The client for this project is a hair and makeup artist, Koji Shirato. He has a diploma from Vidal Sassoon's creative course in London and has been involved in hair and makeup work for flower shows in Paris. He was also a pioneer in the field of hair and makeup artists who incorporated architectural theories, known as design science, into their work. As a member of a Japanese team of about 15 people at the time, he was in charge of hair and makeup for the models of VOGUE and ELLE. While he was opening and running a salon in a fiercely competitive area of Japan, he launched a brand that offers hair coloring services as part of its own brand. The request was to create a logo for the brand. In creating the logo, he asked me to give shape to his thoughts on social contribution activities. Since the day of the Great East Japan Earthquake 10 years ago, he has been providing free hair and makeup to people with disabilities. This brand, which was launched in the midst of the global COVID-19 disaster that restricted many people from going out, is a reflection of his desire to encourage others through his social contribution activities and work. Through this visualization, the goal of this project was to become a brand that is recognized and loved by our valued customers.
The word "saisiki" is derived from the Japanese word for “The Colors of the Seasons”, "sai" meaning "color" and "siki" meaning "four seasons”. As a metaphor for the colors of the seasons, it expresses the richness of hair color that can be freely adjusted. Normally, the word is spelled saishiki, and can be read with or without the letter “h”. However, the removal of the h from the word is intentional. Hairdressing and hair color are not something that we can live without. However, it is an important part of daily life. This concept is similar to the existence of the letter “h”, which is unique as a sound that is not pronounced by language.
Then there is the initial s in sai and siki. It is very interesting that when these two s's are connected with cursive script, they look like the letter “H”, the first letter of hair. His job is to create beauty in everyday life. The belief of this brand is to brighten and encourage the feelings of people who tend to be blocked by the COVID-19 disaster, and the idea that beauty has a significance that should not be missing from everyday life. Based on these considerations, I took the letter "h" out of saishiki and treated it as a symbol mark to bring the work together.
The launch of the brand was done on the company's website. The client has been in business for over 10 years, and during this time, the website has seen a variety of promotional activities, including daily events. The website's record for the most PVs is the result of over a year's worth of growth, but the brand announcement surpassed and broke that record in just two days. Since its launch, the brand has become a favorite among clients and customers alike.