In response to declining birth rates and the rising trend of lifelong learning, we led a comprehensive brand transformation for Yamaha's music education. This project involved a deep analysis of adult learners' needs, resulting in seven innovative service design proposals.

These solutions were successfully adopted and implemented by Yamaha, effectively optimizing their adult music services and helping the brand pivot for continued growth in a changing market. The project established a new brand identity for Yamaha as a "lifelong partner in music learning."