-ism. is a Paris-Tokyo based craft shop, storytelling small life poetries inspired by artisanal living, to let us see the humble beauty in life again.

This online shop is an invitation to feel and live the small yet beautiful universe of these artisans - through a collection of hand-picked Japanese crafts

As co-founder and art director, I handled the brand design, graphic design, art direction, and movie direction as well as brand content.

I also worked with my associate to define the business strategy, product curation, and e-commerce strategy.

We built a complete e-commerce website from scratch to create a memorable, unique experience for customers.

The goal was to immerse visitors in the artisans' work and philosophy by showcasing videos, behind-the-scenes content, and interviews.

Featuring unique capsule collections, ism focuses on telling artisans' stories through art. We travelled to Kyoto to meet our collaborators and film them talking about their art.

Our first collection "Small is beautiful" tells the story of humble Japanese artisans living their life true to themselves. The selected crafts in this collection represent the essence of this philosophy.

I collaborated with the talented photographer Daphné Launey to produce a series of images featuring Ayako's jewelry. Our focus was on capturing the minimalistic, humble essence of the pieces, using earthy tones to reflect the artisans' craftsmanship.

Along designing the website and overseeing the production, I worked on the brand content to make sure both communication channels were aligned.

-Ism believes we can inspire people with beautiful philosophy from our artisans. Each craft carries a bit of the artisan life, when people use them in a daily manner, they communicate with it. I designed posters to illustrate our approach and emphasize on the beauty of the crafts we offered.