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


2014 Fall/Winter

Japan, Global

UNIQLO UNDERCOVER Kids



The first “UU” collaboration between UNIQLO and UNDERCOVER launched in 2012 Fall/Winter, with items for the entire family. Combining UNIQLO’s high-quality basics with UNDERCOVER’s street-inspired high-end fashion, the collection was extremely successful, and so in 2014 Fall/Winter, UU came back with a capsule collection for Kids’ and Babies’.

Working closely with UNDERCOVER’s team, I was held responsible from initial proposals to creating the designs for print, in-store, and online.


Branding
In-Store Communication 
Collection Leaflet 
Website
Digital Marketing - Creative Direction


2013 Fall/Winter

France, US, Japan

LifeWear 2013 F/W Press Preview


The concept of ‘LifeWear’ was first introduced in 2013, making this Press Preview the first showcase of this unique concept to the public. For the first time, UNIQLO decided to hold the event in Paris, New York, and then in Tokyo, partnering with Nichola Formichetti as the Creative Fashion Director.

To match the simple aesthetic of UNIQLO’s branding, a clean and simple approach was taken for the invitation designs for all three cities.


Print & Digital Invitations

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