atelier haruka / Recruit Site

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(Client)

HARUKA HOLDINGS

(Description)

As part of the branding for Atelier Haruka, a company that operates hair and makeup salons nationwide, we were responsible for developing the recruitment concept, message creation, key visual production, and the renewal of the recruitment site.

(Styling)

In the beauty industry, it is a fact that becoming a hairdresser is the most popular career choice for those with a hairdressing license, which is the type of talent Atelier Haruka seeks. To differentiate themselves and attract candidates, it was necessary to convey that the company offers diverse career paths through its multi-faceted business operations within the beauty industry, along with systems and a culture that support long-term success. At the start of the project, we conducted interviews with current employees and beauty school students to gather insights. Through these conversations, we learned about their motivations for entering the beauty industry and their desire to stay involved in beauty in some form throughout their careers. These insights inspired the recruitment message, which reflects a shared "foundational experience that resonates with everyone and a commitment to the future." For the recruitment site, we focused on the theme of how Atelier Haruka allows individuals to "live and thrive in the beauty industry for the long term." To communicate this, we centered the content around interviews with 10 staff members from various roles, departments, and positions, each sharing their unique connection and passion for beauty. In the art direction for the key visual, we focused on the beauty of "dedication" and "passion" for the craft. The visuals aimed to express the emotional depth of what has shaped each individual through beauty—what drives their strong sense of purpose. By incorporating the visual element of an "inner spark," we created a cohesive design that represents the collective passion and determination of the Atelier Haruka team, with each individual’s strong sense of commitment shining through.