- Shuetsu Sato, a 72-year-old security guard, created handmade tape signs with a unique rounded font to guide commuters in Shinjuku Station.
- His font, known as the 'Shuetsu font,' gained popularity and was later used by Nike for their Shinjuku store signage after graphic designer Shun Sasaki advocated for it.
- Sato's design process involves freehand crafting with tape and a utility knife, emphasizing empathy and personal touch, without formal design training.
- The collaboration between Sato and Nike blended traditional craftsmanship with digital design, highlighting the font's organic and playful quality.
- Sato continues his craft out of love, advising young designers to stick with what they love and not overly cater to others' demands.