Overview of Key Features
- Client: Ono-go (Kita Ward, Kyoto City; a region known for Kitayama cedar)
- Project Scope: Website development to promote relocation
- Scope of Work: Planning, resident interviews, content design, graphic design, and coding
- Key Production Points: Resident-led information architecture / Introduction of a “trial step” through trial housing
Just a short drive from downtown Kyoto lies a place where even the scent of the air and the coolness on your skin change.“Onogo,” a region that has quietly woven its history since ancient times as a source of Kitayama cedar. Groves of cedar trees stretching straight toward the sky, and the gentle murmur of the Kiyotaki River winding its way through them. It is a village where time flows differently from the conveniences of the city—a place that makes you want to take a deep breath.
We received a request from Onogō to “create a website to promote relocation.” Among the relocation websites we’ve developed in Kyoto, this project required us to play a particularly strong role in bridging the gap between the community and prospective residents.
Interest in relocating is on the rise nationwide
Before discussing Ono-go, let’s take a broader look at the situation. According to a survey by the Ministry of Internal Affairs and Communications, the number of inquiries received by relocation consultation desks nationwide reached approximately 316,000 in Reiwa Year 1 and approximately 324,000 in Reiwa Year 3, continuing to set new records since the survey began.The Ministry of Internal Affairs and Communications itself has analyzed that interest in moving to rural areas has increased nationwide as a result of the COVID-19 pandemic.
Kyoto City has also established a “Northern Mountainous Areas Relocation Consultation Corner” specifically for the northern mountainous regions, including Ono-go. The number of interested people is growing nationwide. The question is whether there is a “gateway” through which that interest can reach small communities like Ono-go.
The Reality of Ono-go, as Told by the Numbers
Before visiting Ono-go, I first looked at the numbers. According to data published by the Kita Ward Office in Kyoto City, the population of the Ono-go school district was 294 as of 2008. Currently, the official information on the Ono-go relocation website lists the population as approximately 150. This means the population has nearly halved over the past 20 years.
Looking at the age distribution reveals even more stark figures. Based on data from 2005, 42.3% of the population was 65 or older; 53.1% were between 15 and 64 years old; and a mere 4.7% were between 0 and 14 years old.Given that the aging rate for Kita Ward as a whole was 23.2% at that time, this figure was nearly double that level. Ono-go Elementary and Junior High School closed in 2007. The Kita Ward official website clearly states that the reason for this was “due to the exodus of young people to the city center.”
The “Kitayama Three School Districts”—comprising Onogō, Nakagawa, and Kumogahata—account for approximately 60% of Kita Ward’s total area, yet they are facing significant population decline, school closures, and the discontinuation of bus routes. This is not our speculation; it is language published by Kita Ward itself.
There is one more thing we discovered through on-site research. Onogō was designated as an “urbanization control zone.” The fact that “building a new home is difficult” is not merely a matter of custom; it is an actual regulation based on the Urban Planning Act. Not only the statistics but also the reality of these regulations served as a fundamental premise for the design of this website.
The sincerity behind “not just anyone”
When we first visited Onogō and conducted a series of interviews, it became clear that this was not a place where the attitude was simply “as long as the population grows” or “we’ll take anyone who comes.”
Onogō is a historic land nestled among the mountains.Since it is designated as an “urbanization control zone,” it is not possible to build new homes immediately, as one might in a typical subdivision. There are also regulations in place to protect the landscape, and the hurdles for new construction are by no means low. This is not merely a matter of cost; it requires a “commitment” to the land—inheriting the buildings that have stood there for generations and carrying on the history as you live there.
“Rather than leaving everything to a contractor, we want to work through the challenges together and create something as if we were making it by hand.”
These words from our project manager became a crucial starting point that defined the direction of this project. Rather than simply applying a template, we aimed to shape the unique “character” of that specific site through repeated dialogue. This approach aligns closely with the methodology we always prioritize in our creative work.
Bringing the warmth of daily life through the screen
As I walked through Ono-go time and again, what struck me most was the “strength of the bonds” between residents. It’s a small community with a population of about 150 people and roughly 130 households. It goes without saying that everyone knows each other by sight. Relationships where people share freshly harvested vegetables and naturally lend a helping hand when needed are deeply embedded in daily life.
How could we convey this sense of warmth to people considering a move here? That’s why we adopted the approach of “a website structure where residents take center stage.”
Rather than following the typical format of relocation websites—which simply list landscape photos and facility information—we decided to feature the actual faces of the people who live and work here. To do this, we conducted individual interviews with each resident. We sat on the engawa (veranda) sipping tea and listened carefully to their stories one-on-one.What challenges do they face? What supports them? Why did they choose this place? We believed that the unvarnished words shared during these conversations would be the most trustworthy information for prospective residents. Encountering this place is like “trying it on.”
The Core of Persuasion: The “Trial Step” of the Experience Homes
One aspect we paid particular attention to in this project was the design of the “Experience Homes” page, where visitors can get a feel for actual daily life here. We believe the persuasiveness of this relocation website is concentrated right here.
Relocating is a major life decision. In this region, where people live close together and winters can be bitterly cold, deciding to “move here” on a whim can become a burdensome choice for both those welcoming newcomers and those arriving.
Many relocation websites prominently feature welcoming messages like “Welcome” or “We’re looking forward to seeing you.” However, what truly causes anxiety for prospective residents are the concerns that lie beyond that—questions like “What if it doesn’t work out?” or “What if I can’t go back?” That’s precisely why, rather than immediately proposing a full-scale move, it was essential to first provide a space where people could “try it out.”
This isn’t just our own perception. According to a survey of people considering relocation (conducted by Neutral Works in 2022), approximately half cited “anxieties about relationships and finances” as the reason they decided against moving.The same survey also found that, after “property listing sites,” “local government websites” were the second most common source of information consulted during the decision-making process. In other words, local government and community websites are exactly where people harboring those very anxieties actually go.
Just like trying on clothes or staying overnight at a relative’s house.We want them to experience the depth of the morning fog, the stillness of the night, and the greetings exchanged with neighbors—all through a short-term stay. If it doesn’t feel right, that’s fine; if it does, they can take the next step. We believed that providing this “breathing room” to back out would lower the psychological barrier for those considering relocation.
On the website as well, we provide particularly detailed information about the trial housing (what you can do during your stay, where to get advice, and the next steps). Before making the major decision to relocate, a small “trial” option is available. I feel that this design itself became the element that best conveys the sincerity of the Ono-go community.
Conveying the Region’s Appeal Through Information Design
The completed website features numerous photos and quotes from residents. This serves as evidence that Onogo is a community defined not only by its scenery and location but also by the people who live there.
- An Approach of Co-Creation with the Community, Rather Than Being Led by a Vendor
- Words from residents’ interviews capturing their real-life experiences
- A “trial home” program designed to lower the psychological barrier to relocation
An approach focused on creating the site together with the community, rather than being led by developers; words from residents’ interviews that capture the reality of daily life; and “trial housing”—a system designed to lower the psychological barriers to relocation. By incorporating these three elements into the information architecture, we believe the relocation promotion website has become more than just an informational page; it now functions as a gateway connecting the community with prospective residents.
The population has nearly halved over the past 20 years, and the proportion of elderly residents is nearly double the average for Kita Ward. Nationwide, the vacancy rate reached a record high of 13.8% as of 2023, and Onogo itself has been addressing this issue since 2015 through its “Vacant House Countermeasures Team.”Looking at these figures alone, the reality is grim. However, behind those numbers lies a way of life where people can see each other’s faces, and the number of people from across the country seeking that very experience is on the rise. The numbers, and the warmth of the lives they represent—I believe the role of this website was to convey both.
Similarly, if you are a local government official or regional business operator who is unsure how to convey your community’s appeal or is considering launching a website to promote relocation and settlement, please feel free to contact us for a consultation.
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