Lake TimeArt direction / Branding / Creative direction / Design concept / Graphic design / Logo design
- "Lake Time" Executive Committee
Located at an altitude of 1,400 meters on a highland in Nagano Prefecture, Lake Shirakaba is a compact lake with a circumference of 3.8 km. Surrounded by gentle mountains and white birch trees, it offers a serene and bright landscape. During the 1960s to 1970s, it experienced a boom in winter sports tourism, reaching its peak as a popular destination. However, with the end of the resort bubble in the 1990s, the number of visitors declined, particularly among younger generations. In order to create an opportunity for many people to experience the "comfort of the lake," this event was launched.
The design began with hearing the thoughts and feelings of each project member towards the lake. By unraveling their individual emotions, we were able to capture the essence of the lake in four key words. We then formulated a comprehensive design concept that encapsulates these elements.
Through the surface of the lake, we gently connect and share time together. We thought of a logo design that softly expresses this concept. This event must be loved not only by locals but also by people from outside the prefecture. The members also had the desire to create a gentle space where both children and adults can feel included. The logo design prioritizes a sense of warmth and whitespace that is easily accepted by everyone, avoiding excessive decorations that might resonate with some but exclude others. It was created based on hand-drawn lettering.
The event offered various activities such as live performances, canoeing, sauna, shisha, workshops, and more, providing enjoyable content for people of all ages, from children to adults. At the same time, we aimed to create a free and tolerant atmosphere where people could also enjoy the "time of doing nothing" by the lake. As a result, we witnessed a variety of scenes rarely seen at typical festivals: individuals reading books on a single bench by the lakeside, people walking their pets, others fully immersed in their work while listening to music. The event allowed attendees to freely choose how to spend their time by the lake - whether fully immersing themselves in music and play or simply gazing at the bonfire. Everyone had the freedom to find their own comfortable space and enjoy their time by the lake in their own way.
This event has been held for the past two years, but it is not the end. It is just one catalyst for the Lake Resort Project, which proposes the richness of spending time by the lake. Just like driving to the sea or enjoying a barbecue by the river, "spending time by the lake" could also be a choice for vacations. With this event as a starting point, we hope that such awareness will arise, and that more people will visit Lake Shirakaba and other lakes. The project will continue on with this wish in mind.
- Communication director
- Nana Shibata
- Art Director / Designer
- Rie Kimoto
- Web designer
- Shota Fujii
- Michiru Miyamoto /
- note editor
- Kyoto Wanibuchi
- Event director
- Tatsunosuke Ide / Shota Matsumoto / Hikari Otani
- Space director
- Chiho Sato
- Artist booking
- Hiroshi Haneda
- Hiroyuku Kudo / Kyohei Watari / Nanato Yamada
- REC inc.
- FIRE SIDE
- Ikenotaira hotel & resorts
- Yoshihiro Yajima / Kenta Nakasuji
- Yatsugatake adventures
- Godai Fukui
- Shinshutateshina sight seeing information center
- Takeshi Watanabe
- Ken Watabe
- Hiroshi Iizuka / Nana Shibata
- Chino city
- Tateshina town
- Nagawa town
- Tateshina chamber of commerce
- Chino tourism organization
- Nagawacho sight seeing information center
- Shirakaba-ko machizukuri council
- Lake Time 2020 / 2021
- Executive committee