HERALBONY · JapanDesign & Packaging · Creative Commerce
Beyond Labels.
HERALBONY puts artists with intellectual disabilities at the centre of a commercial art-licensing business.
- Brand
- HERALBONY
- Agency
- HERALBONY
- Market
- Japan
- Region
- Global
Campaign images
The challenge
The project challenges the tendency to treat these artists' work as charity rather than valuable creative practice.
The idea
Licensing connects their artwork with fashion, architecture and public spaces. Artists receive professional recognition and royalties, making the work itself the starting point for collaborations.
Results
- The One Show entry reports a 15.6-fold increase in artist royalties between 2021 and 2025.
Case study source: The One Show 2026 Source ↗
Credits
- Client / Brand
- HERALBONY
- In-house creative team / Agency
- HERALBONY; Dentsu Tokyo
- Art Director
- Sakura Yamaguchi
- Creative Director
- Kinami Hasegawa; Tomoyuki Kuwayama
- Executive Creative Director
- Noriaki Onoe; Noritaka Kobuse
- Co-Founder
- Fumito Matsuda; Takaya Matsuda
