We explored different ways to express the good qualities of the university. We then focused on the hand-crafted. We produced many different visuals in a simple format and with a limited selection of motifs. This series consists of about 100 variations. A lot of variations represent the university's slogan "MADE BY HANDS" and principles. Also we tried to represent the spirit of art and design.

TAMABI is a nickname for the Tama Art University which is one of the top art schools in Japan.

These official advertisements needed to incorporate the university's slogan "MADE BY HANDS" and principles: the avant-garde, the challenge, and creating something new.

We transformed the limited selection of motifs, texts and letters of 'TAMABI', and took the photographs of the hand along each themes. Black and white images implied preparatory drawings. Archives of the advertisement can be viewed on the university website. We have made a book of the campaign images which is bound by craftsmen in a Japanese traditional style.

As a result of this branding, the number of candidates who applied were higher than for other art universities. Alumni, students and a staff of the university feel proud of the university because the advertisements gave a good impression of the institution. Ultimately, we succeeded in making big fans of TAMABI.