Azabu Miami Beach & Global Brand System

Client: Plan Do See

My partnership with Plan Do See, a Japanese hospitality group renowned for their exceptional service philosophy, began with an invitation to Tokyo, an immersive introduction to Omotenashi, the spirit of deeply thoughtful hospitality. This foundation would shape every detail of my work for Azabu Miami Beach, the group’s
U.S. flagship restaurant.

The branding began with a custom logotype, designed to be quietly luxurious and rooted in cultural reverence. It was paired with authentic Kamon symbols, each vetted and approved by Plan Do See’s in-house Feng Shui master to ensure alignment with the brand’s energy and intention.

I led the creative direction across signage, menus, coasters, staff apparel, and the overall strategic brand positioning as Azabu entered the U.S. market. The work balanced the refinement of Japanese tradition with the expectations of a modern American audience—without compromise.

In 2022, Azabu Miami Beach was awarded a Michelin Star, a testament to the excellence of the team, and the immersive brand experience we helped shape.

This collaboration spanned more than five years and eventually expanded into a full digital unification of the Azabu brand globally, culminating in the design and development of the Azabu Global website. I worked closely with Plan Do See’s internal teams to bring cohesion across all properties:The Azabu brand ecosystem now extends to:

Miami Beach, Florida / Tokyo, Japan / Osaka, Japan / Bangkok, Thailand / Singapore

Through thoughtful design and long-term collaboration, we built a brand system that feels consistent yet adaptable, honoring its roots while evolving globally.