Creative Topics：Rakuten Design Lab
A strategic branding organization that positions design at the core of management
In April 2018, the Rakuten Design Lab was launched as a design organization aimed at further strengthening Rakuten's businesses through the power of design. Mr. Kashiwa Sato, who has served as Rakuten's Chief Creative Director (CCD) for the past 15 years, felt that there was a need for an organization that can establish an overall structure for Rakuten's design work. With that in mind, he proposed the establishment of this new design organization and brought it into being. The organization has begun work on resolving various service issues through design, unifying and advancing design quality in Rakuten, and strengthening Rakuten's overall brand power.
Leading brand strategy through design