Interview with Shogo Tabuchi

My motivation comes from solving problems and creating new value through design. Seeing how design positively impacts people's lives and businesses brings me immense joy, and this is the primary reason I chose to become a designer.

Becoming a designer was a path I chose for myself. I was naturally drawn to the field because of its unique blend of creativity and problem-solving, which I found incredibly compelling.

I primarily design websites, branding, and interactive experiences. In the future, I would like to take on large-scale projects that blend digital and physical elements or explore immersive spatial design.

Find your strengths and hone them relentlessly. Be open to feedback, maintain a willingness to take on new challenges, and never stop learning. Staying adaptable to changing trends and technologies is also essential for growth and success.

A good designer creates visually appealing and functional designs. A great designer goes deeper, understanding the problem thoroughly, aligning designs with strategic goals, and crafting solutions that resonate emotionally with the audience.

A great design effectively solves the problem, provides an intuitive and pleasant user experience, and conveys the brand's message clearly. The balance of functionality, aesthetics, and emotional impact is critical when evaluating good design.

Good design enhances user experience, builds brand trust, and drives business success. It fosters deeper connections with the audience and generates long-term loyalty and credibility. In competitive markets, good design serves as a decisive differentiator.

If I had the time, I would design an educational curriculum for design beginners and young creators. It would go beyond teaching skills and techniques, incorporating the fundamental value of design and its impact on society and business.

I aspire to create a platform that connects Japanese digital creators and their works. This platform would spotlight talented creators and projects that often go unnoticed, fostering new opportunities for collaboration and interaction in innovative ways.

My secret to success lies in "curiosity" and "empathy." Constantly thinking from the user’s perspective and deeply exploring what they need leads to designs that resonate emotionally. Additionally, by continually learning new skills and technologies, I can consistently create fresh and valuable work.

Bruno Munari is a significant source of inspiration for me. His designs seamlessly blend aesthetics and functionality, with a playful spirit that reflects profound philosophy. His diverse approaches to education and art demonstrate the potential of design to fulfill a role beyond mere visual expression, contributing to society.

I admire the furniture designs of Ronan and Erwan Bouroullec, particularly pieces like the Rope Chair and Ploum Sofa. These works are simple yet innovative in form, with masterful use of materials. They not only captivate visually but also consider tactile experiences, bringing a special sense of comfort and sophistication to everyday life.

One of the greatest designs I consider is the character design of the Pokémon series. Characters like Pikachu and Charizard from the early series are simple yet brimming with personality. They are universally beloved, appealing to a wide age range, making them outstanding examples of iconic design.

To become a better designer, I believe in three key practices:

Continuously learning and staying aware of trends and technologies.
Actively seeking feedback and refining your work.
Exploring diverse fields to broaden perspectives.
I have applied these principles myself, growing both creatively and strategically.

If I hadn’t become a designer, I would have pursued a career as a music producer or sound designer. Music is a significant source of my creativity, with its power to convey emotions and stories. Like design, music has a profound impact on people, which I find equally inspiring.

Design is the art of problem-solving and value creation. It’s a means of enriching people’s experiences by blending beauty with functionality. Great design has the power to transform ideas into meaningful interactions.

Mentors and colleagues I encountered throughout my career have played a significant role in my growth. Their guidance and collaboration have been invaluable to me.

Valuing curiosity and experimentation has been crucial. Trying new approaches and collaborating with people from diverse fields have broadened my creative perspectives and strengthened my problem-solving abilities.

One major obstacle was finding the balance between creativity and practicality. Learning how to align innovative ideas with client goals wasn’t easy. Another challenge was overcoming a lack of confidence, which I addressed through continuous learning and experience.

I believe it is essential for designers to clearly communicate the intent and story behind their work. Rather than simply showcasing visuals, sharing how the design addressed specific challenges and the process behind achieving the results fosters a deeper understanding and connection. Additionally, combining consistent visuals with concise and impactful messaging makes presentations more effective.

Currently, I am working on building the recruitment branding for a major Japanese company. This project challenges me to visually and experientially represent the company’s culture and values. Moving forward, I aim to continue providing new value through projects that focus on interactive design and enriching user experiences.

My ultimate goal is to create a community where designers can learn from and inspire each other through S5-Style. I envision this platform offering opportunities for emerging designers to showcase their work and connect with other creators and industry professionals. My vision is to grow S5-Style into a trusted design community recognized both in Japan and internationally.

I feel clients and society expect me to bring fresh perspectives and innovative ideas. They also look for design to go beyond aesthetics, contributing to tangible problem-solving and value creation. To meet these expectations, I strive to consistently deliver high-quality outcomes.

Design has the power to solve problems and enrich lives. It can also promote diversity and inclusivity. For example, accessible design helps provide equal opportunities for everyone. Moreover, design can raise awareness of critical social issues through impactful visual messaging.

I am currently excited about a project to develop the recruitment branding for a Japanese company with over 1,000 employees. This project involves not only visually representing the company’s values but also crafting taglines and messages that resonate with both applicants and employees.

The project that brought me the most satisfaction is my portfolio site, S5 Studios. By incorporating fluid navigation and interactive elements, it created a space that embodies my design philosophy.

I hope to see greater diversity and inclusivity in the design industry. As the use of AI and technology continues to grow, I also wish for a renewed appreciation of human creativity and storytelling. Furthermore, I would like design to be increasingly recognized for its social impact and importance.

I believe the design field is moving towards a fusion of physical and digital experiences. For instance, designs leveraging augmented reality and virtual reality will likely become more mainstream, integrating more deeply into people’s daily lives.

The time required depends on the scale and complexity of the project. Smaller projects may take a few weeks, while larger ones can take several months. Effective schedule management and feedback processes are particularly critical for projects involving multiple stakeholders.

I begin a new project with research and thorough discussions. Understanding the client’s goals, challenges, and the needs of the target users is the first step. After that, I organize ideas, refine the concept, and clarify the design direction.

My motto as a designer is to balance "creating designs that resonate with others" and "having the intent to generate unique value." This dual focus has become the foundation, or "axis," of my design career.

I believe both influence each other. Great design can create new trends, but societal and technological advancements often shape the direction of design trends. The key is to remain focused on intrinsic value rather than merely following trends.

Technology serves as a crucial tool for bringing ideas to life. Especially in interactive design and digital projects, leveraging the latest technology enriches the user experience and expands the possibilities of what can be achieved.

I frequently use Adobe Creative Suite and Figma in my daily work. For mockups and prototyping, I utilize a range of tools, from simple sketches to 3D software. A notebook and pen are also indispensable for organizing ideas.

Color, materials, and ambiance significantly impact the emotional resonance of a design. For instance, color shapes the visual impression, materials offer tactile experiences, and ambiance defines the overall feeling of the design. Balancing these elements creates more engaging and effective designs.

I would love for people to ask questions like, "What was your intention behind this design?" or "What kind of impact did you aim to create for the users?" These questions provide an opportunity to share the story and process behind the design.

I think, "Why is this so compelling?" I analyze not just the visual aspects but also the problems the design addresses and how it delivers its intended experience.

An ideal design partner is someone who brings different skills and perspectives while working collaboratively toward a shared goal. I firmly believe in co-design, as it broadens perspectives and fosters greater creativity.

The mentors and colleagues I met early in my career had the most significant influence. They taught me not only the importance of design but also problem-solving and user-centered thinking. Additionally, interactions with clients have often provided new insights and ideas.

One of the books that had the most significant impact on me is Design Rule Index by William Lidwell. What makes this book exceptional is how it explains design principles with concrete examples, making them easy to apply to real projects rather than remaining abstract theories. It has helped bridge the gap between theory and practice, deepening my understanding of design.

Practical experience through real projects has been the most critical factor in developing my skills. I’ve consistently taught myself new tools and technologies and analyzed the works of other creators to expand my skillset. Additionally, I’ve embraced learning from failure and being open to feedback, which has been vital for growth.

I would like to meet my future self to discuss past failures and successes.

Awards and recognition are invaluable as they validate my efforts and achievements. However, fame itself is not my goal. My primary focus is on delivering value to society and people through design.

My favorite place is my living room at home. Surrounded by my favorite furniture, it provides the ultimate space for relaxation and inspiration. The room features a contemporary-designed table and chairs that harmonize perfectly with the space. My favorite color is white, which I often use as a base for furniture and interior design. Enjoying a coffee while reading a book or brainstorming design ideas in this space is my ultimate bliss.

Once, I traveled three hours by bullet train for a client meeting, only to have it canceled because the client was in a bad mood. At the time, it was shocking, but now it’s a funny story I share with colleagues.

The moments when my work is celebrated at awards or events, which happen once a year, are the ultimate joy as a designer. The recognition and feedback I receive in those settings fuel my motivation for new challenges. Even during daily design tasks, recalling those moments gives meaning to my work and propels me toward the next goal.

As a child, I loved drawing and creating things. Back then, I dreamed of becoming a game designer and was deeply fascinated by building imaginary worlds.

I believe the future will hinge on the harmony between technology and nature. A thousand years from now, design will seamlessly integrate into every aspect of daily life, offering more personalized experiences. Sustainability will also evolve into an even more critical theme.

Design is not merely about aesthetics; it’s a tool for delivering value to society and people. I’ll continue to push boundaries and aim to create designs that offer better experiences and ideas. I’m sincerely grateful to everyone who supports me.

S5 Studios, where I work, is a creative studio founded on five values: Shapely, Sharp, Skillful, Splendid, and Supreme. We handle a wide variety of projects, specializing in digital promotion and interactive design, helping artists, fashion brands, and corporations address their challenges.

For me, design is the fusion of problem-solving and value creation. It is more than just aesthetics; it is a means to enrich people's experiences and contribute to businesses and society. Design has the power to visualize ideas and influence emotions and behaviors.

I particularly enjoy designing for brand development and digital promotion. Interactive web designs and experiential installations are especially fulfilling because they allow for deeper connections with users.

One of my favorite designs is the ON recruitment website. This project utilized dynamic typography and custom fonts to deliver an innovative web experience. What stood out was how effectively the company's message, "Unlock Your Fantasy," was visually expressed.

The first project I designed was a website renewal for a small business. However, the first time I felt the true joy of design was when working on an official website for an anime.

While my primary focus is digital platforms like websites and installations, my favorite tools are a notebook and a pen, which help me conceptualize and organize my ideas.

I feel most creative when conceptualizing new projects or collaborating with experts from different fields. Moments of intense focus before deadlines or after refreshing in nature also inspire particularly creative ideas.

I prioritize the purpose and user experience of a design. Ensuring visual consistency, usability, and how the design impacts emotions and behaviors are critical. Additionally, I emphasize conveying the brand's message and story effectively.

Designing evokes excitement, joy, and occasionally frustration. However, when an idea takes shape and provides value to clients or users, I feel a profound sense of accomplishment and satisfaction.

When my designs are realized and receive positive reactions from users or clients, I feel a mix of fulfillment and gratitude. Witnessing how the design impacts and benefits people motivates me to take on new challenges.

A successful design not only looks beautiful but also achieves its purpose and provides value to users. Consistently conveying the brand's message and delivering a sustainable impact are also vital elements.

When evaluating a design, I first consider how effectively it fulfills its purpose. Then, I assess its visual appeal, usability, and the smoothness of user interactions.

Designers have responsibilities towards society and the environment. This includes choosing sustainable materials and processes and conveying socially beneficial messages. Promoting diversity and inclusivity through design is also an important role.

The design field is rapidly evolving with advancements in technology. The rise of AI and interactive design is expanding possibilities. I believe the future of design lies in transcending physical boundaries to deliver personalized experiences for each user.

My next major presentation will be at Adobe MAX Japan in February 2025. I will give a talk on the co-creation of design and AI. This event is a fantastic opportunity to explore the future of design and share my perspectives and projects with a wide audience. Moving forward, I aim to showcase my work through interactive experiences and virtual exhibitions.

I draw inspiration from avant-garde creators across fields, regardless of age or nationality. Recently, I often collect inspiration from Instagram, where diverse perspectives and creativity abound.

My design style combines refined minimalism with bold visual elements. I began exploring this style after realizing the power of design to convey messages intuitively. Its main characteristics include visual consistency, interactive engagement, and storytelling.

I live in Japan, and its cultural heritage, especially the spirit of "wa" (harmony) and minimalist aesthetics, greatly influences my design. The attention to detail and balanced designs are advantageous, but sometimes tradition can slow the acceptance of innovative ideas.

I work closely with clients by clarifying project goals and objectives. I emphasize thorough initial discussions to understand their values and needs. Throughout the design process, I incorporate feedback to achieve optimal results.

When working with a designer, it's essential for companies to look beyond the portfolio and understand the designer's process and thought approach. A good designer excels at solving problems based on objectives and possesses strong communication skills. Additionally, I recommend clearly defining project goals and expectations while fostering a culture of open feedback during collaboration.

My design process involves the following stages:

Research and Discovery: I begin by conducting thorough research and discussions to deeply understand the client's goals and user needs.
Concept Development: I then create sketches and mockups to clarify the design direction. During this phase, I strive to visualize the visual design and interactions as concretely as possible, aiming to elevate the client's needs to a higher level.

A painting by Teppei Takeda
An illustration poster of "Zashiki Warashi"
A Rope Chair by Ronan & Erwan Bouroullec
A vase by Boris Tellegen
A NUJABES-inspired BE@RBRICK

My day begins with brewing coffee and having a light breakfast of bread. I then open my laptop and spend some time surfing the internet for inspiration. Most of my day is dedicated to focusing on design, progressing multiple projects incrementally. In the evening, I relax by watching YouTube, and before going to bed, I enjoy reading a book.

It's essential to find your strengths and keep learning continuously. Embrace feedback from others and adopt a fearless attitude toward challenges. Learning from failures and using them as opportunities for growth is equally important.

A positive aspect is the ability to bring ideas to life and influence people's lives through creativity. On the other hand, balancing self-expression with client requirements or managing deadlines and budgets can sometimes be challenging.

"Never lose sight of the user perspective." While beauty and innovation in design are crucial, the ultimate key to success lies in delivering value to users.

In addition to visual skills, problem-solving abilities, communication skills, and a commitment to continuously learning new technologies and trends are critical for success as a designer.

I use Adobe Creative Suite, Figma, and Spotify as my main tools during the design process.

I prioritize tasks by their importance and set clear deadlines for each stage. Accurate time estimation and planning a realistic schedule help me stay organized and productive.

The duration depends on the scale of the project. Simple designs can take a few weeks, while larger projects may require several months to complete.

I am often asked, "How do you find inspiration?" My answer is, "By staying curious and engaged with the world around me in everyday life."

My most important job experience was directing the art for the ON recruitment website. This project allowed me to go beyond traditional design norms and pursue a unique style that embodied the client’s values. The challenges I faced in this project significantly broadened my perspective on design.

My main clients include artists, fashion brands, manufacturers, and corporate clients.

I enjoy brand development and interactive design because they provide an opportunity to simultaneously achieve visual beauty and practical functionality.

I plan to deepen connections with talented regional and young creators within Japan's digital design community and foster a more vibrant creative environment.

It depends on the project, but I often work collaboratively as part of a team. Collaborating with members who have diverse skill sets helps achieve better results and enriches the creative process.

I am currently working on branding for a company with over 1,000 employees. The project involves meticulous research to define the company’s identity, and I am now developing taglines and visual concepts. Please look forward to the final results.

You can contact me through my website. I also share my work on Instagram.

Design is constantly evolving, and continuous learning is the key to success. I aim to keep challenging myself and exploring new possibilities in design.