Studio Ghibli
Experience Design
2021
A digital web experience to re-engage fans of Studio Ghibli.
The Design Solution
Our Research
Learning About Studio Ghibli's Brand
If you ask someone who’s watched a Studio Ghibli film to describe their films in one word, you’ll most likely hear ‘nostalgia’ be used most often. This is because Studio Ghibli has a very distinct and unique use of characters, art style, music, ambience, and world building to create highly emotional films. Emotions are so deeply embedded in the brand of Studio Ghibli that the team decided to embrace it as part of the project, focusing on existing fans who are most familiar with these emotions.
“Part of the enjoyment with Ghibli is this sense of emotional connection, and almost everyone loves the aesthetics. It brings back those feelings of nostalgia which inspires me to think about and potentially watch other movies.”
Interview participant, long-standing Ghibli fan
Behavior of Existing Fans
In our research on existing fans of Studio Ghibli, we found that they tend to engage with the studio’s content beyond just a single film. This could mean purchasing goods and merchandise, learning more about the characters and meanings of the films through online sources, and even watching another film or re-watching a specific film to relive memories and chase that feeling of nostalgia.
Current Experience Engaging with the Brand
However, when asked about their experience on engaging with content beyond watching a film, fans noted that it was often unexciting or that they questioned the credibility of those sources because most of them are from third-parties.
“I... literally have zero clue where to [find reliable Ghibli content]. All I found [were] IMDB-like sites, which did help. However, it felt weird as I no longer felt as engaged to Ghibli and my excitement was gone because I was just reading plain text.”
A fan of Studio Ghibli, on finding a post-engagement experience
Official Japanese site, global site presented by GKIDS, Ghibli Wiki Fandom site, and Ghibli’s Japanese store
Three Statements to Focus Our Goal
To align the project goals, we have carefully crafted three statements that will serve as the ‘why’, ‘what’, and ‘how’ of our project.
Problem
Why Are We Designing This?
Existing fans lack engagement with Studio Ghibli beyond their initial interaction with films, or other products. Scattered primary and third-party touchpoints drive a wedge between the business and fans, leading to decreased revenue and an unfavorable perception of brand.
Opportunity
What Are We Designing to Solve this?
We can surface the world behind the inspirations, ideation and creation of each film to immerse visitors into the unique atmosphere of the Studio Ghibli ecosystem.
Content Strategy
How Will Our Design Solve This?
We propose an immersive digital experience that extends a fan’s emotional connection to the Ghibli brand in order to increase brand loyalty and customer retention.
Ultimately, our project goal is to re-engage the wide range of Ghibli audiences, who seek reliable content while generating a sense of anticipation and desire for the future consumption of Ghibli films or products.
Key Learnings
Writing Why, What, and How Statements to Keep You Focused
As a project progresses, it's easy to lose sight of the initial purpose and objectives of your design efforts. Documenting why, what, and how statements helps keep you focused on the project goals and make decisions you might hesitate on otherwise.
Put Trust and Faith in Your Colleagues
I learned that trusting the others working with you is important to the harmony and success of the team. It allows both you and your colleagues to concentrate on delivering your best contributions to the project.