SHIBUYA CITY VISION
Logo
Poster
Hand Book
Reference Book
CD
Movie
SHIBUYA CITY VISION
A Citizen-Friendly Approach to Public Documents
Rebranding of Shibuya City’s “Basic Concept,” renewed for the first time in 20 years. Government documents are often complex and unapproachable, making it difficult to draw public interest. To address this, the vision designed to foster collaboration among citizens and businesses was translated into accessible language and visuals, becoming a guide rooted in daily life.
The concept centered on city development through diversity, structured around seven fields: childcare, education, welfare, health, disaster prevention, environment, spatial design, culture, and industry. To ensure longevity, illustrations avoided overly specific imagery, instead using metaphor and symbolism to leave room for interpretation and reach diverse audiences.
The handbook paired prose poetry for children with the original text for adults. A theme song was produced in collaboration with a Shibuya-based artist, while animated illustrations and thematic posters were installed in local schools, embedding the vision naturally into everyday life.
市民に寄り添う行政文書のかたち
20年ぶりに刷新された渋谷区「基本構想」のリブランディング。行政文書は一般には難解で馴染みにくく、関心を集めにくい課題がありました。そこで多様な人や企業との協働を促す構想を、市民に親しみやすく伝えるために言語とビジュアルを整え、暮らしに寄り添う道しるべとしました。
「基本構想」は多様性を力に変える街づくりを軸に、子育て・教育・福祉・健康・防災・環境・空間デザイン・文化・産業振興の七分野で構成。長期的に活用されるため、具体的すぎるビジュアルは将来との乖離を生む恐れがあります。比喩や象徴を織り交ぜたイラストで解釈に広がりを残し、幅広い層に届く視覚表現としました。
ハンドブックでは子ども向けに散文詩、大人向けに原典テキストを掲載。渋谷を象徴するアーティストと協働してテーマソングを制作し、イラストをアニメーション化した映像や各分野をテーマにしたポスターを区立小中学校に掲出。日常の暮らしに自然と溶け込ませました。
Client
SHIBUYA CITY
Creative Team
Creative Director : Hidemitu Kitamoto (Dentsu)
Art Director : Yoshinaka Ono (Dentsu)
Copy Writer : Yohei Ugaeri (Dentsu)
Account Supervisor : Momoko Nakai (Dentsu)
Account Supervisor : Takao Satake (Dentsu)
Creative Producer : Aki Daisho (Dentsu CF)
Designer : Takeshi Sato (DISH)
Designer : Syunta Watanabe (DISH)
Illustrator : Mizuki Goto
Printing Director : Mitsuo Yoshinaka (Dentsu ODG )
Producer : Atsushi Suzuki (TYO MONSTER)
Production Manager : Saki Hiroi (TYO MONSTER)
Production Manager : Chihiro Murakami (TYO MONSTER)
Director : Tomomi Komazaki (TYO)
Animator : Tomomi Komazaki (TYO)
Eeditor : Tomomi Komazaki (TYO)
Music Producer : Toshiki Tan (BACKSLASH)
Music Assistant Producer : Tai Miyauchi
Lyrics : Yohei Ugaeri (Dentsu)
Music : Hideki Kaji
Arrangement : Tatsuki Hashimoto
Vocal : Maki Nomiya
