoshino Resorts' brand image to encompass the impression of "luxury and hospitality," while also conveying the message of "making travel enjoyable."
Since it was a corporate website, we initially started thinking about "how to showcase the numerous sub-brands such as Hoshinoya and Kai,"The key to this initiative is ensuring that people recognize that "Hoshino Resorts is a brand that makes travel enjoyable."So, I felt the website had to be a place overflowing with the charm of travel. I wanted the fun journey to begin the moment you arrive at the site. I thought about that aspect from an emotional perspective.
The result is that instead of structuring it around the "sub-brand" axis, we'll break it down into the "travel components" that each brand possesses.For example, "guest rooms," "baths," "meals," and "activities." By editing these elements from the perspective of making travel more enjoyable, we designed it as a tool to make travel more enjoyable, where no matter how you look at it, it is overflowing with the charm of Hoshino Resorts.
Wacom Movink
Hirose (TWOTONE):
Initially, Wacom contacted us with a request to name their new product and design the packaging.From what I heard, both Wacom and we were trying many things for the first time, so we started by simply creating whatever seemed necessary.
With the naming and packaging completed, we moved on to creating brand assets such as product images and promotional videos. The videos and visuals were planned and produced by TWOTONE.bird and insectI've asked Shuntaro-san to do it.Are there any emotional points?
Hirose-san:Since Movink is a professional-grade product, showcasing its specifications is extremely important. However, it's also a product with a concept that significantly impacts the user's lifestyle: a "portable, professional-grade tool." Therefore, we based our planning on an emotional story to convey its appeal. We started by creating a story that allowed users to imagine the experience and value it would offer. After confirming that this image aligned with Wacom's vision, we established a central theme and then developed it into various creative elements such as naming and promotional videos.
Budding House
Oyamada-san (TWOTONE):
I was in charge of the rebranding of the Japanese confectionery brand "Mebukiya." This project involved everything from building an online shop to package design, communication design for the store, product photography, and shooting TV commercials for new products.You've created a design system and implemented it on your e-commerce site. It's clear that you put a lot of effort into the design. The design has a Japanese feel to it, while also being stylish and cool.
Oyamada-san:
We incorporated into the graphics the joyful moments spent enjoying Japanese sweets, the moments when you want to take a breather, and the pleasure of choosing and giving them as gifts. In this era where Japanese and Western sweets have transcended boundaries, we strive to create a form of communication that resonates with our generation.
As for the emotional points,Hearing their hope that children who grew up eating Mebukiya's products would grow up to be adults who think, "I'd like to work here," really warmed my heart.I think that as people come to love the Mebukiya brand, the circle of fans will expand, and many more friends will be added in the future.We've talked a lot about branding today, and it seems that building good relationships with clients and engaging with them long-term is crucial for generating good projects. What do you keep in mind when doing so?
Oyamada-san:
What I think is common to all TWOTONE is that, before you know it, the person in charge has grown fond of the client. By listening to their thoughts about the brand and deciphering the words they are using, challenges become apparent. I feel that each member enjoys working hand in hand to solve those challenges, using their own unique approach.
And finally, we even had a visit from Mebukiya, who presented their new product, "MochiThere was even a moment where we were treated to a meal!"The TWOTONE members are a group that falls in love with their clients."Along with that story, it was truly a very insightful session.
2. Talk Session: Garden Eight
Hiroki Noma (Founder), Misato Daikuhara (Founder, Designer, Developer), Mikiko Kikuoka (Designer, Developer)
The next talk session will feature Garden Eight. We delved into the secrets of Garden Eight's production process, as many of their creators handle both design and implementation.
Noma-san (Garden Eight):
I handle everything except website design and implementation, such as planning and managing projects for clients, as well as company recruitment and finance. Daikuhara does both design and implementation. Kikuoka also does both design and implementation, but his design skills are outstanding, so he's often in charge of design. Rikura, Daikuhara, and I are the founders, and both Rikura and Daikuhara have been doing both design and implementation from the beginning. Kikuoka started doing implementation after joining the company.
Kikuoka-san (Garden Eight):
I chose this company because I wanted to create cool designs, but I realized that to stay at Garden Eight, I also needed to be able to implement things. I had studied on my own before, so I learned the technology and structure on the job by looking at websites created by my seniors at Garden Eight.
DIG THE TEA
This project, "DIG THE TEA," was originally designed and implemented by Mr. Daikuhara, but with this renewal, Mr. Kikuoka has taken over the design responsibilities, right?
Kikuoka-san:
That's right. The previous site, created by Mr. Daikuhara, had a sharp, edgy feel, typical of a startup. On top of that, the client requested a redesign to give it a more media-like feel and user-friendliness. When we started, we were strongly focused on creating a rather rigid website, one that reflected the purpose of the media. However, after discussing the design direction and the client's ideas with Mr. Daikuhara during the development process, we came to the conclusion that retaining that edgy feel was the best approach.The design process involved considering the balance between the previous "cutting edge" and the new "media-like" aspects.Did you two have opportunities to discuss things during the production process?
Daikuhara-san (Garden Eight):
Yes, there was. In other projects, the assigned designer often works on it alone, but this time, I was originally in charge of the design, so I think we had a lot of discussions, including the handover process. We proceeded while discussing various things, such as how much of the atmosphere before the renewal to retain, the direction of the media-like feel, and the degree of approachability.
OPERA
Ms. Kikuoka is in charge of the website related to the "OPERA" brand, right?
Kikuoka-san:
Yes, I'm in charge of art direction and design, while Rikura and Muramoto handle the implementation. Regarding the design, I believe it's important to firmly establish OPERA's "worldview" within myself. Based on that premise, I create it while drawing inspiration from existing designs and motions across all genres.The animation has a great atmosphere and tempo; it's very intuitive and wonderful. It's something that can't be achieved just by being able to write code.
Noma-san:
Yes, I think being able to do both design and implementation has a positive impact.
Finally, in response to the question, "What kind of company is Garden Eight?""It feels like a free-spirited art club."That's what Mr. Kikuoka said. This session gave us a glimpse into the secret behind Garden Eight's ability to handle both design and implementation.
3. Talk Session: STUDIO DETAILS
Speakers: Naoki Kobayashi (Brand Strategy Lead), Keigo Kouchi (Director Lead)
The third session was presented by Studio Details. It seems that Studio Details has undergone significant changes in its company structure and direction in recent years, and we delved into those aspects during this session. It was a must-see session that may have implications for the future of the web industry.
Kobayashi-san (STUDIO DETAILS):
I think most people probably have the image of Details as a web design company,Two years ago, I made the decision to leave the web design company.We now see ourselves as a "brand farm," and we intentionally tailor the value we provide to the brand.
There were industry trends regarding the future of web production, and we felt that expanding our domain was essential for the sustainable growth of our company within the industry. While leveraging our strengths in web creation, which we had excelled at until now, we realized that what we could do next was in the realm of branding. That was the answer we found.
After hearing about Studio Details' future direction, they shared two of their achievements with us.
Rohto Pharmaceutical Recruitment Site
Kobayashi:
The initial order was for a redesign of the recruitment website, but with Details' current style, simply creating it isn't enough. We need to re-approach the "real challenges" from our side. When you create a recruitment website, the goal tends to be to get applications or the number of entries, but I think everyone already knows about Rohto Pharmaceutical. If students are applying even without any effort, then the meaning of the redesign should be about quality, not quantity."To meet students that Rohto Pharmaceutical has never been able to meet before."How do we acquire new graduates who will become valuable assets three to five years after joining the company? That was the question we approached the project with.
This is a good example to illustrate how we changed our structure to include a proper strategist and transform ourselves into a brand-driven company.Conversely, I think clients might be quite surprised, and in some cases, they might not understand it at all.
Kobayashi:That's right. If it doesn't get through, you'll lose the deal (laughs).
Even with that resolve, they're sticking to their principles without compromising them.
NEWPEACE
Kouchi-san (STUDIO DETAILS):
NEWPEACE approached us at a time when they were launching a new "community" business. Therefore, the theme was how to combine what NEWPEACE has valued up until now with the context of their new business that they want to prioritize going forward.
This top motion part is,AD's little monkey has drawn the illustrations about 100 times.So, when it comes to actually animating that,LIGHT THE WAYWe brought in [a video production company]. Kozaru and engineer Iwasaki worked closely together to complete the project.I think this project perfectly encapsulates what makes Details unique, and earlier Mr. Hara from Sunny mentioned that they work with you as an external partner on an equal or even superior level. I was wondering if that kind of culture exists at Details, and I'd like to know what the secret is to that.
Kouchi-san:My mentors are the founders Kaibe and Hattori, and the current CHO-P, Kitagawa, and what they instilled in me is the importance of "forming the necessary team" in order to "solve the client's problems in a cutting-edge way." That's why there's a culture at Details that it's not something that can be done solely by internal members. So it doesn't matter whether it's inside or outside. Sunny Hara and others are the same; for them, the top priority is "creatively overcoming the client's problems," regardless of whether it's inside or outside the company.
Does Details have many employees with a wide range of skills rather than specializing in just one job? It seems like a very diverse company.
Kobayashi:This is a policy at Details, but we constantly tell all our employees to "go beyond your own domain." If you're a strategist, you should take creative responsibility. If you're creative, it's only natural to be interested in strategy. That's what we often say at Details.
The news that Details will be opening an office in Osaka in two months, in addition to their bases in Tokyo and Nagoya, drew surprised reactions from the audience. Ms. Konai will be the leader in Osaka, and they are currently recruiting staff. We will definitely be keeping an eye on Details' future developments.
4. Talk Session: mount
Speakers: Masahiro Yonedo (Art Director), Kenji Okabe (Technical Director)
The event is drawing to a close, and it's time for the final talk session! We spoke with the two members of mount about their latest achievements. The interviewer was Mr. Imamura from BEES&HONEY. It was a wonderful session that felt like we received a deep insight into the "soul" of their creative process!
Shupatto
Could you tell me a little about why you chose this expression, and where the idea came from?
Mount:
In the case of Shupatto, the first thing I thought when I touched the product was, "It's kind of cute." I thought it would be really cute if it were moving. That's an abstract idea at first, but when I thought about how to express that, I wanted to express the "feel" and "texture" of the object, and that's when I thought, "Stop-motion animation might be a good idea."Why did they use stop-motion animation?
Yonedo-san:
I think Shupatto has been appreciated so far for its "functionality, including movement," such as the fact that it has pleats that allow it to become larger or smaller. When I consider that from various angles,It's like, "I hope it looks like it's alive." It's really just intuition.
However, even though our initial ideas are intuitive, what we value most is "how to logically explain that intuition," and we are constantly thinking about that. Why is it a good idea?For this frame-by-frame animation part, do you create mockups, refine them, and repeat the process until you reach the final version?
Okabe-san (mount):
That's right. Ultimately, it's not about logic, but more about doing it because you want to. When I consulted Yonedo about the idea, he was like, "I don't really understand it, but it might have potential." Even if it doesn't make sense and doesn't quite click, I think it's okay to go with your intuition.
Yonedo-san:
Ultimately, we're all aiming for the same goal. In that respect, there's a strong sense that we're creating it as a team, not just individually. And above all, we don't just think about it; we get our hands dirty. That's what we value.
After getting an idea, I often try to actually create something myself to see how it looks as an initial screen rendering. I like to get my hands dirty and produce some kind of output.
When I think about what "emotional" or "craft" means, I believe it's important to first have a philosophy and ideology, and then break that down into its constituent parts to create a concept.But it's not just that; it's also about "making it properly." I think it's only when both of these aspects are present that it truly counts.You can't achieve it with just one or the other. I think you need both. And that's something I'm always doing in a really gritty way. If I had to say anything, that would be it. I'm crawling on my hands and knees to get it done. The finished product might look elegant, but it's actually a very gritty job. I'm covered in mud.
It's important to both break things down into their constituent parts and create something properly. "I don't really like the words 'emotional' or 'craft,' but I like words that evoke emotions or create."It may simply be the difference between English and Japanese, but I take pride in the fact that we are working on such subtle nuances.I was particularly struck by Mr. Okabe's words, "..."
A look back at the event through photos
Not only the creators participating in the talk session, but everyone who came was also a star! We took some photos again this time.
Did you notice that all the participants had Pokémon stickers on their clothes? We held a social event where you could get a prize if you found someone with the same Pokémon stickers!
The perks included books by Shimokawa from highlights, among other things. The books were distributed in a short while.
It generated a lot of buzz on social media.
Finally
First of all, I would like to express my gratitude to everyone who participated and everyone who spoke at the event. Spontaneous interaction is what creates the atmosphere of the event.
"Interaction among creatorsWe have been holding these events with this in mind, and with each meeting, we feel the passion to transform learning into strength and the emotional culture of the web creative industry where everyone celebrates each other's efforts. We have come to realize once again how important it is for us, who are in the industry, to communicate about ourselves. Going forward, we hope to continue working hard in our respective fields and create opportunities for us to gather and interact again.
Regarding the next creator networking event, we are planning to hold it before the end of the year, just like last year. Please stay tuned for further updates.
This summer has been hot, but cooler weather will return in the fall. I look forward to seeing you again in the winter.
This was the iDID Magazine editorial team!
