Works — Social Creative
A new brand design that grew a following, and craftsmen's hearts told on film
Kobayashi Juken | Rebranding and digital communication2024.08 — | Rebranding / Craftsmanship
For Kobayashi Juken's rebranding project, I worked alongside them for a year to build the brand world, rebuilding it around the concept “Hello, I'm wood.”,
and sharing the craftsmen's hearts and the joy of home-building through film and social media. I am still involved in the brand design today.
Background
Kobayashi Juken's strengths are its craftsmen's skill, its commitment to natural materials and its care for the environment.
To share this with more people, we worked on communicating its appeal in new ways through film and content.
What we did
- Launching a YouTube channel: sharing the craftsmen's skill and the joy of home-building through film
- Clarifying the audience and rebuilding the marketing strategy: promotion on social media aimed at people interested in craftsmen and home-building
- Renewing Instagram: a brand design unlike a typical builder, showing the craftsmen's faces and creating an approachable image
- Website brand world: establishing the new identity “Hello, I'm wood.” and expressing home-building where you can see the faces
Results and reach
- 700 YouTube subscribers in four months
- Several videos with tens of thousands of views, greatly raising awareness through social media and YouTube
- The Instagram renewal grew the fan base and increased the number of visitors
- Content tailored to the audience reached customers who were comparing options
Viewers' voices
“The craftsmen's passion came through. I want more people to see their work.” (30s, construction)
“I could feel the process of building a house and the craftsmen's feelings. It was fascinating.” (40s, home buyer)
“Seeing the craftsmen on Instagram made me want to build a house with this company.” (20s)
A message from Narita
“Through film, I wanted to convey the craftsmen's feelings and the appeal of things made by hand.
Through trial and error over what kind of film suits viewers best, and at what length and timing to share it,
I gave shape to the commitment and passion Mr. Kobayashi has built up over the years.
As a result, the growth in YouTube subscribers and views became real results, and I find it very rewarding.”
- Client
- Kobayashi Juken Co., Ltd.A builder in Gamagori, Aichi. Wooden houses made of natural materials (custom homes and renovations)
- Concept
- “Hello, I'm wood.”
- Period
- August 2024 — present
- Role
- Rebranding / YouTube channel launch and video production / Instagram renewal / website brand world / photography (craftsmen, clients' homes, open houses) / brochure and recruitment ads
- Channel
- YouTube, “Hello, I'm wood.”About 970 subscribers (October 2026). 700 in four months
Timeline
How it came together
-
2024.08 — 2024.09
Filming the craftsmen, building the brand's foundation
Photography and brand design
We started by photographing the craftsmen. Then organizing the logo and brochure, documenting an old folk house, and photographing clients' homes. We also visited the Zero Waste Center in Kamikatsu, Tokushima.
At the Zero Waste Center in Kamikatsu, Tokushima -
2024.10 — 2024.12
Website film, open house and recruitment ads
Film and photography
The film that plays at the top of the website, films of clients' homes, and records of open houses. In December, we also shot recruitment ads to hire craftsmen.
-
2024.11 —
“Hello, I'm wood.”
Concept and design
After a 60-year journey, through a craftsman's hands, meeting you today. A concept that tells the story of home-building from the wood's point of view, carried through the logo, Instagram and YouTube.
-
2025 —
Videos visiting people's lives
Filming and editing
In addition to films of sawmills and makers, we continue a series visiting people who live in wooden houses. Some videos have been watched tens of thousands of times.
![[Home tour] The home of a couple in their thirties who love DIY](../assets/img/w/yt-YURduFW8KbY.jpg)
Links
Facing a similar challenge?
For film, branding or communications, feel free to reach out on LINE. After hearing about your project, I will suggest the best approach.