The Corporate Name "L'Heure Bleue"—You Are Always Still Before the Dawn

Even though I am still operating as a sole proprietorship, I decided on my corporate name three and a half years ago.

It was a name I thought about with all my might, despite my immature thoughts at the time.

In the end, without hesitation, I have continued to cherish it as my firm corporate name to this day.

If anything, what I struggled with was not whether to incorporate or what the business content would be, but rather the question of “who I will live as from now on.”

When that answer came, the corporate name was decided naturally, as if the answer had already been determined, as if it were converging on something.

Incorporation is not just a procedure.

I first started thinking about incorporation because of changes in those around me.

Before I knew it, people who had been working as individuals like me were incorporating one after another. However, rather than impatience, it felt more like a quiet realization that "perhaps it is that kind of time."

At the same time, there were changes within me as well.

As I accumulated work, a grounded confidence gradually grew. It wasn't so much that I could do more things, but that “I finally began to understand who I am.”

I think that was proof that the vessel of being an individual was becoming a little cramped.

Furthermore, when I envisioned what I wanted to do in the future, I realized there were many places I could not reach in my current form. There was a future I wanted to scale. I needed a system to build things together that were more than I could handle alone.

Incorporation is not just a procedure. It is not something you can do just by submitting documents and putting in capital.

For me, it was a declaration to myself that "I am stepping up to the next stage."

L'Heure Bleue

It means "blue hour" in French. In Japan, it is the time called the magic hour or blue hour.

The brief moment before dawn when the sky is dyed in the deepest blue. It is neither dark nor bright. A moment that exists quietly on that boundary.

A premonition that something is about to begin. The light has not come yet, but it is certainly heading toward it. I layered this name onto that feeling.

A blue that is a beginning, not an end.

I wanted to make that kind of time the name of this company.

This is also a message directed at myself.

No matter the situation, today might be that person's pre-dawn.
While carrying the stories of yesterday, how do we still invite the light of what is to come?
I want to be a partner who can face that question together with you.

I feel that branding work and writing are, in essence, doing the same thing.

Designing someone's 'future' with words.
Not by titles, but by digging up what lies at the core of a person, putting it into words, and delivering it to the world.

Now, I will do that while holding the vessel of a 'corporation'.

Reborn on the day of establishment

L'heure Bleue LLC, scheduled to be established on May 20, 2026.

I chose my birthday.

This is not for procedural convenience, but because I wanted to promise myself that I would start from this day.

On the day I was born, I will give birth to something once more. I will be reborn.

It might be an exaggeration, but I wanted to approach it with that level of commitment.

Incorporation is not the goal.

Rather, this is where the real work begins.
It is not that the anxiety has disappeared.
Administrative tasks will increase, and responsibilities will change.

The voice in my brain asking, 'Are you really okay?' still occasionally creeps in.

But I have decided.

I have decided to properly accept that weight.

The dawn has not yet come.

However, within that deep, beautiful blue, there is a premonition of light.

Our potential is always sleeping within that blue.

I am finally standing in such a place now.

56 days left.