People have their ideas and perspectives, and each has their inspirations and roots from the past. Although those episodes may appear random at a glance, dots connect to lines and somehow link to what they do now. Different people have different roots and do different designs, and we are here to realize that in “Diggin’ Roots”.

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This time, we interviewed Yuki Okamoto, who expanded his horizons as a designer after gaining experience in a startup and now runs his own company, LIBERATE Inc.

Yuki Okamoto CEO of LIBERATE Inc. / Business Artist / Designer

Yuki handles everything from business design to visual design, including new service design and growth hacking for existing businesses. Previously, he worked as a designer and product manager at a healthcare app startup, engaging in various fields such as apps, SaaS, D2C, advertising (media side), alliances, and shareholder projects. He went independent in January 2022 and now supports a wide range of design needs from startups to large companies.

Major Achievements: Good Design Award (FiNC, 2019) / IF DESIGN AWARD (NEC A-ARROWG, 2020) / Young Lions Print Category Domestic Finalist (2023)

1. What is your philosophy behind design?

I want to give my all and always strive to give my best. In business, it means connecting efforts to results and growth. In design, it means creating something that moves people and can be imagined as being used effectively. If there’s something that feels off, I can’t leave it alone. If I do, it lingers as an uncomfortable feeling, affecting my performance. So if I can’t pursue something thoroughly, I choose not to do it at all.

This perfectionist trait has been with me since childhood. I often thought small changes could have made something better, and often told friends “You should do it this way,” which made them feel annoyed about me. Although no one paid much attention to what I said back then, as an adult, this trait has harmonized with my work as a designer, almost justifying it.

I now have a way to logically convey my ideals and egos. I can properly design and correct what I think is not right through design. Conveying the same point as a designer adds a layer of persuasiveness. Now, I can finally create, move, and express what I always thought would be better with my own hands. I feel that my childhood desire to communicate has taken form in my profession.

However, there are limits to what I can do alone. To pursue further perfection, I need to work with others to implement good design and systems in society. To do this, I create organizations, a place to perform, and convey the excellence of good design to those involved, striving to create a world where people can live more comfortably.

２. What are your ways of boosting productivity?

Instead of focusing on productivity, I think about how to eliminate hassles and do things effortlessly. Doing things while forcing myself usually doesn’t go well or last, so I look to reduce the hassle.

For example, instead of starting design input only when it becomes work, I use Instagram regularly, following accounts that catch my interest and saving good posts by category. I effortlessly gather various examples like web design, logos, photography, and interiors in my daily life. I also use Pinterest when needed.

I also use the Chrome extension Panda to display Behance, Dribbble, and Awwwards in three columns on a new tab, making them always accessible. It saves me from visiting each site every time I want input, creating a streamlined process.

This trait of avoiding hassle, I believe, is inherent to human nature. Services that are growing or popular games incorporate various mechanisms to move people, designed to remove the hassle and provide short-term rewards. I think it’s a rational input design, don’t you?

Another tool I use is Panda’s Designer Daily Report. It’s similar to Panda, but it automatically opens a browser tab at a set time, displaying designer news and award-winning sites. I like this effortless serendipitous experience.

I also subscribe to newsletters like FRAME, which showcases cool overseas store exteriors and interiors.

I want to eliminate more hassle, so my Instagram following and newsletters will keep increasing.

３. Who has been your greatest influence?

I’d like to introduce three people.

First is artist Taro Okamoto. Initially interested due to our shared last name, I was only mildly interested in his work. But after visiting various exhibitions and reading his book “Hold Your Poison Inside Yourself,” I was intensely drawn to him.

He taught me that art is expressing thought and communicating it to society. His idea of “even exposing the poison within yourself, what you are passionate about and explode through life, that is brilliance (my interpretation included)” resonates with my core belief. My company’s logo design is inspired by Taro Okamoto.

The second is Kazuhiko Moriyama, CEO of CRAZY Inc. He broke my preconceived notions of what a CEO should be and how an organization should operate. His approach to work, his vision for the world he wants to create, and his family-like care for employees influenced my idea of an ideal company.

Reference: https://www.crazy.co.jp/people/kazuhikomoriyama

The third is Keisuke Yutsudo, a colleague from my time at FiNC Technologies. Now the CEO of SevenDayDreamers. I have high expectations and once I was angry at the situation when things didn’t go as planned. He then advised me, “Don’t stop expecting from people. If things don’t go as expected, just adjust your expectations for the next time.” In most cases I was told “Stop expecting others to act a certain way, they’re not the same as you, so be kind”; This perspective shift has been a guiding principle for me since.

Reference: https://note.com/yutsudo 

These three and many others have influenced and supported me. The various perspectives and thoughts I’ve absorbed from them have become a central pillar in my life.

4. Is there anything particular that might be the roots of your designs and ways of thinking?

I developed a sense of aesthetics when I became interested in fashion during high school. Before that, I didn’t pay any attention to fashion and had hardly ever bought clothes for myself. But one day, while waiting for a friend at the station, I was struck by how cool he looked, sitting there with a cigarette tucked into the right side of his black hat and a pheasant feather on the left. I thought, “That’s insanely cool!”.

At that time, I had a strong desire to become “someone,” and I felt that fashion could be a way to express that. So, I started buying vintage clothes and experimenting with expressing my style. When I got positive reactions from people around me, it made me happy, and I got more and more into it.

By the way, the clothes and the hat were from the brand called “ART COMES FIRST.” It’s a brand created by two Black designers, Sam from the U.S. and Shaka from the U.K., who both trained at the famous British tailoring house, Savile Row. The brand is known for its unique style, blending the spirit of Black punk and rock with British culture. They mix elements like wearing a suit over a leather jacket or adding street-style touches like pheasant feathers and dollar bills to the iconic gentleman’s hat. The vibe these two “Punk Tailors” create is incredible, and now I realize that this is what a concept is all about. I didn’t know the term concept back then, but I was deeply moved and thought, “This is so cool!”

５. What were you into as a teenager?

I’ve always loved games and anime, but when it comes to games, I’ve especially been a fan of “Pokémon” since I was a kid. I feel like I’ve grown up alongside Pokémon. Even now, I make sure to play every new release, and recently, I’ve started playing the Pokémon card game, which I enjoy with my wife. I don’t play difficult or intense games like RPGs or FPS (first-person shooters), but I did play all the “Mega Man Battle Network” series.

As for anime, I watch a lot of late-night anime, and my favorite is “Nichijou.” It’s a light-hearted manga with a silly world that’s fun because it’s not too complicated. I also like shows like “Inazuma Eleven”—I’m really into those silly and fun shows.

I also got into AKB48 when I was in middle school. I had a favorite member and even went to a handshake event. I think idols are people who give others dreams and offer a sense of hope.

What these interests have in common is the idea of a world where everyone is striving for their dreams, and all the unpleasant realities are absent. Of course, some hardships exist, but I prefer worlds where people don’t die, and where malice isn’t at the forefront—where the hero or champion wins in the end.

Honestly, throughout my life, I’ve encountered various forms of malice, and my family environment wasn’t great either. So, my motivation doesn’t come from dreams or curiosity, but more from anxiety and dissatisfaction. Still, I want to create a society where people aren’t exposed to malice, just like in these stories. By doing that, I want to create a world where everyone can believe that “nothing is impossible.” That’s the vision of LIBERATE: “Nothing is Impossible.”

６. Are there any services that inspired you in terms of design?

Lately, I’ve been using generative AI tools like Midjourney and Stable Audio. As a designer, while I feel a sense of urgency about their implications, I also recognize how amazing the experience can be.

With Midjourney, for instance, I see immense value in how it democratizes tasks that were once very costly, like photography and art direction, making them accessible to anyone. It allows us to create incredibly high-precision prototypes, which I believe will become essential for those involved in business development and brand creation. We’ve already moved past the phase of just improving work efficiency—now we’re in a phase where these tools are enhancing quality. The experience is truly groundbreaking.

However, if AI ends up taking people’s jobs and jeopardizing their livelihoods, it may improve society but not necessarily the lives of individuals.

That said, if AI is here to stay, businesses and services with strong “concepts” that resonate with people will become even more critical.

I recently read a book, The Concept Book by Takahiro Hosoda, the CCO of TBWA\HAKUHODO. It systematically explains how to create concepts and breaks them down into actionable steps that anyone can use. I thought the book itself was an example of excellent design. I highly recommend it to all designers.

As more jobs are replaced by AI and employment declines, it becomes crucial to create something new to ensure people’s livelihoods aren’t at risk. I believe designers can create new markets and generate jobs by developing concepts, and designing businesses, services, and products that reveal unknown possibilities. My goal is to create designs, systems, and processes that contribute to economic development and strengthen Japan’s national power. To do this, I need to grow my organization and consistently produce results and achievements.

This interview has renewed my determination to keep pushing forward.

Related Links
LIBERATE Inc. Website: https://liberate-group.com/