Each year Sony holds and event to showcase their years film and tv content for sales to various platforms and markets. Normally this is done on the Sony Campus in Culver City, but from 2020 the show and all the spectacle had to take place virtually, and this year 2021 they decided to rebrand the event, and asked for my help developing the logo and branding system which would work across the web and streamed virtual events.
The branding exercise was quite in depth, iterating hundreds of options for logos, exploring composition and color… ultimately settling on a system that used gradients circles and ambiguous spaces to welcome the viewer into a wide variety of exotic stories; the film and tv content that they have been producing so diligently.
This work was complicated not only by the fact that the design systems used gradients rather than simple color swatches, but that it needed to to work as a stand alone brand Sony Pictures Spotlight, but also work specifically for certain hero shows, and be adaptable to potential other new content with a wide range of subject matter.
Role: Design, Styleframes, Branding, Logo development
Art Direction: Andrew Kinsler
Animation: Bryan Grant
The show itself required naming and branding, as well as some of the individual properties (the television shows that were being marketed. Both needed consideration as well as how any Event logo would interact with the specific show or film logos.