Sony Connected Identity
Concept, creative direction, design and programming
Tomato, London 2001.

The Connected Identity (“CI”) was a “branding mechanism” designed to link all of Sony’s networked technology.

Rather than a static mark the “CI” was a web-based ‘living’ network in its own right, generating ever-changing imagery for the Sony website, TV idents, mobile phone applications and print media. 

For a TV end title sequence, frames from this visual ‘stream’ are simply downloaded and placed into the commercial as and when needed. The process is repeated for print media, using a high resolution targa frame downloaded from the ‘stream’.

The Sony Connected Identity was a D&AD winner in the categories of TV & Cinema graphics and Brand Identity.