PROJECT
ON STAGE SHIZUOKA
Shizuoka cultural arts hub branding. "The City as Theater" concept establishes strategy for international performing arts destination.
WHY
How can we give a new character to the city of Shizuoka?
Shizuoka City is a government-designated city with a population of approximately 700,000 people. Known for having one of the best weather year-round and compact urban functions, Shizuoka City is one of the best local cities in Japan and has a high reputation for being the happiest place to live.
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However, many foreign tourists visiting Japan often travel from Tokyo to Kyoto or Osaka instead of Shizuoka, especially on the bullet train. The fact that Shizuoka prefecture has another major city called Hamamatsu City resulted in Shizuoka City being unable to express its uniqueness fully. “ON STAGE SHIZUOKA” is an annual performance art festival by SPAC (Shizuoka Performing Arts Center). We were appointed as the branding director for the “Town as a Theatre” initiative, one of the five significant initiatives of Shizuoka City. We questioned what kind of branding was needed to communicate to the world and foster civic pride in Shizuoka City, which has the potential to become the world’s mecca for performing arts with projects such as “DAIDOGEI WORLD CUP IN SHIZUOKA” and “WORLD THEATRE FESTIVAL SHIZUOKA.”
HOW
A civic symbol that enters various city corners.
To present the “ON STAGE SHIZUOKA” concept to the world, we advocated the idea of “Shizuoka City as a place of numerous activities for the people.” The logo gives an impression of a lively stage. The symbol is designed to look as if Mt. Fuji is floating in the ocean. At the same time, it makes the impression of peeling “corners” of the city, as if revealing something new. This symbol is also utilized efficiently in posters and other materials for the event. We aimed to emphasize the message that the citizens are the leading roles of the stage and that every person is a part of “ON STAGE SHIZUOKA.” We hope that these activities will spread, entering into the various “corners” of the city, adopted on posters, flags, and banners all over the city.
WILL
Created a world-class cultural city, through citizenship activities.
We proposed various measures for the Mayor under the new concept of ON STAGE SHIZUOKA. As we worked on branding “WORLD THEATRE FESTIVAL SHIZUOKA,” we also focused on exposing the large-scale world events that symbolize the concept, which led to an increase in the number of people visiting. We continue to create opportunities for citizens to play an active role and for the city to establish a strong position as a cultural city (similar to Edinburgh), attracting people from all over the world as a city of performing arts.
INFORMATION
- What
- ON STAGE SHIZUOKA
- When
- 2019
- Where
- Shizuoka, Japan
- Client
- Scope
- Branding / Promotional items / Photograph / Event / Poster / Motion Logo
CREDIT
- Art Direction
- NOSIGNER (Eisuke Tachikawa)
- Graphic Design
- NOSIGNER (Eisuke Tachikawa, Tomoro Hanzawa, Ryota Mizusako)
- Motion Graphics
- NOSIGNER (Jin Nagao)
