SETOUCHI DMO, Tomohiro Muraki｜Direction
Chapter White, White Mika｜
CREATIVE "GARDEN", Takayuki Ishii｜
Art direction, Graphic design
CHUGOKUSHIKOKU HAKUHODO Inc,
Kenichi Ganaha｜Project management
CINRA, Inc.｜Web direction, Web design
LifeMarket co. ltd., Keiichi Moto |
Photo direction, Photo shooting
Seto Inland Sea is well known for its archipelago and calm current. In his travel notes, the German geographer Ferdinand Freiherr von Richthofen described the area as an ‘Inland sea’ when he visited Japan in 1860, which is the reason why the area is called by its name today.
In 2014, the number of foreign visitors in Japan reached over 13 million, and it is aimed to reach 20 million people by 2020. The Japanese government has been practicing an organisation called DMO (Destination Management Organisation) as part of their inbound policy in order to widen the field of tourism for foreign visitors. DMO is designed to enhance the tourism resources in various regions of Japan, in which Setouchi DMO has the biggest scale.
In 2017, SETOUCHI REFLLECTION TRIP was fully renewed in order to further develop SETOUCHI DMO. The project took on the concept making, naming, VI development, Key visual designing and the creation of branding guidebook for Setouchi DMO.
Setouchi region lacked clarity in their target and continuity due to the surrounding prefectures having too many attractive factors, and the difficulty of managing the whole area as ‘Setouchi’. Another problem was that foreign visitors only visited the popular sites, as they may have been traveling in an organised tour with a set schedule – and this constraint hid the minor beauties of the area. In the near future, however, organised tourisms are said to develop into ones which are based on personal experiences rather than mere popularity of the travel sites – therefore, the ability to offer a personalised travel in Setouchi will be important in this project to further advertise the hidden beauties in the area. In order to reach this target, both acceptable concept and contents were required to fully bring out the hidden attractions of Setouchi.
The word ‘reflection’ was chosen for its meanings, which are:
1 To throw back (heat, light, or sound) without absorbing it.
2 To think deeply or carefully about something.
The thought behind this decision was the thought about the people visiting the islands of Seto Inland Sea, thinking that they aren’t merely there to do sight seeing, but there to take a quiet trip – which radically changes the speed of the actions. The idea was to imagine the people looking at the calm, mirror-like surface of the water whilst they also reflect upon themselves in a quiet environment, allowing them to spend as much time as they want in the beautiful sites, which made the project to be called SETOUCHI REFLLECTION TRIP.
CONCEPT AND NAMING
Using reflection and island for the logo in a way that it is easy to recognise on paper as well as on SNS. The colour used in the logo resembles the emerald water of Seto Inland Sea.
The visuals were made through imagining the beautiful archipelago, the glorious colors and the time spent in Seto Inland Sea.
Even when I was living in London, I often heard the name of Setouchi. When I first visited the place, the area was overwhelmingly wide and there were so many different cultural factors that made the place vividly burn into my mind. I wondered what the visitors would think of this place, what they would gain from their visit and what they would take home with them, as well as how they would spend their time here, in order to form the concept, visual design and the contents of this project – which directly linked to the idea of designing a personalised trip for the future visitors.