Global
Sony has propelled itself into the entertainment stratosphere through its purpose of Kando: “to fill the world with emotion, through the power of creativity and technology”. Together with the Sony Pictures team, we channelled this purpose by transforming its golden history into a future-fit brand experience representing the new Hollywood.
Entertainment is at the core of Sony’s business, with over 60% of revenue coming from pictures, music, and gaming. The content produced by Sony Pictures is a critical part of this mix, celebrated each year at the Sony Pictures Screenings: a global showcase of new pictures and a statement of the business vision for the year to come.
Having created the brand for Sony Pictures Screenings 2024, we were invited to reinvent the event experience for 2025 – and breathe new life into the iconic flag for a new year. Our strategy once again brings screenings closer to the masterbrand, creating a new visual identity fit for Sony Pictures’ next iteration, whilst also paying tribute to its storied past. Future-making, built on 100 years of Hollywood history.
This year’s brand expression was inspired by the core Sony Pictures identity, channelling cinema, projection and the iconic Sony Pictures spectrum. Blending legacy storytelling with cutting-edge creativity in a future-ready way, this is a fresh build on 2024’s graphic and bold identity.
Working collaboratively with the Sony Pictures team in LA, this new vision sprang to life at Screenings – a one-night-only event for 800 industry insiders from across the globe – and transformed perceptions across print, production, animations, a microsite, and of course, the silver screen. But LA is just the beginning, with the global tour set to hit London, Warsaw, Hong Kong, Tokyo and more. The brand is flexible enough to be used for big-screen moments, as well as day-to-day brand experiences around the world.
Beyond this new era for Screenings, we continue to work as brand partners with Sony Pictures to define and realise new opportunities for the brand and help fulfil its ambition to be a beacon for the whole entertainment universe.
