Satofull
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Satofull
Donations in Motion, Communities Alive
Branding for “Satofull,” a hometown tax portal operated by the SoftBank Group in partnership with over 1,400 municipalities. The service provides one-stop support—from donation processing to delivery of return gifts and administrative outsourcing—helping communities thrive.
The name “Satofull” conveys the idea of maximizing hometown potential and gathering its charms in full. Its logo, inspired by Japan’s oldest currency Wadokaichin, incorporates the characters for “Satofull” inside the coin. Designed with an anagram-like form, it can also be read as “Furusato,” symbolizing the bond between people and regions through donation.
The key visual combined regional specialties—sea bream, octopus, chicken, rice, vegetables, sake—with the treasure ship motif used for shrine offerings. It depicted how these local bounties circulate into daily life, showing hometowns enlivened through the flow of donations.
寄付がめぐり、ふるさとが息づく
ふるさと納税ポータルサイト「さとふる」のブランディング。ソフトバンクグループが運営し、全国1,400以上の自治体と連携。寄付の受付から返礼品の配送、自治体業務の代行までをワンストップで支援し、地域の活性化に寄与するサービスです。
ネーミングには「ふるさとの力をフルにする」「ふるさとの魅力がフルに集まる」という想いを込め、「さとふる」と命名。ロゴは日本最古の通貨である和同開珎をモチーフに、貨幣の中に「さとふる」の文字を組み込みました。アナグラム的な造形とすることで「ふるさと」とも読め、寄付を通じて人と地域をつなぐ象徴としました。
キービジュアルでは、鯛や蛸、鶏、米や野菜、酒などの特産品を宝船のモチーフと融合。全国から集まる恵みが人々の暮らしへと巡り、寄付を通じてふるさとが息づく姿を描き、地域と都市を結ぶ物語を視覚的に表現しました。
Client
Satofull Co., Ltd.
Creative Team
Creative Director : Yoshinaka Ono (Dentsu)
Art Director : Yoshinaka Ono (Dentsu)
Designer : Yoshinaka Ono (Dentsu)
Copy Writer : Dai Hirose (Dentsu)
Producer : Akiko Hoshino (Dentsu CF)
Designer : Takanori Kimura (TAKI CORPORATION)
Designer : Tetsuya Utsumi (TAKI CORPORATION)
Designer : Ryusei Sakiyama (TAKI CORPORATION)
Illustrator : Shinji Kawamura
-AD Photo-
Photographer : Ryohei Takanashi (acube)
Retocher : Takuya Tsugane (RIZING)
Photo Producer : Ryo Ikeda (amana)
Photo Producer : Yuki Arii (amana)
Stylist : Daisuke Iga
Stylist : Junko Haseo
HairMake : Daisuke Takahashi
HairMake : Misaki Funato
Food coordinator : Yukiko Katsumata
Producer : Akiko Hoshino
Account Director : Yoshikazu Furuta
