TOKYO ETHICAL
ACTION PROJECT

Connect Ethical

Tokyo Metropolitan Government Promotes
Ethical Consumption Promotion Project

The “TOKYO ETHICAL ACTION PROJECT” is an initiative by the Tokyo Metropolitan Government to promote “ethical consumption” (consumption that is considerate of people, society, and the environment). We were in charge of the project’s core VI design, website development, which would become the project’s main media platform, outdoor advertising, event space design, and creative work for a variety of other media.

client: Tokyo Metropolitan Government

Participation from over 200 companies and organizations that resonate with the project vision

In order to involve as many companies and organizations as possible in the promotion activities, the Tokyo Metropolitan Government recruited supporters through their website. Over 200 were willing to participate and collaborate through events and producing web content.

VI development to connect people, companies, and
organizations in an ethical setting

The logo was designed using the “e” from “ethical” as a motif, colored green and red representing Tokyo’s symbol color and the image of ethics, alongside a neutral color for the people involved in the ethical activities. The design is intended to connect various companies and organizations to expand the action.

Design Connecting People and Companies
Expanding Action

The graphic, which is a circle using an “e” motif, dynamically changes and spreads into a variety of media, including printed matter, space, and motion graphics. It expresses the promises of the project to widely spread ethical consumption throughout the world, connecting people, companies, and organizations.

※Corporate Advertising Image Direction

※Corporate Advertising Image Direction

※Corporate Advertising Image Direction

※Expanding the Image Direction

Developing VI Guidelines
as a Branding Tool for Action

The VI was intended to be used by a variety of people, including Tokyo Metropolitan Government employees. In order to ensure that anyone could handle the logo and brand colors with ease, we developed guidelines that defined the correct uses.

Visuals that Vividly Paint the Event Space

A special booth was set up at “NEW ENERGY-TOKYO,” an exhibition event that attracts about 10,000 visitors every year, with a total of 120 participating companies and artists. We used the VI to create a space for the participants to exhibit their products and to host celebrity talk sessions.

Ethical Loop Spreading Throughout the City of Tokyo

In order to better communicate their initiatives to consumers, the Tokyo Metropolitan Government placed digital signage advertisements throughout Tokyo, including Shinjuku Station. In addition, posters were displayed in 17 Aeon stores in Tokyo. We were in charge of the creative for each medium, including the VI motion graphics production.

Aeon Poster Display

Website Development
for the Media Centre of the Project

We were in charge of developing a website that would serve as the media centre for PR activities, including event introductions, news related to ethical consumption, and recruitment of participating companies.

We created graphic assets to unify a variety of content-rich social networking accounts with a consistent brand worldview.

More Works