Sony ONE & Sony GEM. Network Rebrands.

Logo & Identity Design. Motion.

THE ASK. Sony brought me back onsite at the top of 2020 to help “de-brand” two Sony Pictures Television networks in Asia for sale to a private buyer in a two month period, before fiscal year-end. The process included a removal of all mention of the Sony name as it hit on- and off-air packages, collateral, as well as in-studio and office branding and identity.

THE CHALLENGE. During the planning process, the new buyers expressed their need for a fresh start, requiring a pivot from a simple de-brand to a full rebrand, with new identities for both networks. Sony ONE & Sony GEM would became ONE and GEM, requiring logo development & design, as well as detailed design and animation for new on and off-air packages. The delivery date remained the same. Other challenges included managing creative teams in both Hong Kong and Singapore in the midst of a growing COVID-19 pandemic that was already sweeping most of Asia in the first quarter of 2020. 

THE RESULT. Despite a remote team, COVID, and a tight turnaround, we delivered two polished & fresh network packages with new logos as well as full on-air, digital & print assets and guides in two months - on time and within budget.