Wesmo! Celebrates Silver Recognition at the Brand Impact Awards 2025

Wesmo! Secures Silver at the Brand Impact Awards 2025

In an impressive achievement, the new payment service Wesmo!, developed by West Japan Railway Company (JR West) in collaboration with Seitaro Design, received the silver award at the prestigious Brand Impact Awards 2025 in the UK. This accolade is a testament to the brand's innovative approach, which transformed the perception of payment applications into a means of "movement, joy, and discovery."

The recognition reflects Wesmo!'s core brand concept, "Moving is Value," which emphasizes the inherent value of mobility and movement. This strategy has garnered international acclaim, establishing Wesmo! as the sole recipient from Japan at the Brand Impact Awards this year.

About the Brand Impact Awards

The Brand Impact Awards have been celebrating outstanding branding efforts for over a decade, focusing on strong, compelling ideas that are consistently presented across all touchpoints. The evaluation criteria include creativity, aesthetic consistency, and differentiation from competitors. The 2025 awards saw a record 220 entries, with only 67 projects shortlisted by a panel of industry experts. From these, 9 gold awards, 37 silver awards, and 37 bronze awards were distributed, highlighting the competitiveness of the event.

More about the Brand Impact Awards

Award Details

- Award Name: Brand Impact Awards 2025
- Category: Silver Awards / Brand Strategy
- Project Title: Wesmo!
- Client: West Japan Railway Company
- Production Company: Seitaro Design
- Award Date: October 4, 2025

Overview of Wesmo!

Launched in May 2025, Wesmo! is a groundbreaking digital payment service introduced by JR West, which has been a pillar of railway infrastructure for decades. As a part of its digital strategy, the platform has quickly amassed over 100,000 users. Seitaro Design collaborated closely with JR West to harness the unique strengths of the company, culminating in the brand concept "Moving is Value."

This concept informed the development of various brand elements, including the naming, logo design, and visual identity guidelines. The logo creatively personifies the letter "W" from "WEST," capturing the excitement of going places through its organic lines, accompanied by animations for moments like payment transactions.

To further enhance its brand identity, Seitaro Design developed an original font, "WESTERX Sans," tailored for mobile readability while embodying the underlying concept of the brand. This font will serve as a vital part of Wesmo!'s visual communication strategy.

Alongside the launch, a Future Vision movie was produced showcasing the envisioned world as a result of Wesmo!. This effort aims to forge connections among users, merchants, and the community, enhancing regional vitality from JR West's perspective as an infrastructure entity.

Discover Wesmo! Service

Insights from Creative Director Hayataro Yamazaki

Creative Director and Art Director Hayataro Yamazaki expressed pride in receiving the silver award. He emphasized the brand's commitment to inclusivity, advocating for designs that connect the streets with the emotions of the people. Yamazaki's vision for Wesmo! was to evoke joy in daily life through its services. He expressed gratitude for the recognition of the consistency, conceptual depth, and simplicity in the design, portraying the core philosophy of Wesmo! on a global stage.

About Hayataro Yamazaki

Hayataro Yamazaki is the Creative Director and Art Director of Seitaro Design, a firm specializing in branding and design projects across various media. His belief in the transformative power of design drives his collaborations with government agencies and companies to tackle social issues creatively. He has received numerous awards, including the Good Design Award and the Nikkei Advertising Award, and has served as a jury member in various design competitions. In addition to his design work, Yamazaki has engaged in contemporary art and has been featured as a commentator on Japanese television.

Company Profiles

West Japan Railway Company (JR West)

- Established: April 1, 1987
- CEO: Shoji Kurasaka
- Location: 2-4-24 Shibata, Kita-ku, Osaka
- Business Areas: Mobility, distribution, real estate, travel, and regional solutions.
- Website: JR West

Seitaro Design