PlayStation branding

I led the brand ID design six times from 2007 through 2015, including the relaunch of the PSP (PlayStation Portable), PlayStation 3 relaunch, the Make.Believe Sony initiative, the PlayStation Move, the PlayStation Vita and PlayStation 4.

PlayStation 4 Identity

PlayStation changes its brand identity with each platform launch. In 2014, I led the global design effort for the PlayStation 4 launch. My region was the first to consumers, making my team the tip of the spear for all launch materials. It required both design leadership and active collaboration with my counterparts in Europe and Asia.

PlayStation Exclusive Partnerships

When a game operates across competing systems, exclusive content is a huge advantage to a platform. I directed the design strategy and execution for a branded design that fully integrated with the PlayStation 4 identity. I worked with a cross-functional marketing team and increased PlayStation’s overall brand visibility up to 28% across packaging and retail channels.

PlayStation Vita Identity

Prior to 2011, each hardware platform had its own identity and color scheme. This made the PlayStation brand disconnected across the sub brands. I successfully pitched to the executive team the benefits to a unified brand identity system for all PlayStation platforms. The result was a cleaner, more focused presence in our communications. The most significant impacts were on the retail level.