SONY make.believe

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Created: 12/23/09
Last Edited: 10/24/14
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Description
First, to create a single, clear brand message which crosses all divisions and platforms of the SONY Corporation.

Second, to offer a simple visual expression of the message to be used on all consumer-facing communication.
Project Info
Owners
Credits
Lee Hempstock, 180 Amsterdam, 180 Los Angeles
Tags
  • - SONY MAKE.BELIEVE -
  • SONY is an incredibly diverse company with a lot of heritage and numerous technological "firsts" to its credit. It was a great opportunity to be involved in a project with such a challenge: to bring all of this, in all of it's enormity, under one message.
     
    This project was started in 2006 and was touched by many people along the way to the final work. I am proud to say that I was directly involved in forming the strategy, writing the line "make.believe" with Lee Hempstock, and the basic design of the yellow and blue spark. 
     
    Once the idea was solidified, SONY took it and implemented it in a big way. Literally displaying it across all consumer touch-points. In stores, in software, online and social sites, at events, on film and TV content, on packaging and even their products. As a philosophy of creation, the make.believe thought fits perfectly against all of these tools that help make one's imagination real. Below are some examples.
     
    Possibly hundreds of people around the world having had a part to play in building up to the launch of this brand philosophy in 2009/2010 and I reckon it couldn't have been done without the focussed belief that anything you can imagine, you can make real. Congratulations to all who made this project happen.
     
  • Most notable is the make.believe logo ident which appears across all moving content. i.e. TVC, Sony pictures film credits, Software startups and in this case the website intro
  • It acts as the masthead of Sony.com: the main US site
  • The Facebook page including profile pic and promotion
  • The Twitter page
  • The YouTube channel
  • A Google Search also reveals the strategy line
  • All product packaging including SonyEricsson had the line - in this case a Bravia box

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