Our Mission

Building brands people love.
Principles
Iyashi (Ee-ya-she) means “healing” in Japanese. For us, it’s a constant reminder to be honest, open and positive in everything we do— both internally and externally. We believe success is measured in how we treat individuals and our partners along the way. Basic notions like dignity and respect mean everything. We hope you agree. 

Iyashi + U
Head meets heart. 
We believe that emotion and function are not mutually exclusive but must work together for the most impact, connection and staying power. Technology for technology’s sake is pointless if it doesn’t address a true human need or desire. It’s just more noise. 

Dog and pony shows not allowed.
Most agencies have a presentation problem. That is, they have too many of them. As inspiring as Keynote slides can be we prefer to spend our time exploring ideas that will resonate outside glass conference rooms as well. We are into ideas that work, not busy work.  

Don’t dilute decisions. 
It’s an irrefutable law of business, the more people involved in a decision the more likely the result will be meh. So Iyashi always tries keep decision-making to the key players only. (Not that your ex mother-in-law doesn’t have some very valid opinions on branding.) 

It’s all about love. 
We want to build brands people hold close to their hearts-ours included. Achieving that requires empathy, humanity and a healthy dose of humility. We’ll always strive to treat our partners with respect and expect the same. No Kumbaya singalongs required.





Capabilities
Brand: Mission and Vision, Core Values, Personality, Naming, Tone of Voice, Look and Feel, Identity (Logo, Color-palette, Typography, Graphic System, Photography, Icon, Illustration, Motion), Guidelines.
Content: Marketing Strategy (Acquisition, Retention, Influencer, Royalty), Art & Editorial Direction,
Creative Production, Public Relations, Earned & Paid Media, Media Training.
Experience: Service Design, Company Culture, Transformation, Event & Conference, Way-Finding & Signage,  Packaging, In-Store, Display.
Product: Value Proposition, Customer Journey Mapping, UX/UI Design, Design System, Responsive Websites, Mobile Sites & Apps, E-Commerce, Rapid Prototyping, Interaction Design, Frontend Development, Usability Testing, Monetization.
Experience
Lifestyle:
American Express, Arla, Avery Dennison, Avon, Devo, Flora Dancia, Geico, Johnson & Johnson, Liz Claiborne, Nespresso, New Balance, Pizza Hut, Ramen Hero, Starbucks, Stella Artois, Target, Uniqlo, Yves Saint Laurent. 
Management consulting:
Accenture
Media:
Comcast, DailyMotion, Getty Images, Internet Week New York, NBC, Webby Awards.
Non-profit:
American Cancer Society, City Atlas, MoMA, Weizmann Institute of Science, Year Up.
Tech:
Anyplace, BitTorrent, Chomp, Dell, Google, Lyft, Metromile, Samsung, Skedj, Valet.


Takashi Kusui 
Founder & Chief Brand Officer
  
With over 14 years of experience, Takashi Kusui is passionate about building cohesive brand to product experience as the core of his design ethos. Discovering crafted company's core values, aligning them with essential business needs and enhance brand equities.

He is the founder: art director, creative thinker and brand strategist behind Iyashi and has gained numerous accolades and successes working with a number of marquee brands including Target, Starbucks, Samsung, Uniqlo and Lyft.

Leaving Japan as a multi-disciplinary creative, he was invited to join Mother New York in 2007. During his tenure there, Mother New York was awarded ‘Agency of the Year’ in 2009 by Creativity (Ad Age). In 2012, he was invited to Silicon Valley to begin leading in-house creative teams.

Takashi’s admiration of the West Coast Industrial Spirit propelled him to take particular interest in becoming a part of modern history by taking active roles as "The Design Creative" behind a variety of start-up businesses, transformation of established companies that have since come to define his new found home, San Francisco.

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