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D.LEAGUE:SEPTINI RAPTURES 新ユニフォーム

2024
CATEGORIES
CLIENT WORK
ROLES
BRANDING
ART DIRECTION
GRAPHIC
PRODUCT
MOVIE

 SEPTINI RAPTURES NEW UNIFORM

 SEPTINI RAPTURES NEW UNIFORM

 SEPTINI RAPTURES NEW UNIFORM

INTRODUCTION

日本初のプロダンスリーグ「D.LEAGUE」のチーム「SEPTINI RAPTURES」の23-24シーズンのチームブランディング、および新ユニフォームのデザインディレクションを担当。「SEPTINI RAPTURES」はHIPHOPを主軸のスタイルとしながら、音とシンクロする表現を得意とするチーム。メンバーにはストリートダンス世界大会優勝経験者を含む様々なジャンルで活躍する高いスキルセットを持ったダンサーたちが集結。しかし前年度の成績が振るわず、新シーズンに向けてコンセプトを改めて言語化し、チームの団結力・意識の矛先をさらに強固にする戦略を実施した。 
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I led the team branding and uniform design direction for the 2023–24 season of “SEPTINI RAPTURES,” a team competing in Japan’s first professional dance league, D.LEAGUE. While rooted in HIP HOP, SEPTINI RAPTURES is known for its expressive style that synchronizes powerfully with sound. The team is made up of highly skilled dancers from various genres, including world champions in street dance.
Following an underwhelming performance in the previous season, we revisited and redefined the team’s core concept heading into the new season. The goal was to strengthen team unity and sharpen collective focus through a renewed brand identity and strategic direction.

IDEA & STRATEGY

まず、チームが改めてシーズンを通じて何を表現したいかを整理。彼ら自身が非常に純粋なストリートダンスをバックグラウンドに持つダンサーである所以の、内に秘めた強さ、そしてパフォーマンスを通じてネーミングのごとく観客を狂喜(RAPTURE)させるという意味を込めた「INSAINE BLUE」というコンセプトを開発。
そこからユニフォームのデザインコンセプトを製作。彼らのダンススタイルのコアは「ダンスを通じて音を体そのもので表現する」こと。「音」を表現するモザイク調のグラフィックを開発し、それをテキスタイルパターンとしてユニフォームに落とし込んだ。異なる質感の生地を用い、ディティールにも細かい配慮を施した。
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We began by clarifying what the team wanted to express throughout the season. With a pure street dance background, the dancers possess an inner strength that isn’t always overt—but is undeniably powerful. To reflect this, and to embody their mission of thrilling the audience to the point of rapture, we developed the concept of “INSAINE BLUE.”

From there, we created the design concept for the new uniforms. At the core of their dance style is the ability to embody sound through movement. To visualize this, we designed a mosaic-inspired graphic that represents “sound,” and integrated it into the uniform as a textile pattern. The final design also featured a thoughtful mix of fabrics with varied textures, adding depth and detail to the overall look.

RESAULT

コンセプトムービーはローンチ直後から反響を呼び、全チームの中でもトップ再生数を稼ぎ出し、開幕から3連勝するという好スタートを切っている。
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The concept movie received an immediate and enthusiastic response upon launch, quickly becoming the most-viewed among all teams. Riding that momentum, the team opened the season with three consecutive wins—a strong and promising start.

CREDIT
  • Client
    PERF, Inc.
  • Team Manager
    YUKI YANAGI / TATSUYA HOSHINO / SARII KOYAMA
  • Creative Agency
    The Breakthrough Company GO
  • Business Producer
    SHUJI IWAMOTO
  • Copy Writer / Planner
    AYANE ARITA
  • Art Director / Graphic Designer
    NORI YOKOYAMA
  • Uniform Designer
    MIRACH DESIGN WORKS
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