A Narrative Approach to Modern Branding: Nobuya Hayasaka Shares His Perspective

Rather than a single static piece, it is the "total branding" projects I undertake that best represent my philosophy. I believe my greatest strength lies in the "multiplication" of skills—combining graphic design, video production, and spatial design. The brand video for "Randy" is a perfect example of this. It required not just video editing skills, but a deep understanding of graphic composition, motion, sound, and visual effects to fully capture and elevate the brand's essence.

To be precise, I am an art director, not a clothing designer. However, I have always been fascinated by the fashion industry because it represents the ultimate form of branding and self-expression. What motivates my creative journey is the desire to solve my clients' challenges. Translating a brand's invisible philosophy into a tangible, logical visual design—whether through a powerful video, graphics, or space—is what keeps my passion alive. I design not for my own artistic ego, but for the success of my clients.

It is a balanced mix of both, but I always strive for "calm logic" amidst the creative chaos. Because I handle multiple disciplines—from graphic design to video editing and spatial direction—my day involves constantly switching between different creative gears. I also teach design at a professional school, so I spend a lot of time calmly verbalising abstract ideas with my team before diving into the intense, sometimes chaotic process of bringing those ideas to life.

Logic, multiplication, and client-focused.

For a long time, I struggled to win local design awards in Japan and even experienced the despair of receiving zero votes. My "aha" moment came when I realised that evaluation axes differ worldwide. When we completed the brand video for "Randy," I felt we had created something with a universal visual language that transcended cultural and linguistic boundaries. That confidence made me realise it was meant for an international stage like the French Fashion Awards, not just a local competition.

As an art director, my boldest idea would be to completely blur the lines between physical space and the digital realm. I want to create a comprehensive brand experience where all visual expressions—including graphic design such as logos, video production, and fashion—become an ever-evolving narrative.

I wish the trend of prioritising ultra-short, fast-consuming content purely for quick engagement would slow down. Instead, I would love to see a strong comeback of brand storytelling that takes its time and carefully utilises pauses to convey its message. In an age of endless scrolling, taking the time to craft a logical and emotionally resonant narrative leaves a much more lasting impact on the audience's heart.

For me, design is not pure art; it exists primarily to solve the client's problems. Therefore, commercial demands and client needs are not restrictions, but rather the very foundation of my work. I find my artistic freedom within those constraints. By using logical thinking to visualise the client's invisible thoughts, I naturally strike a balance where the final output is both commercially highly effective and artistically beautiful.

Although I possess a wide range of design skills, including graphics, web, video, spatial design, and 3D modelling, the deeper I delve into each field, the more I realise there are realms I cannot reach alone. I believe that collaborating with individuals who have skills and perspectives beyond my own creates a great chemical reaction. Therefore, I would love to work with specialists from different fields, such as sound creators, copywriters, and pattern makers.

To me, success means serving as a reliable "compass" for the client. True success is achieved when my design accurately visualises the client's philosophy, resonates deeply with the target audience, and helps the brand navigate toward its goals. If my work can solve their problems and create a lasting positive impact on the client's business, that is the ultimate victory. Fame is merely a byproduct of that process.

I believe fashion will evolve far beyond physical garments, becoming a holistic experience that seamlessly integrates digital media, virtual spaces, and physical retail. In the next decade, I see myself positioned exactly at that intersection. Utilising my diverse skills in graphic design, video production, and spatial design, I aim to be the art director who comprehensively designs these multidimensional brand experiences from the ground up.

I would say: "Don't run away from defeat, and remember that there is always more than one evaluation axis." I spent 10 years struggling and failing to win a local design award, which made me feel like I had no talent. But once I looked at the world, my work was highly evaluated globally. Accept your losses, find your unique combination of skills (your own "multiplication"), and keep challenging yourself without fearing zero votes.

"You don't have to be a born genius to create something world-class." By combining your unique experiences, mastering logical thinking, and sincerely facing your clients' needs, even an ordinary person can break through barriers and reach the global stage. Embrace your own unique "multiplication," don't be afraid of the mud, and never stop moving forward.