Dotline Branding Paetukutuku Pakihi by Tomohiro Kaji

Dotline Branding Paetukutuku Pakihi by Tomohiro Kaji is a highly esteemed winner of the very prestigious 2025 A' Design Award Koura in Hoahoa Paetukutuku me te Tukutuku Competition Category.

KouraTukutuku· 2025

Dotline Branding Paetukutuku Pakihi

by Tomohiro Kaji

Client: Dotline Co., Ltd.

A' Design Award Koura Winner in Tukutuku Category

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Colors

The Design

About Dotline Branding Paetukutuku Pakihi

Ko tēnei papātai matihiko he kaupapa hoahoa ngāwari e whakakotahi ana i te tuakiri tohu me ngā ihirangi kanorau ki roto i tētahi hangahanga kotahi. I whakawhanaketia ki te aronga waea atamai tuatahi, ka whakarite i te wāteatanga puta noa i ngā pūrere. Ka tautoko te whakatakotoranga i te taunekeneke me te pupuri tonu i te ōritetanga ataata. Ka whakapai ake ngā whakairoiro nekehanga me te momotuhi ā-ritenga i te whakaterenga me te whakauru, ka hanga i tētahi aromata mārama, kaiwhakamahi hāngai e tika ana ki ngā hiahia o ngā ratonga e pā ana ki te oranga. Ka tukuna hoki e te hōputu kōwae te whanuitanga me te urutaunga ā-muri ake nei, ka tautoko i ngā whakahoutanga hihiri i te wā e tipu haere ana ngā ihirangi me ngā rārangi ratonga.

The Recognition

About the A' Design Award Koura

Ko Dotline Branding Paetukutuku Pakihi te toa o te A' Design Award Koura, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke tuatahi, whakamīharo me te hiranga. Ko ngā toa Koura he mahi tino auaha, he tirohanga mamao, he kanapa ahi, e whakaatu ana i te pūmanawa, te mātauranga me te tohungatanga o ā rātou kaihoahoa. E tūmanakohia ana ko Dotline Branding Paetukutuku Pakihi he hanganga tūnga e whakatū ana i ngā ia, he whakanuia rawa, e kawe mai ana i te uara kāore anō kia kitea. Ko tēnei hoahoa i toa i te Koura he kaupapa whakamīharo, whakahonoretia e whakawhānui ana i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ka whakaara a Dotline Branding Paetukutuku Pakihi i te hiahia nui, ka whakaoho i te kaingākau, ka whakatenatena i te auaha, ā, ka whakamīharo i a tātou.

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.