Tokyo, December 15th, 2022

SHIFTBRAIN is a branding, design and digital creative company with over 18 years of history based in Tokyo, Japan. The agency has helped to create better experiences and ideas to stand out in the digital world, using new and innovative communication standards. It has worked with many big firms over the years, such as New Balance and Shiseido.

Ryohei Kamada is SHIFTBRAIN’s art director, designer and COO. In an interview with TIA, he described the agency’s productive process with brands and companies and gave valuable advice for mid-size start-ups looking for successful branding experiences. Kamada also reflected on Tokyo’s creative scene and his personal passion for magic.

To kick things off, what do you love the most about Tokyo?

I like Japanese pop culture such as manga, games, and music. I also like Japan’s culture of various craftsmen and their commitment to careful craftsmanship. When you go to Tokyo, first of all, say hello to Hachiko at Shibuya station.

Can you describe your creative journey?

After working as a magician, I worked as a designer and art director then became COO.

Could you describe to us a regular day in Ryohei’s shoes?

I go for a walk in the morning around 7am and go to a café around 8am. I start working on Paraph’s videos and articles over a cup of coffee, and from 10.00 am I start working on company business, and before I know it, it’s 7.00 pm. You know what I mean. In the evening I play with my cat and afterwards I go to the bar and have a nice drink to finish the day.

Can you go into some more detail on your production process?

If you contact us and we feel we can work with you, we will conduct a hearing. We listen to their concerns, set the objectives they want to achieve and start the project. After that, we generally start with strategy and brand architecture, followed by art direction, design, development and PR.

Are there any exciting projects that SHIFTBRAIN is working on that you can tell us about?

We’re working on some lovingly original content, which we think will be released in 2023.

What advice would you give to small to mid-size start-ups looking for successful branding experiences?

We believe that branding starts with thinking about what value your company, service or product has. In addition, it is necessary to think as specifically as possible about who you want to deliver that value to, and communicate where you can meet those people. Once you have a clear idea of what you need to say and to whom you need to say it, you will naturally be able to see how you need to communicate it.

There will also be times when you will have trouble deciding how to express your message. In such cases, I think you should choose an agency as a partner that will participate in your branding project as objectively and long-term as possible. They are the ones who will walk with you as you grow. That’s what we SHIFTBRAIN always try to be.

How would you describe the creative industry in Tokyo compared to other major cities or design capitals?

This may be my subjective opinion, but I feel that overseas organizations like Pixar create creativity, while in Japan, geniuses and individuals like Ghibli create the center of creative activity, which is often supported by the people around them.

Do you think someone can get into the field without educational experience in a school environment?

Yes.

Can you give us an overview of Paraph, how you came about and what your overarching goals are?

Paraph is a media for showcasing carefully selected products, fashion items and electronic devices that inspire me. Originally it started as a kind of diary to keep track of the products I bought, but now it has a clear goal: to spread the word about brands that no one knows about yet. And to update the design of brands and products that everyone knows, with better branding. By introducing the product in the media, I sometimes get requests to rebrand that product. In this way, I aim to create a cycle that makes a good product even better.

What’s the best piece of advice you’ve ever received?

My boss said to me, “Do not make designs while sitting on your knees”. In Japan, sitting on your knees, which is called Seiza, can also be taken to mean ‘sitting stiffly’. So, what he said is, let’s be more flexible when you design!

How does one become a magician?

Just practice hard and you will become one! And that’s not just for magicians.

Can you name a fun-fact people would be surprised to learn about you?

When I was a student, I did DTM music production. I used to work with a friend of mine on a performance that crossed music, magic and design.

Thanks Ryohei!

• Learn more about SHIFTBRAIN at https://shiftbrain.com/
• Follow Ryohei on social media:

Ryohei’s Twitter

Paraph’s Twitter

Blog

Youtube

• Follow SHIFTBRAIN on social media:

Twitter

Instagram

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