HERALBONY: Adapting Purpose-Driven Storytelling for Global Markets
Client and the challenge:
In Japan, HERALBONY has redefined how art and commerce intersect. Their innovative business model showcases art by creators with intellectual disabilities and transforms lives through fair compensation and meaningful recognition. When a creator whose annual income was once limited to basic subsidies can earn as much as a Tokyo business professional, something profound is happening.
This success, recognized with the 2024 LVMH Innovation Prize, opened a path to Europe. Paris presented both opportunity and challenge: how to translate a model that had revolutionized lives in Japan into a market with different cultural expectations about both art and commerce.
Our task went beyond creating a French version of their website. HERALBONY needed to communicate the sophistication of their products and the authenticity of their purpose in a market where both luxury and social impact speak different languages.
Finding Clarity:
In our research we looked into the fundamental differences in how stories are told across cultures. In Japan, a high-context society, effective communication is more implicit, layered, and nuanced. European markets, being low-context societies, respond better to explicit, straightforward communication. Japanese websites build trust through comprehensive information, while European ones prioritize clarity and streamlined user journeys.
Design Solution:
This understanding of cultural contexts shaped every decision. The site presents essential information clearly and directly, while maintaining depth for those who seek it. Product pages combine immediate visual impact with accessible layers of detail about materials, artists, and impact. The existing brand typography proved perfect for this balance - Garamond's refinement and Noto Sans' clarity work harmoniously in both languages while maintaining consistency with the Japanese site.
Process & Collaboration:
Out research influenced also the approach to collaboration. Japanese culture values detailed planning and continuous visibility into project development. We adapted our process accordingly, providing comprehensive documentation of our vision, regular progress updates, and clear roadmaps for each phase. This approach created trust and allowed for delicate refinement.
Technical Implementation:
We built the site on Squarespace, enabling HERALBONY to manage their digital presence independently. The modular system we developed supports their planned expansion beyond silk scarves, while our training ensures they can evolve their digital presence independently. This combination of sophisticated design and practical independence gives them control over their growth in the European market.
Results & Impact:
The finished site successfully balances HERALBONY's dual needs - presenting their products beautifully while authentically communicating their purpose and impact. Their positive response to our more European-influenced direction, which maintains their commitment to transparency while adapting to local sensibilities, validated our approach to cultural translation.
Most importantly, we built a foundation for HERALBONY's European growth. The modular system and training we provided gives them complete control over their digital presence, enabling them to expand their product range and story as they grow their impact in the European market.
"Great work! Brilliant design, very cooperative attitude. We're so grateful."
— HERALBONY team