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The Pele Awards 2023, Hawaii’s largest advertising and design festival (sponsored by AAF Hawaii / American Advertising Association), where the best advertisements and designs published in Hawaii are selected every year. This year, the awards ceremony was held on May 6 at Elks Lodge in Waikiki. Many advertising and design professionals gathered to honor the winners.

 

Clarence Lee Design received the “PELE GOLD” award in the Self Promotion Website category for the visual identity design of WAAP, which is a new service that provides life branding for Japanese companies expanding into Hawaii, We also received two Silver awards in the Self Promotion Integrated Media Campaign and Social Media categories.

[PELE GOLD] WAAP – Visual Identity Design – Website
Self Promotion Online

Art Director & Designer: Kuni Yamamoto
Copywriter: Naoshi Ishihara

 

WAAP is a new service for Japanese people who love Hawaii, proposing and creating together a “new way to be involved in Hawaii” that goes one step beyond the conventional tourist’s perspective. It provides one-stop support for those who want to move to Hawaii or do business in Hawaii. WAAP aims to build a bridge between Hawaii and Japan so that Hawaii and Japan can have a closer relationship than ever before and contribute to both societies. The letters “HAWAII” and “JAPAN” are aligned vertically to form the four letters “W, A, A, P.” The “W” stands for “Work” and the “P” stands for “Play” The “W” stands for “Work” and the “P” stands for “Play” to express the idea of “creating a new way of life in Hawaii and Japan by enriching both work and play.” The brand concept “Hawaii x Japan + Work x Play” is expressed in the unique visuals, aiming to be a “bridge between Hawaii and Japan” by connecting the “two A’s”. The red and yellow Hawaiian colors, typographic graphics in Japanese and English, and photographs with a Hawaiian feel give viewers a sense of the fun and excitement of the Hawaiian lifestyle. In addition, the use of illustrations and icons makes it easy to understand complex service details. The service is available in print and digital media, mainly on the Web and SNS, for the target Japanese market.

 

[SILVER] WAAP – Visual Identity Design – Campaign
Self Promotion Integrated Media Campaign

Art Director & Designer: Kuni Yamamoto
Copywriter: Naoshi Ishihara

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[SILVER] WAAP – Visual Identity Design – Social Media
Self Promotion Online

Art Director & Designer: Kuni Yamamoto
Copywriter: Naoshi Ishihara

Save