2018 Fall/Winter

Global

HANA TAJIMA FOR UNIQLO 2018 Fall/Winter:
Collection Visuals


“Transitions”

The 2018 Fall/Winter collection was inspired by the various transitions encountered and experienced, from the passage of the seasons, to changes throughout the day. The collection pieces gently reflected this idea through the subtle gradations of colors, soft contours, and flowing silhouettes of the elegantly considered pieces.

Using this idea of “Transitions” also for the key concept for the campaign visuals, a dark three-colour palette was used to create the atmosphere of the transitioning seasons and moods.

Involved from creating the visual concept with Hana Tajima herself, to the art direction of the key visuals (shown here) and marketing assets (below). The visuals and assets produced not only need to represent and communicate the brand values of the collection, but also to creatively solve business requirements and challenges posed by the market.


Art Direction
Branding 


2018 Fall/Winter

Global

HANA TAJIMA FOR UNIQLO 2018 Fall/Winter:
Marketing Campaign


As the Art Director of the HANA TAJIMA FOR UNIQLO collection, responsibilities include designing and directing all the marketing assets used in all the global markets.

Shown here are some of the creative assets created including print materials, out-of-home advertisements, in-store promotional materials, website and digital marketing assets.

Aside from the creative production, one of the key responsibilities is to communicate the collection’s brand values and the season’s creative concept to all the teams and departments involved from merchandise planning to the stores, to ensure a strong brand consistency throughout the world.


Art Direction
In-Store Communication - Posters & Panels
Collection Leaflet 
OOH & Print Advertisement 
Website 
Digital Marketing - Creative Direction

2016 Fall/Winter

Global

HANA TAJIMA FOR UNIQLO 2016 Fall/Winter:
Marketing Camapaign


Three seasons in, 2016 Fall/Winter was the official launch for countries outside of the ASEAN region.
The concept for the campaign was to showcase Tajima in a personal way. The visuals were taken in her actual home and neighbourhood in Upstate New York, and casted one of her oldest friends in the campaign.

As it was the first time to launch in Japan, a press event was held in the UNIQLO Ginza store, and received media attention both online and offline.


Art Direction
In-Store Communication - Posters & Panels
Collection Leaflet

OOH & Print Advertisement
Website Design
Digital Marketing - Creative Direction
Collection Movie - Creative Direction
2016 Fall/Winter Press Preview Exhibition
et

2015 Fall/Winter

ASEAN

HANA TAJIMA FOR UNIQLO 2015 Fall/Winter

In 2015, UNIQLO launched an exclusive modest wear collection, created in collaboration with well-known designer and internet personality, Hana Tajima. In line with UNIQLO’s LifeWear concept, this unique collection takes inspiration from an international approach in appreciation of diverse culture and style.

As a key member from the beginning of the project, the role not only consisted of being the designer, but also involving Marketing, Merchandising, Production, R&D, Sales, Managment, Directors and Tajima herself, to ensure the successful launch of the new collaboration.


Logo & Brand Identity
Collection Leaflet
OOH & Print Advertisement
In-Store Communication & VMD
Product Tags, Name Tags, Packaging

Website


2015 Fall/Winter

Malaysia

HANA TAJIMA FOR UNIQLO  Launch Event

To celebrate the launch of the HANA TAJIMA FOR UNIQLO collection, UNIQLO hosted a launch event in Fahrenheit88, a shopping centre in Kuala Lumpur, Malaysia.

The space was designed to feel like a contemporary art gallery, with the collection visuals neatly hung on the walls and gallery seating on either side of the runway. An exclusive hand-bound look book was produced and given to the guests at the event (shown here).

At the launch event, the collection was also celebrated with the appearance of acclaimed singer-songwriter Yuna, Malaysian model Yaya and YouTube star Elizabeth Tan, who all were casts in the collection’s campaign.


Branding
Event Design

Collection Book


Ayu Yamaguchi
www.ayuyamaguchi.com
ayuyamaguchi@mac.com