PR in Japan Cheat sheet


For foreign companies entering a new market it is very important to understand the customs and social norms in order to be successful. Especially true in Japan, this has led to one of the oldest agencies, Dentsu Public Relations, to publish a guide to PR in Japan targeting PR managers of their global clients. Published since 1988 this 112 page book provides an in-depth knowledge of Japanese culture and advice on how to deliver a message successfully to the Japanese market.

In 2014 DPR asked Eat if we could work on a visual redesign and we jumped at the chance to make the book as visually interesting as its content.

Art Director Alex Sonderegger explains our design rationale: “The big bold typography on the cover dividing the word COM-MUNI-CAT-ING unusually into four reflects the content by implying a different approach to communications. The use of matt and uncoated paper stock, sans serif font and white space with limited use of red and silver accents, conveys a Japanese design aesthetic – both visually and to the touch. A simple layout makes it easy to read. Keeping the font variations and sizes to a minimum, using equal word spacing and simplifying the graphic elements, enables the hierarchy of the content to be clearly visible and a large amount of information easily accessible.”

The result was very well received and in 2017, Eat was commissioned for a redesign of their new 2018 edition.

And there’s more – The Year of the Monkey

Eat frequently works on projects with DPR and in 2015, they asked us to create a new year video greeting for 2016 – the year of the monkey.

We had a lot of fun with our friends at Airside Nippon on this project and you can see the result here. Enjoy.