Our approach to sustainable branding starts with corporate decision criteria and how a company takes responsibility for its impact on society. Behind every organisational decision lies a framework that has often never been articulated.

The name arcelto draws on Marcel Tolkowsky, a mathematician and diamond merchant. Using mathematical calculations of light refraction, he developed the theoretical proportions of the ideal brilliant cut to maximise a diamond’s brilliance.

Exceptional brilliance rests on a precisely designed structure.

I have always been drawn to mathematical thinking, understanding things through layers of logic. Working in luxury and fashion, a world shaped by sensibility, taught me how inseparable structure and brilliance can be.

I believe enduring brands require a balance of analytical rigour, to unravel complex interests and societal expectations around sustainability and governance, and aesthetic judgement, to give that understanding a form that resonates with stakeholders.

My specialism is designing a place in management decisions for intangible assets: brand, trust and commitment to sustainability, values that rarely appear on a balance sheet.

My work extends beyond Japan. Through collaboration with a UK-headquartered international NGO and global firms, I translate the value of Japanese companies into a global context, and global expectations into the realities of Japanese management.

When I need to regain perspective, I turn to music, travel and the sea. My work is to bring a clear and balanced view to the frameworks behind your organisation’s decisions.

Sachiko Hatazawa

Founder | Brand Strategy & Communication Advisor