Work on consistent communication design in a highly flexible production environment

JVCKENWOOD Design, which handles product and brand design for JVC, Kenwood, and Victor, is involved in total brand design, not only in the product development and design process, but also in the promotion of products after their release, with an in-house team handling the process.

Three members discussed the promotion process at JVCKENWOOD Design, which involves collaboration between in-house designers involved in communication design, including planners, graphic designers, web designers, CG designers, and video creators.

A team structure that translates the product concept into promotion with high fidelity.

Ms. Ishiguro, you are in charge of overseeing the entire "JVC Kenwood Store," the official online store of the JVC Kenwood Group. What do you keep in mind when you approach your work?

Ishiguro　As the JVC Kenwood Store is a shopping site that brings together the three product brands operated by the group, we are considering how to build a unified look for the entire store while also building a brand image for each brand. As the site handles a large number of products and genres, and contains a large amount of information, we have established certain rules, and are researching daily with relevant departments at JVC Kenwood headquarters to find the best way to effectively display the key visuals and catchphrases created by our in-house promotion team in the store.

It's always a challenge to come up with catchy slogans and visuals that are key to the campaign pages while capturing the various different selling points for each product, and since we proceed according to the annual schedule of campaign measures, it feels like we're running a weekly publication. In order to further increase awareness and sales, we are creating a lively atmosphere while implementing various campaigns, while also considering future policies from a branding perspective.

JVCKENWOOD STORE

Do you think there are any rewards or advantages to having an in-house team handle the promotion of products created by JVCKENWOOD Design?

Ishiguro　Because it's an environment where our in-house designers are working closely with us on product and brand development, I think one of the advantages is that we can have lively discussions on a regular basis in order to reflect the product concept and worldview in promotions in as pure a state as possible.Because we can simultaneously carry out campaign measures for multiple models, we are able to create a sense of unity or even deliberately adopt opposite expressions, so it's also rewarding to be able to have creative control while overseeing the brand as a whole.

Kokura　I think that practicing promotions that are possible only in this environment is a distinctive feature of JVCKENWOOD Design's communication design. For example, in a promotional project for the HA-NP1T wireless earphones, developed under the Victor brand with the concept of an "accessory feel," we created image visuals while consulting with in-house product designers. With the CG and video that I'm in charge of, there's a lot that can only be learned by directly hearing about the appeal of the product from the person in charge, so I think there's a great benefit in being able to immediately share images with designers working nearby.

HA-NP1T product site

A highly flexible production environment where you can take on various roles for each project

Mr. Sasaki, you originally started your career as a product designer and are now working in communication design. Do you think your experience across disciplines has been put to good use in your work?

Hiroshige　That's right. I originally designed earphones, video cameras, televisions, and other items, so I think it's easier for me to grasp the key points of a product that product designers want to communicate. On the other hand, I've also gained a perspective since taking on communication design, so recently I've become conscious of making proposals that are possible because I understand both sides' feelings. At JVC Kenwood Design, I sometimes take on various roles for each project, so I feel like I'm constantly learning new things while I'm working. Right now, we're all sharing information to study CG animation, and I feel like my workplace has a school-like atmosphere.

Kokura　It's great to be able to exchange information in a casual atmosphere. The advertising industry and CG technology related to promotions change quickly, so I actively participate in exhibitions and events to gather information.

Also, at a typical production company, when creating a video, the director, planner, cameraman, etc. are all in charge of their own jobs, but at JVCKENWOOD Design, depending on the scale of the promotion, graphic designers can come up with the content of the video, write storyboards, and even be present at the shooting site, so I think one of the features is that they can work on production without being bound by discipline.Of course, there are constraints such as schedules and costs, but I think it is an environment with a great deal of freedom.

Ishiguro　Many employees participate in external workshops and webinars, and I'm grateful that the company has an atmosphere that supports employees' learning.

Taking on the challenge of promoting the brand while incorporating new expressions

In promotion, it seems necessary to adjust and update direction in line with changing trends and technology, but have you noticed any changes in the way you've worked so far?

Kokura　I feel that the number of places where CG and video are displayed is increasing every year. One video is often displayed in a variety of media, including YouTube and social media, as well as web advertisements, events, and in-store displays, so I think it can be difficult to come up with an expression that resonates as much as possible across the board. 3D content is also increasing on websites that previously only contained still images, and I feel that in the future we will need to create content without being limited to one style of expression.

Hiroshige　When creating content for the website, we are conscious of creating content that users will not get bored of, such as incorporating mechanisms that allow them to choose their favorite design from a wide range of products so that they can enjoy viewing it.

I'm also currently in charge of creating content for social media posts for the Kenwood brand, which is expanding in the US, and recently I've been focusing on creating short vertical videos in particular. Disseminating information to overseas users spreads in a different way than domestic social media promotions, so we're currently experimenting to see what kind of content will resonate. The local JVCKENWOOD staff have also started creating their own content after seeing the videos we've produced, so I think it's become a mutually inspiring project.

KENWOOD USA Official Instagram

Finally, please tell us what you would like to work on in your future work.

Ishiguro　As the JVCKENWOOD Store is at the forefront of online customer touchpoints, we would like to work on branding that will further develop our three long-established product brands. Our strength is that we produce work in-house that would typically be outsourced to advertising agencies, and going forward, we would like to further strengthen collaboration between departments and work on consistent branding that is possible only because we can implement it in a seamless manner.

Kokura　I try to incorporate original elements as much as possible and am conscious of trying to create expressions that have never been produced in-house before, but in the future I would like to aim for visuals that convey the unique character of the product and brand at a glance. If the expressions become too formulaic, they lose interest as promotions, so I would like to continue working on a variety of visual expressions, taking advantage of the JVCKENWOOD Design environment, where I can be involved from the product development stage.

Hiroshige　I believe there is still much potential for development in the communication design of the JVCKENWOOD Group, so I would like to work on activities to further broaden our recognition to a wider audience. I want to think about how to deliver information in a way that can be enjoyed by various users, while constantly considering whether new forms of expression can be incorporated so that we can appeal not only to our target audience but also to others.