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As one of Sony’s primary digital partners we work cross-functionally within the business and their other agencies to manage UX, design consistency and application of the brand across their global dotcom.
Our eight-year relationship with Sony Mobile has seen us work on everything from their website to campaigns, e-commerce and social content. We’ve also been involved in the creation and application of various frameworks, including design, UX and IA management.
With the user always sitting firmly at the heart of our digital thinking, we created and applied an experience framework for Sony. A framework that provides the principles and goals, against which, all journeys, pages and content are created, measured and iterated.
Supporting this is our user-testing service, which forms the backbone of Sony’s programme for on-going performance optimisation across their site – driving decision-making and helping steer the brand towards becoming more user-focused across their digital activities.
Working in line with the UX framework, our role as Design Managers helps to ensure a strong and consistent brand experience at every digital touch point, as well as driving innovation within the practical constraints of the business.
Setting a strong creative vision is as important to this role as the ability to deliver tactical recommendations – either implemented by ourselves, or with the help of styling and UI guidelines, by other partner agencies.
With the homepage being the primary entrance to a brand for most users, one of our recent initiatives saw us apply the experience framework, to transform Sony’s homepage into an inspirational brand gateway.
Sony required something that could better satisfy their business goals, achieve identified KPIs and combat the issues highlighted by Google Analytics. Our strategy focused on applying a narrative lens to shape the direction of content, driving deeper emotional experiences and encouraging cross-channel exploration.
The results showed that the new Sony homepage successfully inspired people to explore further into the dotcom, from SmartWear to Software, and onto individual product pages.
But the brand’s story doesn’t end at the homepage. Another of our comms initiatives saw us introduce the ‘Switch to Sony’ proposition to both iOS and Android users, encouraging and facilitating people to switch via a strategically driven cross-channel hub.
Our approach set a benchmark for Sony using their new modular framework, and with each page telling a specific user-focused narrative, the brand saw high conversions from both iOS and Android users.
Whilst our understanding of the brand and its users underpins whatever direction we take, creative concepting allows us to deliver a message in the most engaging way possible.
We helped leverage Sony’s sponsorship of the 2014 FIFA World Cup™ to drive registrations to their Xperia Lounge app. Working from the identification of users, to content creation and production of assets, we produced a global, fully-integrated digital campaign, activated across Sony-owned, earned and paid for channels. The results? 15% uplift in Xperia Lounge registrations.
Creating consistency within the brand
Building engagement and awareness