> Localization Design
While marketing the D&AD Awards call-for-entry, I studied the cultural differences of the international markets and understood that the official awards advertising campaign message was potentially lost in translation, especially in Japan.
In order to better communicate our message, I approached the celebrated designer Issay Kitagawa, and in collaboration with the highly accomplished Juri Tsurumi, initiated the commission of a bespoke advert for the Japanese market. This resulted in a record number of Japanese entries and significantly increased exposure for the D&AD awards.
Following our successful collaboration for D&AD, I introduced Kitagawa's work to the Hakkasan Group. I recognized a possible brand development/product design match for their Michelin-starred, dim sum teahouse, Yauatcha. This introduction resulted in Issay's commission to design, print and produce a range of products for their London Soho restaurant.