Tokyo Metropolitan First Commercial High School Design & Branding SCHOOL UNIFORMS FROM OUTER SPACE! by Dentsu Inc. Tokyo


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Industry Education
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Yorichika Nishijima, Sayako Ishida
Released February 2012

Credits & Description

Category: Promotional Item Design
Agency: DENTSU
Creative: Yorichika Nishijima (Dentsu)
Creative: Sayako Ishida (Dentsu)
Public Affairs Manager: Koji Terada (Japan Aerospace Exploration Agency)
Senior Manager: Katsuya Terasawa (Japan Aerospace Exploration Agency)
Media placement: Symposium - AKIHABARA Convention Hall - 27 Feb 2012
Media placement: Newspaper - Yomiuri Newspaper - 25 Feb 2012
Media placement: Internet - Yahoo Japan, Etc... - 25 Feb 2012

Describe the brief from the client
As more and more high school students decide to continue their studies
at university, interest in vocational high schools is falling
nationwide. Tokyo Metropolitan First Commercial High School, which has
been training students for 94 years, was also facing this crisis.
Seizing the opportunity of its change in school uniform design, the
principal asked us to come up with a way to capture the interest of
middle school students and their parents.

Describe the challenges and key objectives
We looked at the lyrics to the school song of Tokyo Metropolitan First
Commercial High School and noticed that the word 'sky' appeared 4
times, a sign of the school’s high ambitions. With this in mind, we
decided to use a photo taken from the Michibiki GPS satellite, which
gives guidance to people on Earth, and design the world’s first 'school
uniforms from outer space'.

Describe how you arrived at the final design
A photo of the Earth was taken by the Michibiki GPS satellite on June 3 to mark the anniversary of the school’s foundation. Because
students would wear the uniforms every day, we wanted a design that
would remain fresh and would be appropriate for such a big part of their
lives. So we positioned the small but symbolic Earth image on the
uniform, then drew an arc with a stripe to express the orbit of the
satellite. We also incorporated the Japanese characters for /michibiku/,
which means 'guide' or 'lead the way', inspired by the name of the
Michibiki satellite.

Give some indication of how successful the outcome was in the market
The uniform design was picked up by newspapers and online media
nationwide. A newscaster on TV Nihon even wore one during a broadcast.
Lots of positive comments about the tiny Earth photo on the uniform were
posted on Twitter. The design was even showcased by JAXA in an official
space-themed event. The publicity led to lots of donations and messages
of support from graduates of the school, along with a huge increase in
applications - from just barely reaching capacity the previous year to
a huge influx of applicants just 2 weeks after the announcement.
(Capacity: 168 students; 2011 applicants: 174 -> 2012 applicants: 210)