The Opportunity
The Tokyo Metropolitan Government set an ambitious target: virtually zero CO2 emissions by 2050. To achieve this, they needed more than policy — they needed a platform that could engage citizens, corporations, and especially youth in sustainability. The challenge was to make climate action feel accessible, creative, and participatory rather than bureaucratic.
My Direction
DO! NUTS TOKYO was launched as a sub-brand from the Value Frontier rebranding — applying the brand DNA developed in that project to a citizen-facing sustainability platform. I led comprehensive branding, digital platform design, and workshop facilitation. The brand identity featured a vibrant, approachable visual system with multiple logo configurations for different contexts.
The digital platform served as the central hub for content, events, and community engagement. I designed workshop frameworks that generated innovative sustainability proposals from youth ambassadors — expanding the program to its third cohort. These proposals influenced Japanese businesses and demonstrated that design-led engagement could drive meaningful environmental action.
Tools & Methods
Results
Recognition
Creativity Is Everywhere + KUDOS Design Collaboratory received the 2021 American Graphic Design Award for the DO! NUTS TOKYO brand identity — recognition that helped carry the youth ambassador program into its third cohort.
Brand Identity — Logo Variants
Brand Identity — Logo Pattern
Website
YouTube Content
Workshop & Stakeholder Research
Brand Applications & Zoom Backgrounds
Deliverables
- Brand Identity System
- Digital Platform
- Workshop Frameworks
- YouTube Content
- Zoom Backgrounds
Methods
- Brand Strategy
- Platform Design
- Workshop Facilitation
- Content Strategy
Team
Client executive team, designers, social media strategist, web development team. I served as Creative Director — leading brand strategy, platform design, and workshop facilitation. Sub-brand launched from the Value Frontier rebranding.