A new identity for the leader in digital imaging

With a brand presence in Australia for over 40 years, Sony is one of the most recognised global brands for consumer electronics. However, many Australian’s don’t realise the breadth of its camera range or see it reserved for a professional market.

There was an opportunity to unify the digital imaging range with a new position to meet all customers’ needs – from newcomers, hobbyists, and high-level professionals.

Sony Australia was determined to inspire Australians of all skill levels to start creating something new.

We began with a comprehensive discovery phase, interrogating every aspect of the brand and talking to senior stakeholders across the business. The findings resulted in a content and communication plan – a foundation to reference throughout the campaign.

We organised the digital imaging range, making it easier for those unfamiliar with the subbrands or product models to discover the camera that’s right for them.

The campaign helped reframe the brand to show its depth as more than just a ‘mirrorless camera brand’, highlighting the potential of its compact, vlogging and video cameras.

We crafted a narrative to inspire the new positioning: Start Never Ends. The message reflected Sony’s endless quest to create the best cameras and the eternal creative pursuit of photographers and filmmakers.

We created a visual identity system to unify Sony’s sub-brands and shift focus away from complex product names. We released a brandmark featuring visual motifs inspired by their camera’s user interface.

This design language would extend to its community brand ‘Sony Scene’ and as a graphic element for layouts and product images.
A modular ‘Start Starting’ tagline allowed the language of different products and sub-campaigns to connect back to the ‘Starting Never Ends’ core message. Imagery across family, nature, landscape, travel and action showed that this was more than simply a product, but a way of life.

The digital imaging rebrand launched in 2021 across Sony products, stores, retailers, signage, digital channels, cinemas and communications – meeting Australians in their homes, shops and digital devices across the country. By clarifying its brand position, refining its focus and unifying its brand systems, a refreshed Sony Australia can once again lead its critical role in the digital imaging sector for Australia because starting never ends.