Mercari Global Branding

I built Mercari Global to give us one brand that feels at home anywhere in the world, a visual identity that carries who we are into every market we enter. Working closely with our creative team, I shaped the content strategy and visual direction from the ground up, reimagining how our people, products, and imagery look and feel. It moves beyond the lighter, lifestyle world of the existing Japanese branding into something bolder and built for a global audience, yet still rooted in who we have always been.

At its core, this is about making Mercari feel like one brand the world can trust, wherever someone discovers it. More than a set of rules, the guide gives the partners and vendors who create with us a shared language, bridging the distance to Japan and helping everyone, inside the company and out, understand who we are and what we stand for.

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