Sony Starting Never Ends

Sony has been part of the Australian consumer electronics landscape for decades, yet many customers were unaware of the breadth of its camera range or which products best suited their needs. Studio 3AM was engaged to reposition Sony Digital Imaging and bring its cameras and lenses together under one clear system. The range was reorganised around the needs of different users, from first-time photographers to experienced professionals, making products easier to understand and compare. The positioning, Starting Never Ends, connected Sony’s ongoing pursuit of better imaging technology with the creative drive of photographers and filmmakers. A modular framing system, inspired by picture frames, photo borders, editorial layouts and camera interfaces, unified the range across campaign, retail and digital applications. A new digital experience helped customers browse cameras by interest, budget and experience, while a video style guide created a consistent approach across Sony’s growing content library. The identity gave Sony Digital Imaging a clearer way to present the breadth of its range, extending across stores, retailers, signage, digital channels, cinema and communications while keeping creativity at the centre.