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Kayako KOBAYASHI
VP Creative Marketing | XCEL BRANDS
Kayako Kobayashi has been the Creative Director of advertising, branding, and digital marketing at firms such as Xcel Brands, DesignKK, and Joe Fresh. During her career, she has overseen projects and campaigns for LVMH, Harry Winston, Brooks Brothers, Coach, Nancy Gonzalez, Rolex and the Plaza Hotel. Kayako is known for creating elegant branding for luxury products ranging from fashion and jewelry to residences and spirits. She has also transformed the branding for several mass-market fashion companies, such as Isaac Mizrahi and Joe Fresh. Originally born in Tokyo, Kayako has lived in Japan, the UK, and the US. She currently resides in Brooklyn with her husband and 2-year-old son.
questionnaire
What was your very first job?
My first experience working was babysitting for a neighbor. But my first real job was as an English to Japanese translator for Harvard and Fordham Universities.
Please describe, in your own words, what your job is and what work it entails.
As a Creative Director I am responsible for overseeing the creation of marketing assets and brand identities. In some cases this is project specific but I enjoy working with a brand over the course of many campaigns and years most.
How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?
Before entering college I told a Guidance Counsellor that I was interested in art but did not want to starve. This Counsellor suggested Graphic Design. I attended Kent State, which turned out to have a very intense Graphic Design program. I did not enjoy school at first and scheduled my course work to finish in just over 3 years. But after working for a few years I decided to return to school and obtained a Masters from Goldsmiths College in London.
In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
I find inspiration in all types of culture from galleries to TV to going to dinner. But I believe it is also important not be lazy. Work and make deadlines but also learn new things. I constantly study the new apps young people are using and work to stay current with software and technology generally.
If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?
One project that comes to mind is a short film of a Nancy Gonzalez handbag that was one of the earliest large projects for my firm, DesignKK. I found it inspiring to work with a client as creative and talented as Santiago BarberiGonzalez. This especially comes to mind with his recent passing. He wanted to create a film that added drama to the website redesign we were doing, but with no content other than showing a single bag. Despite the limitations I think the film came out nicely.
