Context

Heart in Heart is an animal welfare organisation that rescues and rehomes dogs and cats in Tokyo. The group holds regular adoption events at locations such as the Omotesando Farmers Market and Shimokitazawa, and also takes part in events hosted by well-known Japanese musicians.
The organisation’s promotional materials had been created independently by volunteer members without design expertise, resulting in inconsistent quality. To raise awareness of their activities and encourage greater public support, there was a need for clear, trustworthy, and visually cohesive communication.

Approach

I designed the organisation’s newsletter, which is published three to four times a year. Given that their activities take place in fashionable areas such as Omotesando and Shimokitazawa—neighbourhoods known for their stylish cafés and boutique shops—I developed a design format that balances warmth and approachability with a modern, sophisticated aesthetic.
Clean, contemporary illustrations were used to reinforce a professional and established image, with attention paid to every detail to ensure the design felt engaging.