Based upon our previous branding track record, Chaos was appointed to revise, review and rework Sony’s B2B brand guidelines. The project undertaken has involved various global stakeholders. Chaos has developed Sony’s new brand DNA architecture including the Positioning, Promise, Principles, Purpose, Philosophy and Passion articulation.
The brand guidelines will launch a new tone of voice, enhanced photographic styling based around inspirational experiences and the sense of intense excitement that Sony’s delivers. All Sony business and consumer segments are now globally united by the Kando spirit – the ability to use creativity imaginatively to inspire the audience.