Dotline Branding Lub Vev Xaib Tuam Txhab by Tomohiro Kaji

Dotline Branding Lub Vev Xaib Tuam Txhab by Tomohiro Kaji is a highly esteemed winner of the very prestigious 2025 A' Design Award Kub in Tsim Vev Xaib thiab Kev Tsim Vev Xaib Competition Category.

KubVev Xaib· 2025

Dotline Branding Lub Vev Xaib Tuam Txhab

by Tomohiro Kaji

Client: Dotline Co., Ltd.

A' Design Award Kub Winner in Vev Xaib Category

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Verified Award Winner

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Colors

The Design

About Dotline Branding Lub Vev Xaib Tuam Txhab

Lub platform digital no nthuav tawm ib txheej txheem tsim kho yooj yim hloov tau uas sib koom ua ke cov yam ntxwv ntawm cov khoom lag luam thiab ntau yam ntsiab lus rau hauv ib cov qauv sib koom. Tsim los nrog kev pib siv xov tooj smartphone ua ntej, nws xyuas kom muaj kev nkag mus tau thoob plaws txhua yam khoom siv. Cov qauv kev teeb tsa txhawb nqa kev loj hlob tau thaum tseem khaws kev pom kev sib xws. Cov duab txav thiab tus qauv ntawv tshwj xeeb txhim kho kev taw qhia thiab kev koom nrog, tsim ib qhov chaw siv uas meej thiab tsom rau cov neeg siv uas haum rau cov kev xav tau ntawm cov kev pab cuam txog kev noj qab haus huv. Hom qauv modular kuj tso cai rau kev nthuav dav thiab kev hloov kho yav tom ntej, txhawb nqa kev hloov tshiab uas muaj zog raws li cov ntsiab lus thiab cov kab kev pab cuam hloov zuj zus mus rau lub sijhawm.

The Recognition

About the A' Design Award Kub

Dotline Branding Lub Vev Xaib Tuam Txhab yog tus yeej ntawm A' Design Award Kub, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim qib ib, zoo kawg nkaus thiab tshwj xeeb. Cov neeg yeej Kub yog cov khoom tsim tshiab heev, pom deb heev thiab ci ntsa iab uas qhia txog kev txawj ntse, kev txawj thiab lub zog ntawm cov kws tsim qauv. Dotline Branding Lub Vev Xaib Tuam Txhab xav tias yuav yog ib qho kev tsim uas tau txais kev qhuas ntau, tsim kev nyiam tshiab thiab loj uas ua rau muaj nqi tsis tau muaj dua. Cov qauv tsim yeej A' Design Award Kub no yog ib qho haujlwm zoo kawg nkaus thiab muaj kev hwm uas pab tau ntau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Dotline Branding Lub Vev Xaib Tuam Txhab ua rau muaj kev xav tau heev, txhawb kev mob siab, txhawb kev tsim tshiab thiab ua rau peb xav tsis thoob.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: We designed a corporate website centered on Dotline’s new identity, "Social Heroes," to communicate its brand philosophy and diverse business expansion. The platform conveys Dotline’s commitment to local communities while showcasing its multi-faceted operations in medical, welfare, and education.

To ensure brand consistency with content diversity, we developed a cohesive yet flexible design system. It integrates company philosophy, business insights, and employee stories within a unified aesthetic, creating a dynamic platform that reinforces Dotline’s leadership in the welfare industry.
Dimensions & Packaging: Optimized for Smartphone Devices: Apple iPhone 11 or higher / Google Pixel 7 or higher. PC: Width 1080, Tablet
Tags: Social Heroes, Brand Identity, Responsive Web Design, UI/UX Design, Motion Graphics, Typography, Corporate Website, Recruitment Branding, Medical and Welfare, Visual Storytelling
Production Technology: Dotline’s corporate website is a testament to progressive design, seamlessly merging aesthetic excellence with functional clarity. With a mission to reshape the welfare industry, the site embodies Social 3.0, delivering a compelling narrative-driven experience that reflects Dotline’s multifaceted expansion across medical, educational, and professional sectors with smartphone-first adaptability ensureing seamless usability across all devices, maintaining a fluid, intuitive user experience.
Design Challenge: The challenge was to balance brand consistency and diversity across 21 businesses, integrating philosophy, business insights, and employee engagement into a cohesive identity. The "Social Heroes" concept unified employees and attracted job seekers by emphasizing teamwork and social contribution. The site was optimized for smartphones, ensuring seamless responsiveness, while custom typography and animations enhanced brand storytelling in a lightweight, engaging interface.
Research: This project was based on qualitative research to identify challenges in Japan’s medical and welfare industry and enhance recruitment and brand recognition through a redesigned brand identity.

Research Objective:
To analyze the declining interest in employment within the industry and assess how brand recognition impacts recruitment, ultimately developing an effective design strategy.

Research Methods & Data Collection:
We conducted interviews with employees and job seekers and further analyzed web analytics and digital advertising performance to evaluate the effectiveness of the brand strategy.

Participants:
The research involved employees, job seekers, affiliated company staff, and corporate executives.

Results & Insights:
Findings revealed that brand perception and job seeker engagement significantly influence recruitment success rates. The introduction of a new visual identity, digital platform, and advertising strategy resulted in a 160% increase in mid-career hires and a 340% increase in new graduate hires.

Impact:
This research-driven design approach successfully addressed corporate recruitment challenges and set a new industry benchmark for brand building. It serves as a demonstration of design’s impact on both business and society.
Inspiration: Our inspiration for the design stemmed from Dotline’s dynamic flexibility and diversity, reflected in its multifaceted business expansion across from medical, education, and accounting. To represent this versatility, we structured the site into three distinct sections with a unique design format,a custom secondary font alongside the corporate typeface, and illustrations. This approach reinforces Dotline’s adaptability, integrating technical precision with a unified yet flexible brand identity.
Project Duration: The project started in December 2023 and it was launched on August 2024.
Operation Flow: The flow was a meticulously structured process, integrating contents, texts, layouts, and motions into a seamless digital experience with weekly client meetings to ensure continuous refinement, maintaining open dialogues to align every creative decision with the project's strategic goals.This iterative approach enabled us to balance brand integrity with bold creativity, ensuring the final design not only met functional requirements but also elevated Dotline’s visual identity and industry impact.