We recently had the amazing opportunity to travel to Kyoto and Tokyo to do a deep dive into Japanese culture to better understand how design can be used to impact MetLife’s global marketing. And to truly understand Japanese design, we dug deep into the sociological and historical context of this rich culture and how it manifests in design and advertising today.
Starting in Kyoto, we worked with a partner agency HI(NY) who helped us become immersed in the design idioms of Japan as we collaborated with the MetLife team. There was so much so much to take in, literally thousands of years of design decisions that has all forms of Japanese design. We learned about Japanese Zen Garden design, architecture, painting, textiles, and the culture of Kawaii—all of which connected the dots to the design we see today.