Chie Morimoto is a communication director and art director. Her work includes the opening titles for the NHK morning drama "Teppan," artwork for musicians like Yumi Matsutoya and Mr. Children, book covers, and spatial direction for zoos and nurseries. She speaks to people through art in a variety of genres. This spring, she will be directing the Mitsukoshi Isetan Group's Mother's Day campaign. She will be involved not only in product development but also in store spatial design and advertising. We spoke to her about her work and her childhood memories of Mother's Day. Why are you involved in projects under the title of communication designer? While holding solo exhibitions at zoos and designing nurseries, there was a time when I lost track of what I was doing. Thinking back, I realized that rather than just writing something on a blank piece of paper, I wanted to design a system where there was someone beyond my work, where the pictures I drew would function like a map and motivate someone.

The job of an art director is extremely challenging, as it involves directing all visible aspects of a project. However, I also use the title of "communication designer" because I hope to be a catalyst for connecting people.

--What exactly does "designing communication" entail?

In the case of Mitsukoshi Isetan's Mother's Day project, rather than conveying a message directly to customers, I produced the space while thinking about what would happen when customers visited a Mitsukoshi or Isetan store. In other words, the design is not complete within a single image; rather, I use that image to design future communication. So, I want the image I create to be like a map, and design a system that will motivate someone. So, my job is to create a map that will motivate someone, for someone else.

--Please tell us why you chose the "Parent and Child Tree" motif for Mitsukoshi Isetan's Mother's Day campaign.

Each leaf on this "Parent and Child Tree" tells a story. In the "Bright, Round, Story Planet" made up of these parent and child trees, the mother's "Haha Tree" gives story leaves to the child's "Boku Tree" to nurture. I believe that what's important to children isn't just facts and answers, but stories that they need, even if they're lies, and that these magical stories can move a child's heart. Surely there must be a story that moves the heart more than being told the right answer! That's why I drew a story to give as a gift to mothers and mothers-to-be.

Continued on 2/2.