The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Design


Agency DENTSU INC. / Tokyo + Dentsu Creative X Inc. / Tokyo

Client ALE Co., Ltd.


Branding / Corporate Communications

Annual ID


About the Work

Since its start in 2011, ALE has been publicly known as the company of man-made shooting star. However they are now also challenging to other domains such as collecting atomospehric data for climate change and preventing space debris. ALE wanted people to know not only their shooting star, but also their vision, culture and wide varieties of their businesses, thereby developing unique position and differentiating themselves with other space companies.Our challenge was to communicate ALE's vision and their businesses with a sense of fun and wonder, which was a unique aspect of ALE's corporate culture. We created 3 key visuals of pinball, a motif long associated with space exploration. Each pinball represents a different feature of ALE; their business roadmap, sustainability vision and advanced technologies. We created posters, a brand film, website and tools for inner activation, all based on the key visual of pinball. With its new brand identity, ALE takes the next step to making their vision come true.

2022 Awards

Total Points: 3




Dentsu Inc. / Tokyo

Production Company

Dentsu Creative X Inc. / Tokyo

Art Director

Shotaro Takizawa


Ryo Sasaki

Creative Director

Ryo Seki


Rei Ogawa


Norihiko Okimura


Rie Kawase

Account Executive

Wakana Shibuya


Yuri Munakata


Ryosuke Harashima

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