Interview with Kikumi Yoshida

Kikumi Yoshida ("KY") interviewed on Friday, 16 May.

Could you please tell us about your experience as a designer, artist, architect or creator?

KY : I have been working in the design field for nearly 20 years. My focus has been on creating designs that support and strengthen business branding. In recent years, I have received a growing number of requests for packaging design and branding support, which allow me to help clients communicate the essence of their products and values more clearly through visual design.

How did you become a designer?

KY : I have always enjoyed drawing and expressing myself visually. As I explored ways to turn this passion into a profession, I discovered that design was the perfect path. Becoming a designer allowed me to use my creative strengths to communicate ideas and values in a tangible and meaningful way.

What are your priorities, technique and style when designing?

KY : I place great importance on dialogue with clients. Through careful conversations, I try to understand the unique charm, texture, and worldview of their products. My approach is to highlight and enhance these elements as much as possible, so that the final design truly reflects the spirit of the brand or item.

Which emotions do you feel when designing?

KY : When I’m designing, I feel a sense of pride and fulfillment. It’s not just about creating something beautiful—it’s about helping someone move forward with their vision. The moment I realize that a design has captured the essence of the client’s values, I feel deeply honored to have been part of their journey. That feeling makes me proud to be a designer.

What particular aspects of your background shaped you as a designer?

KY : One major influence on my design approach was my grandmother, who had poor eyesight. Her condition made me think deeply about how to communicate beyond just visual elements. Since then, I’ve been consciously creating designs that speak not only to the eyes but also to the other senses—touch, sound, or even scent—depending on the context. I believe design should be felt as much as it is seen.

What is your growth path? What are your future plans? What is your dream design project?

KY : I want to keep supporting creators and businesses that have strong values, especially in rural areas. In the future, I plan to launch a new brand that combines traditional crafts and contemporary design, and also create a web magazine that shares the philosophies of passionate makers. My dream is to build a platform that helps local creators thrive by making their work more visible and valued.

What are your advices to designers who are at the beginning of their career?

KY : Talk with your clients deeply—not just about work, but about their values and what they cherish. Get to know them as people, not just business partners. I believe this helps you create designs that truly connect. Also, don’t worry about being perfect from the beginning. Stay curious and keep asking questions.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

KY : Not at all—I still feel like I’m in training myself. I hope to stay humble and never forget the beginner’s mindset, no matter how many years I’ve been working. Every project teaches me something new.

What is your day to day look like?

KY : On weekdays, I mainly focus on client meetings and design work. I try to communicate as much as possible with clients throughout the day. On weekends, I intentionally step away from design—visiting libraries, baking bread, or spending time in nature to refresh my mind.

How do you keep up with latest design trends? To what extent do design trends matter?

KY : I check design trends through books and online sources. I think it's important to be aware of trends, but they are not the highest priority. What matters most is whether the design truly resonates with the client’s values and goals.

How do you know if a product or project is well designed? How do you define good design?

KY : When I look at a product as a consumer and feel, “I want this,” that’s when I know it’s well designed. I focus on whether the charm of the product and its materials is clearly communicated, and whether it brings out the uniqueness of the client.

How do you decide if your design is ready?

KY : I consider a design ready when I feel confident that it reflects the client’s vision and nothing more needs to be added or taken away. Even for short-term projects, I work carefully to refine and adjust until it feels just right.

What is your biggest design work?

KY : It’s difficult to choose just one. The three award-winning projects certainly stand out, but many other projects also hold special meaning for me. I often find myself thinking back on conversations I had with clients, the challenges we tackled together, and the joy of seeing their ideas take shape. What makes a design meaningful is not just the scale or recognition, but the depth of collaboration and trust built along the way.

Who is your favourite designer?

KY : I admire designers who convey the essence of a place through their work. For example, I deeply respect Naohiro Niiyama of TSUGI, Takahiro Shiromizu of Unagi no Nedoko, and Koitabashi-san of Akaoni Design. Their designs are not just visually striking but are rooted in the local culture, materials, and people. I’m inspired by their ability to blend regional identity and storytelling into design in a way that creates lasting value.

Would you tell us a bit about your lifestyle and culture?

KY : I live in Ehime, a rural area in Japan with rich local traditions. Seasonal festivals and the strong connection between people and land have shaped my sensitivity to place and storytelling in design. On weekends, I take time to bake bread, visit libraries, and enjoy nature to stay grounded and refreshed.

Would you tell us more about your work culture and business philosophy?

KY : I work independently but often collaborate with photographers, writers, and other creatives depending on the project. I place great importance on listening to clients deeply, not only their needs but also their beliefs and values. Recently, as the scale of my projects grows, I’m exploring ways to form a more flexible team structure that can adapt to each project’s needs while maintaining the same care and attention to detail.

What are your philanthropic contributions to society as a designer, artist and architect?

KY : I work with individual shop owners, regional producers, and companies—regardless of their size—who are deeply committed to their work but may not have access to design support. Rather than offering only visual solutions, I focus on listening carefully to their values and stories, then helping shape and share those through design. By building long-term relationships and making their unique visions visible, I aim to strengthen the local economy and contribute to a more inclusive society.

What positive experiences you had when you attend the A’ Design Award?

KY : One of the biggest takeaways was the realization that even from a rural area, we can reach the world. The experience also deepened my connection with collaborators—we were able to bring even more soul into our work. Most of all, sharing the joy of the award with my clients, who had walked the journey together with me, was truly special.

Kikumi Yoshida Profile