When Sony Mobile entered the smartphone market, it faced a crucial challenge: how to translate Sony's legendary innovation into a compelling mobile offering. The solution lay in connecting with consumers who craved something beyond the mainstream – those who held fond memories of breakthrough Sony products like the Walkman, Aibo, and PlayStation.

At the heart of our strategy was "Kando" – the Japanese concept of emotional resonance. This philosophy guided us in creating experiences that would truly move users, transforming everyday interactions into meaningful moments.

The brand architecture was carefully crafted to bridge Sony's heritage with its future. We leveraged Sony's established visual DNA – from typography to color palette – while injecting bold, disruptive elements that challenged convention. This dual approach positioned Sony Mobile as both a legitimate heir to Sony's legacy and a fresh voice in the smartphone landscape.

Our communications strategy sparked curiosity and invited exploration, encouraging users to discover how Sony's expertise in entertainment, imaging, and audio had been woven into a single device.

The results were remarkable: Sony Mobile achieved sales of 39.1 million smartphones within a year of launch, marking an 18.5% year-over-year increase. More significantly, mobile became one of Sony's most profitable divisions, validating our strategy of targeting nonconformist consumers who sought something beyond the ordinary.