Shiseido — Doing Our Part
Japanese beauty brand doing good for the world
Client project · concept, design & animation
Overview
Shiseido Americas sought to share a vital message of sustainability as they work towards 100% renewably sourced energy for the brand. The brief was to tell the story of their climate-minded initiative through animation and to tell it without sound, as the animation would live on screens in public spaces.
Plan
First, we introduced the importance of this initiative by illustrating facts about climate change with iconography, typography, and seamless transitions. After setting up this big problem, we showed how Shiseido Americas is achieving its goal through solar farms and green initiatives. Another key feature was to reinforce their brand identity by focusing on their colors. We made sure to include a section that prominently featured each color.
Visual Language
A minimal color palette was utilized, emphasizing Shiseido's distinctive red. This not only reinforced their brand identity but also helped to underscore the urgency of the message.
Moodboard
It was very helpful to pore over Shiseido's past image campaigns for aesthetic guidance. The brand has always employed design trends of the time, like stylized flowing curves from the Art Nouveau Movement in the 1920s and innovative geometric elements of Art Deco in the 1930s. It’s easy to find inspiration from top image creators like illustrators Maeda Mitsugu and Yamana Ayao, French Artist/Designer Serge Lutens, and their current Artistic Director, James Boehmer.
Dynamic Kinetics
It was very helpful to pore over Shiseido's past image campaigns for aesthetic guidance. The brand has always employed design trends of the time, like stylized flowing curves from the Art Nouveau Movement in the 1920s and innovative geometric elements of Art Deco in the 1930s. It’s easy to find inspiration from top image creators like illustrators Maeda Mitsugu and Yamana Ayao, French Artist/Designer Serge Lutens, and their current Artistic Director, James Boehmer.
The Iterative Process
Working closely with Shiseido America’s Corporate Communications team, we went through a series of iterations in which we honed the messaging and refined the animation.
