INTERVIEW
Contributing to People and Society through Creative Power
Koki Ikeda
Art Director, Joined in 2018
ー What kind of work do you do?
Design in the Communication Field
My work as a designer can be divided into three main areas: product design, space design, and communication design that connects Shiseido and its brands with customers. As an art director in the communication field, I handle graphic design and direction for promotions and campaigns, including creating materials like commercials, social media content, advertising posters, and in-store tools. I also respond to requests from related facilities, which may involve logo development.
ーWhat do you find fulfilling about your work?
Feeling That I’m Contributing to People and Society
The greatest fulfillment for me comes from the feeling that my work contributes to people and society. I’ve always believed in using creativity to make things better, and I actively seek out projects that promote social contribution. Initially, I worked as a designer under the guidance of art directors, but recently, I’ve started to lead the art direction for some commercials and tools for brands I’ve been involved with for years. Although it’s challenging, overcoming those obstacles and receiving positive feedback on the finished commercials gives me a significant sense of achievement.
ー What strategies do you use for better work?
Valuing Different Perspectives to Achieve Better Outcomes
In advertising production teams, many different roles contribute, and while everyone shares the same goals, their perspectives and priorities can differ greatly. I aim to embrace and understand those differences while remaining steadfast in my design principles. For example, if a brand's marketing team requests that we include promotional copy on a poster, I might find that too much text could make it look cluttered and difficult to read. In such cases, I propose streamlining the poster’s information and suggesting that we emphasize the message through in-store POP displays instead. This kind of dialogue helps us achieve a better final output.
ー What made you decide to join the company?
Attracted by the Culture of Nurturing Creativity
I majored in advertising communication at art school, and during my studies, I often learned about Shiseido’s creative work from the 70s and 80s. I admired how they launched colorful printed posters to uplift Japan during a time of scarcity and supported emerging creators with initiatives like the "MY CRAYON PROJECT," which aimed to nurture not just their business but the broader culture as well. Although I wasn’t particularly focused on cosmetics during my student years, I felt that I could solve challenges through creative communication at this company.
ーTell us about a memorable project.
Setouchi Project
In 2022, we became a sponsor of the Setouchi International Art Festival, which led to the launch of a project focused on addressing the challenges faced by the islands in the Seto Inland Sea through creativity. I eagerly volunteered to participate. Visiting Ogijima, an aging island in the Seto Inland Sea, I spoke with residents and experienced the island's culture. Together with my team, we’re working on how to creatively showcase the island’s rich traditional food culture, which is something I believe should be preserved for future generations.
Creating the Shiseido Creative Logo
In 2022, Shiseido's creative division became independent and established "Shiseido Creative Co., Ltd." I collaborated with a senior art director on the internal competition for the new company’s logo. We refined a proposal together, which was ultimately selected, and I was thrilled. I also designed items like logo-embossed envelopes and business cards, which felt like a significant responsibility. I aimed to honor the aesthetic principles passed down for 150 years while also bringing in a fresh perspective that fits the modern era.
Design Competition for Public Institutions
I had the opportunity to participate in a competition to refresh the design of a public institution. I proposed new document formats and pictograms that aligned with the institution's mission. Although it didn’t lead to a win, working closely with the creative director from concept development to presentation allowed me to experience the role of a design lead at a pace I don’t usually encounter in my daily work, which was invaluable.
ーTell us about your work environment and relationships with coworkers.
A Supportive Environment with Great People
I work in a very supportive environment with many kind people, making it easy to ask for help. I respect my colleagues and learn a lot from them. One piece of advice that has stuck with me is, "Don’t just generate ideas; also maintain a strong perspective on how to choose among them." I believe that as I learn and improve my skills, I’ll be given opportunities to take on new challenges, fostering my growth.
ーWhat are your future goals?
To Become a Reliable Presence as Both a Person and a Creator
I’ve noticed that the beauty industry and creative fields are changing rapidly. New technologies and services are emerging constantly, and trends are shifting. Without an understanding of these changes, it would be challenging to devise effective plans or designs. I want to maintain a flexible attitude, actively engage with new ideas, and not fear change as I continue to update myself. Ultimately, I aspire to be a reliable presence who contributes to society through creativity, both as a person and as a creator.
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