Dotline Branding Saita Faalepisinisi by Tomohiro Kaji

Dotline Branding Saita Faalepisinisi by Tomohiro Kaji is a highly esteemed winner of the very prestigious 2025 A' Design Award Auro in Mamanu Upega Tafailagi Competition Category.

AuroUpega· 2025

Dotline Branding Saita Faalepisinisi

by Tomohiro Kaji

Client: Dotline Co., Ltd.

A' Design Award Auro Winner in Upega Category

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Verified Award Winner
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Colors

The Design

About Dotline Branding Saita Faalepisinisi

O lenei tulaga faatekinolosi numera e faʻaalia ai se faiga mamanu fetuutuunai e tuʻufaʻatasia ai le faasinomaga o le pisinisi ma anotusi eseese i totonu o se fausaga tasi. Na atiina ae ma le amata muamua i telefoni atamai, ma faʻamautinoa ai le mafai ona ausia i luga o masini uma. E lagolagoina e le fuafuaga le mafai ona faʻalauteleina aʻo tumau pea le tutusa o le vaai. O ata gaoioiga ma tusitusiga faʻapitoa e faʻaleleia ai le femalagaiga ma le auai, e fatuina ai se fesoasoani manino ma faʻatatau i tagata faʻaoga, ua faʻapipiʻiina mo manaoga o tautua e faʻatatau i soifuamanuia. O le faiga vaega e mafai foi ona faʻalauteleina ma fetuutuunai i le lumanai, e lagolagoina ai faʻafouga malosi pe a tuputupu aʻe anotusi ma laina tautua i le aluga o taimi.

The Recognition

About the A' Design Award Auro

O le A' Design Award Auro na manumalo ai Dotline Branding Saita Faalepisinisi, o se faamaoniga matuā mamalu e tuuina atu i mamanu o le tulaga muamua, matagofie ma maoaʻe. O ē manumalo i le Auro o galuega fou tele, matuā vaai i le lumanaʻi ma susulu e faaalia ai le atamai, le poto ma le tomai o tagata mamanu. E faamoemoeina Dotline Branding Saita Faalepisinisi e avea ma mea fou e matuā vivii, e faatulaga ai uiga fou ma tetele, e tuuina mai ai se tau e leʻi iai muamua. O lenei mamanu na manumalo i le A' Design Award Auro o se galuega ofoofogia, ua faaaloalogia, e aogā tele ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Dotline Branding Saita Faalepisinisi e fatuina ai lagona malosi o le manaʻo, faaosofia le tuinanau, faalauiloa le fatufatuaʻi ma faamalosia i tatou.

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.