To spread the appeal of local cities in Japan to the world, to foster civic pride.
Shizuoka city is a government designated city, with a population of approximately 700,000 people. It has the best weather in Japan, regarded highly as a city where people live most happily, making it Japan’s leading local city.
However, tourists visiting Japan often passed by without stopping at Shizuoka, when heading for Kyoto and Osaka from Tokyo. Although the prefecture has the same size as Hamamatsu city, there was a side of Shizuoka’s uniqueness that had not been exposed as of yet. On such occasion, we were appointed as the branding director of “ON STAGE SHIZUOKA” (“Machi Wa Gekijyou” in Japanese), advocated as one of the five major initiatives of Shizuoka city. Starting with “DAIDOGEI WORLD CUP IN SHIZUOKA” and “WORLD THEATRE FESTIVAL SHIZUOKA”, in order to promote Shizuoka city, with its potential to become a sacred place for performing arts worldwide, we questioned what kind of branding was needed to nurture and raise its civic pride.
Placing the citizens as the main symbol, entering the many “corners” of the city.
In order to expose to the world “ON STAGE SHIZUOKA” (“Machi Wa Gekijyou” in Japanese) concept, we advocated the idea of “Shizuoka city as a place of many activities and people”, where we set its name in English. Furthermore, this gave an impression of a lively stage, where it was used in various corners of the city. We designed the symbol mark to look as if Mt. Fuji was floating in the ocean, at the same time peeling the “city” corners an a banner. This symbol was designed to easily use in posters and other materials for the event, conveying the message that citizens were the leading roles of the stage, encouraging that every person was a part of "ON STAGE SHIZUOKA". It is our hope that these activities will spread, entering into the various “corners” of the city. These were not only printed on paper, but also on shutters of shopping streets, back alley windows to train platforms.
Promoting various measures to become a world-class cultural city.now:
Starting off a new concept under the banner for ON STAGE SHIZUOKA, we proposed various measures for the Mayor. As we worked on branding “WORLD THEATRE FESTIVAL SHIZUOKA”, we also focused on exposing to the world these large-scale events, that symbolize the concept. Through these approaches, the concept has gradually increased its number of people who come and visit. We continue to raise awareness of the city and its’ people, as well as establishing a position as a cultural city, like Edinburgh of England attracting people from all over the world as a town of performing arts.
ON STAGE SHIZUOKA
NOSIGNER (Eisuke Tachikawa)
NOSIGNER (Eisuke Tachikawa, Tomoro Hanzawa, Ryota Mizusako)
NOSIGNER (Jin Nagao)