Usfin Atelier - A New Era
This year marks a significant milestone for us — our 10-year anniversary. A decade of growth, learning, community, and shared achievements that have shaped who we are today.
To celebrate this milestone, we are proud to unveil a full rebranding that signals the beginning of a new era for USFIN. This transformation reflects not only how we have evolved over the past ten years, but also the direction we are heading — dynamic, fluid and forward-thinking.
Introducing the WAKU WAKU Campaign
In celebration of our 10-year anniversary, we also launched a new campaign under WAKU WAKU. We worked closely with @iessevega to conceptualise and bring this campaign to life. The campaign opens in a deconstructed cityscape: heavy concrete ruins, fractured structures, a space that feels paused between collapse and rebirth. A metaphor - ten years of building, refining, learning, and evolving have brought us here. What once stood in its original form has now been reshaped into something stronger.
A new look
Our refreshed brand identity represents maturity, and momentum. It captures our direction as we progress forward, while honuoring the foundation built over the past decade.
We would like to extend our sincere appreciation to @leedsign, the graphic designer behind our rebranding, for translating our vision into a bold and meaningful visual identity. Their work has played a pivotal role in shaping this next chapter of USFIN.
Credit List
Creative Direction: @danieljianing & @iessevega
Casting: @danieljianing
Stills + Motion: @iessevega
CG + Graphics: @iessevega
Production: @lauraallore & @danieljianing
Production Assistant: @olxlin
Digitech + AD: @reidoux
Movement Direction: @lauraallore
Hair Direction: @danieljianing
Hair Team:
@hoshiyuta
@moeko_furuya
@koji.074
@issei_s11
@selenamasaka
@fumi5__
@maiii_tsuchiya
@pachwig
@minniemiu5
@lenni.c.mountford
Makeup: @yasminekeong
Makeup Assistant: @beatzby.mimi
Nail Design: @1748nail
Stylist: @theinjury @xxdandanxx @gene.ikigai
Styling Assistant: @ninawaszak_ @rika.raee
Talents:
Michelle @mi.chelleha
Juliette @gaminebbyboy
Studio: @oddassembly