Starting with 10 Square Meters

In the beginning, I only had a 3-tsubo (about 10 square meters) space. It was around the size of a typical 6 or 7 tatami room, with just one desk. I was renting a corner of a storage room inside an architecture design company. Even though it was a storage area, they let me use it for around 50,000 yen a month.

Initially, I handled everything myself—planning, designing, and executing projects. For small jobs, I could manage on my own. But as projects grew bigger, it became difficult to handle by myself. Plus, with web projects, it doesn’t just end once it's built. There’s maintenance and follow-up that needs to be done. The more clients I gained, the more post-launch work piled up. That’s when I realized it was no longer sustainable , so in 2009, the year after founding the company, I hired a part-time employee.

The fact that we were able to gather such a great team was honestly just luck. Good people happened to join, and they helped drive the company forward. New team members naturally absorbed the culture and work ethic of those who came before them, which set the tone for everyone.

Honestly, I don't feel like we did anything particularly special.

The Meaning Behind "GEAR8"

The name "GEAR8" came about because I started the company in 2008, right around the time of the Lehman Brothers collapse, a period of financial and economic uncertainty. I was really anxious about the timing of becoming independent. So I wanted a company name that wouldn't be affected by economic conditions and bad luck. While researching online, I came across the idea that companies with names containing vowels or voiced consonants tend to be more resilient.

I liked the simplicity of the word "gear" because it means a tool or mechanism. But I felt it wasn't quite enough on its own, so I added the number 8, which is considered lucky and symbolizes prosperity. That’s how we became "GEAR8."

Venturing Abroad and Direct Client Relationships

The big trigger for considering overseas expansion happened just before I went independent. A contact of mine asked me to join him for a job overseas and help out. We went to Dubai for almost a month, living there and working together. That experience made me realize how interesting the overseas market is. I also felt that creating designs only for Japanese consumers seemed limiting, especially when the world is so vast. So, I was determined to establish overseas bases when I started the company.

Initially, we worked through advertising and marketing agencies. However, back then, working with agencies often meant designing on tight schedules and making endless revisions, which made it hard to move freely. So, I decided to connect directly with clients, aiming for a more flexible schedule. From the start, I had my sights set on going global, and we consciously chose clients that aligned with the way we wanted to work.

The reason why we have so many bases in Southeast Asia is probably because I prefer not to go to places that are already fully developed. I’m drawn to areas that are still a bit chaotic. I think it’s more fulfilling to place ourselves in environments that are constantly changing. That way, we can truly feel the culture, history, and expand our community.

Resetting the Mind

I spend about half the year in the office, one-third abroad, and the remaining time escaping to nature.

In Sapporo, you can reach the countryside in about 15 minutes by car. Working in digital fields means being bombarded with information all the time, so I believe everyone needs a moment to reset and disconnect. For me, that involves going into the wilderness alone—not to do anything in particular, but just to relax and let the overload of information in my brain flow out. I often pitch a tent, make a campfire, cook simple meals, and try to eliminate as many sources of information as possible. I only bring my smartphone and spend the rest of the time just zoning out.

A Happy and Cheerful Company

I no longer feel the need to strictly define what our company is. To some clients, we might be seen as a web company, while to others, we're advisors. For someone else, we might be a company focused on inbound media or overseas design expansion. And there are even people who think we’re just the guys who make business cards. That’s perfectly fine with me. As long as the core mission of connecting those who want to know with those who want to share remains intact, I’m not too concerned with how we’re perceived.

The only thing I care about is making sure the company remains a happy place.

Sure, there are companies out there that offer higher salaries or are solely focused on quality. But when I think about why people choose to stay with us, I believe it's because they find joy in working as a team, feel respected by their colleagues, and appreciate our company’s values of mutual understanding and respect.

I might be happiest when I’m having a meal with my team. It’s during those moments that I feel grateful to be working with this group. Watching new members grow over the course of a year and seeing them gradually develop into professionals is incredibly rewarding.

Our company allows for a certain degree of inefficiency, accepts mistakes, and encourages freedom in how people work. We have fun built into our work, whether it's collaborating with overseas members or having various bases across the globe. Maybe this is because it reflects my own character, but it’s something I want to cherish moving forward.