Sony Digital Imaging: Crafting Stories with Clarity and Creativity

For over 40 years, Sony has been a well-known brand in Australia for consumer electronics. However, market research revealed that many Australians were not aware of the breadth of Sony’s camera range and were unsure which cameras were best suited for their needs. To address this, Sony engaged Studio 3AM to create a new visual identity for their entire digital imaging business unit, including cameras and lenses.

Our approach was to help Sony cater to the needs of all customers, from hobbyists to professional photographers, by clarifying which products are intended for what use and audience. The flexible design system allowed us to change the focus points of an ad as needed, whether that was the language, hero photography, or the product. This modular approach allowed us to present different photos and products in the best possible light.

We unified the product line under the master tagline: Start Your Story. This aspirational tagline speaks to enthusiastic individuals, whether they are beginners or professionals taking images, making films, or creating content. Sony’s lineup of cameras, lenses, and accessories provides a frictionless way to capture your story and communicate it with the world.

The modular and flexible frame system within the logo concept is indicative of picture frames, photo borders, editorial design, and photobooks. This frame system allows the photograph to be the hero and take center stage, giving the brand a premium editorial and technology-focused look.

We are proud to have partnered with Sony to help them connect with their customers, articulate the brand’s story with clarity and creativity, and inspire the next generation of storytellers.