Work · creativity is everywhere
DO! NUTS TOKYO
A target nobody can act on is a poster.
Tokyo had a zero-emission goal for 2050 and no way in for the people it depended on. We built the way in, and proposed the role that let young people act inside it.
- The city’s zero-emission target — the thing the platform had to make joinable
- 2050
- Cohorts the youth ambassador programme reached, from a role that did not exist before
- 3rd
- American Graphic Design Award, with KUDOS Design Collaboratory
- 2021
01
The goal existed. The door did not.
A policy target is read, not joined. The platform gave citizens, companies and especially young people somewhere to arrive, something to propose, and a place where the proposal was seen.
02
We proposed the role, then taught it.
The youth ambassador did not exist until we proposed it. Designing the badge would have been the easy half; we ran the workshops that turned it into proposals, online, and introduced and trained the team on the tools that made running them online possible.
03
One brand DNA produced two brands.
This came out of the brand work for Value Frontier and launched as its own venture — which is the argument for treating a brand as the first prototype of a business rather than as a layer applied to a finished one.
- Client
- Tokyo Metropolitan Government, with Value Frontier
- Role
- Creative direction — brand strategy and identity, platform design, workshop facilitation, and the social and video content around it
- What we made
- The brand and its identity system, the platform, the youth ambassador programme, and the workshops that ran it
- With
- KUDOS Design Collaboratory
If your target needs a way in.
Most goals that go unmet are not disbelieved. They are simply unjoinable: there is nothing a person can do on Tuesday. That is a design problem, and it is usually a role that is missing rather than a message.
What we would need from you is the target, and permission to invent the role.
Bring this to something you are building.
Tell us what you are trying to build and where it currently stands. We reply from New York.