2017.12.06
Hisashi Kiguchi
Principal, Hisashi Kiguchi Office
Researcher at the Keio Research Institute at SFC
Graduated from the Faculty of Environment and Information Studies in 2011
"I want to do all the design for a company. That's my only dream!"
At my AO (Admissions Office) entrance exam interview, wearing a T-shirt I had designed for a fictional airline, I shouted with my voice cracking.
It was an event in the fall of 2006 that I will never forget.
Now, 11 years later, I work as a branding designer.
In today's society, overflowing with goods and information, it is crucial for companies and organizations to cultivate a large base of "fans" to establish their presence.
The power of a brand is essential for this.
A brand is the specific image people have of a company, organization, or region, and branding design is the process of shaping that image, starting from its visual appearance.
It's not just about making things look pretty; you have to focus on the inner substance of the organization.
The desire to "contribute to this society" exists in every organization, regardless of its size.
First, we clarify and condense these aspirations, philosophies, attitudes, ways of interacting with society, and corporate culture into the design of a "logo."
A logo is a crystallization of the company's core components.
Using this logo as a banner, we create a sense of unity in the products and information the company releases, thereby establishing its image in society and growing its fan base.
In my work, I often find that there are many companies and organizations with wonderful cultures, technologies, and ideas that are not being communicated effectively.
I consider it my mission to reduce the number of these "companies with wasted potential," even by one.
I decided to pursue this path when I was a first-year high school student.
Even back then, I was creating fictional companies, launching websites, and presenting them.
As entrance exams approached, I considered going to an art university.
However, I realized that in today's complex society, it would be more beneficial to society to study branding design not only from an artistic perspective but also by incorporating economic and business viewpoints.
I felt strongly that this could only be achieved at SFC, where one can freely structure courses and pursue research, and so after the interview I mentioned at the beginning, I enrolled.
After enrolling, I studied community development in Professor Yoshinori Iimori's lab.
There are many attractive places, landscapes, and foods throughout Japan, but often the local people themselves are unaware of their appeal.
The process of discovering and refining these attractions, turning them into regional resources, and generating excitement together with the local community was a perfect opportunity to leverage the power of design and branding.
Sometimes I would board a fishing boat to view the area from the sea, sometimes I would climb a mountain to get a bird's-eye view of the region, and sometimes I would talk about the region's charms on the radio.
These experiences were truly irreplaceable, and I still draw on them in my work today.
People must walk the steep path of life by their own strength.
However, SFC taught me that if you clarify what you want to do and make the right effort, a path will eventually open up.
Independence and self-respect, perseverance in one's original resolution, and the unity of knowledge and action.
Perhaps these guiding principles for my life were designed for me by SFC.