Work · creativity is everywhere
Public-interest brand, platform, and programme design
DO! NUTS TOKYO
We shaped a citizen-facing sustainability brand, digital platform, workshop format, and youth ambassador role around Tokyo’s 2050 climate goal.
Tokyo Metropolitan Government / Value Frontier
The design decision
A public target became something people could join.
- city climate target
- 2050
- ambassador cohort reached
- 3rd
- American Graphic Design Award
- 2021
01 · Situation
The target existed. The way in did not.
Tokyo’s climate ambition depended on citizens and organisations, but a policy statement alone gave them no role, shared language, or place to turn concern into a proposal.
02 · Insight
Participation needs a role, not only a message.
The missing structure was social and visible: a youth ambassador could learn, propose, publish, and invite others into the work. Research found three groups talking past each other — companies struggling to fold sustainability into strategy, consumers who felt unheard, and experts struggling to reach the public — and the programme was built to sit between them.
03 · Decision
Design the programme and its public face together.
The Value Frontier brand DNA became an approachable sub-brand connecting identity, platform, workshops, and ambassador materials.
04 · Made
A brand with an operating model attached.
The engagement covered strategy, identity, digital platform design, workshop frameworks, youth ambassador materials, facilitation, and supporting social and video content. The identity shipped in stacked and two-line configurations, in black, white and blue, so it held on a Zoom background, a certificate and a phone.
05 · Outcome
The programme continued into a third cohort.
The identity received a 2021 American Graphic Design Award. We report programme continuity and recognition, not an unmeasured emissions outcome.
- Client
- Tokyo Metropolitan Government, with Value Frontier
- Role
- Creative direction, platform design, and workshop facilitation
- What we made
- Brand system, digital platform, ambassador programme, and workshops
Credit, clearly.
Created with KUDOS Design Collaboratory, the client executive team, social media strategy, and web development partners.
The award and programme cohorts are documented outcomes. No direct emissions reduction is attributed to this work.
Bring us the part that has not resolved yet.
Tell us what you are building, what is getting in the way, and what has already been tried. We reply from New York.