Be Moved – Sony Rebrand
Approach >> I chose to rebrand Sony because the youthful vitality behind Sony is much more than Sony's current identity system can carry. In contrast, Sony's current identity was considered dated, or in any way appeared unsuccessful in communicating the essence and message of the brand. After identifying the core values of the brand, the goal was to develop a new identity system that clearly expresses the brand values. The new brandmark based on Sony's voice and throughout the entire system.