The society we live in is composed of various artifacts including technologies, materials, information, and systems that significantly impact our daily lives. One could even say that the values these artifacts bring to society are determined by how they are designed. The essential values we consider are not merely quantitative measures defined by technological and material advancements such as multi-functionality or high performance. Instead, it is something that arises from designing qualitative richness, including the meaning of a product beyond its functionality, the intuitiveness based on human cognitive characteristics, and the beauty and comfort resonating with the senses. We believe that pursuing design rooted in humanity is the driving force for integrating products into society and generating innovation.

Right issue, right solution

We define the right problems and design the right solutions. While design has the power to make things appealing through the use of color and form, our work goes beyond creating superficial differences. By continually questioning why a particular design is necessary, we delve into the root causes of the problem and design fundamental solutions. We are not afraid to boldly reassess the very framework of the problem when necessary, approaching problem-solving with a creative perspective that challenges conventional wisdom.

Sense & logic

We approach design from both a sense and logic perspective, dynamically driving projects forward. Our true strength lies in our ability to bridge the gap between the current state and the ideal through intuitive creative leaps that cannot be derived from theoretical thinking alone. While we value this subjective sense, we also ensure that our designs are objectively validated and logically explained, facilitating smooth communication with clients and partnering with them to realize their vision.

Co-Creation

We integrate diverse expertise and values, creating a catalytic reaction in product development through design. The challenges we face in society today are becoming too complex to be solved by considering a single product or service alone. Addressing these intricate issues, which intertwine with various fields such as technology, environment, and ethics, requires a multifaceted approach to design essential solutions. Within our projects, we function as a hub for co-creation, where stakeholders such as engineers, marketers, executives, and consumers engage in dialogue, generating the wellspring of innovation.