RIEF: Provide a visual framework for internal use at SONY, that enables the effective targeting of clearly defined consumers groups.
CHALLENGE: Identifying a solution that can clearly highlight the differences between the consumer groups and avoid mixing them up.
SOLUTION: Because of the rather abstract names of the groups, I decided to go for a more visual approach to show the subtle distinction of each section. To relate to the actual names I kept the initials within the graphic and created little characters that hold accessories relevant to each group for example :
Tech Explorers (Edge Youth & Tribal Youth)
“New technology fascinates me for its own sake and I’m willing to pay to be among the first to own stylish and leading edge innovation! “
Live Enhancers (Tribal Youth, Mainstream Purpose, Mainstream Show-offs)
“Life is for enjoying and sharing. I’m a very open person and among the first to use tech if it enriches my life - but I may need help choosing it! “
Practical Balancers
“I need to evaluate technology carefully before committing to understand how it can be useful as I don’t want to take unnecessary risks.”
ROLE: Concept and 2D Design, Creative Lead