40 Under 40 2025: Yuhei Ito, TBWA\Hakuhodo

Yuhei Ito

Head of design
TBWA\Hakuhodo
Japan

Yuhei Ito consistently pushes the boundaries of what design can achieve. With a career spanning nearly two decades, Ito takes pride in redefining design as a tool for lasting societal impact. His commitment to creating designs that will endure for 100 years has led to groundbreaking projects such as The Reborn Light in post-disaster Fukushima, where discarded EV batteries were repurposed into streetlights, and Hi Toilet, the world’s first fully voice-controlled touch-free public restroom in Tokyo.

Ito’s innovative approach extends to his creation of ‘Shellmet’, a biomimetic helmet made from recycled scallop shells, which evolved into ‘ShellTec’, a circular design platform that has garnered international acclaim. His work with the Japan Philharmonic on Diversity Concerts has made music accessible to hearing-impaired audiences through technologies like ‘Sound Hug’, while his ‘Green Journey’ initiative with Nissan has redefined sustainable tourism.

In 2024, Ito co-founded the Earth-Centered Design Lab (ECD) within TBWA\Hakuhodo, emphasising planet-centric value creation. His leadership has fostered a culture of inclusivity and sustainability, evident in his mentorship of diverse talent and his agency-wide initiatives to promote gender equality and diversity. Ito’s influence is also seen in his educational outreach, where he inspires future designers to think beyond aesthetics and consider the broader societal impact of their work.

Ito’s projects, such as Shelltec and Green Journey, exemplify his vision of design as social infrastructure, involving multiple stakeholders in collaborative innovation. His work has not only garnered numerous awards but has also opened new revenue streams for TBWA\Hakuhodo. Colleagues and partners praise Ito’s ability to turn concepts into lasting realities, creating visions of the future that are deeply connected to society.

Yuhei Ito’s legacy is one of innovative thinking, where design transcends traditional boundaries to create a more empathetic and sustainable world.