Sony
Shaping coherence for one of the world’s most iconic technology brands.
Brief
During a period of transformation, Sony needed its brand to feel more unified, more contemporary, and more consistent across products, communications, and environments. The challenge was not a single launch, but the ongoing work of strengthening a global brand across a wide range of touchpoints, teams, and business priorities. Sony’s brand and corporate language centres on creativity and technology, and its design function spans products, services, and broader branding activity across the group. 
My role
In-house at Sony, I worked closely with the executive team to help unify and elevate the brand globally. My work spanned brand and marketing strategy, global product campaigns, lifestyle and product photography, brand guidelines, retail experiences, and design support for individual product teams.
Thinking
The opportunity was to create greater coherence across a brand operating at enormous scale. Rather than treating Sony as a collection of disconnected outputs, the work focused on building stronger alignment between business strategy, consumer insight, and creative direction. That meant helping define what the Sony brand stood for globally, then translating that into clearer expression across products, communications, and environments.
Impact
The work helped strengthen Sony’s brand expression at international scale, improve consistency across agencies and internal teams, and support a more collaborative, future-facing creative culture. I also played a founding role in building Sony’s central brand team, helping create a stronger platform for brand stewardship and more effective global coordination. Sony describes its design organisation as one of the earliest in-house creative studios, with a remit that now spans a broad range of design and branding activity across the group. 
Reflection
What mattered most was helping a brand of enormous breadth feel more coherent without losing its range. At that scale, good brand leadership is not only about expression, it is about creating the clarity and alignment that allow quality to hold together globally.
