Canon Rebrand Pitch

A refresh of the photography giant’s website to coincide with it’s bold new tone of voice.
In 2013 Canon Australia set out to radically refresh its brand with a bold new campaign. This created an opportunity to reposition the company from purely a technology leader, to one more interested in the emotional benefits of the equipment.

As a result we created a series of look-and-feel documents that put the consumer, and its brand ambassadors at the heart of the business. All wrapped around the main pillars of Canon’s products, services and offerings.
Creating a truly social site that
champions brand ambassadors and
puts them at the heart of the website.
Our brief was to create a ‘human-proof’ service, one that brings the focus from the technology, to the people who use it. Working closely with the Creative Director, we mapped out a path for users to traverse the site, making sure there was never a dead end in the user journey.
User Experience.
We proposed a truly social site that championed the brand ambassadors by utilising social networks and real world Canon users as focal points of the products. The proposal hoped to shift the focus away from the product, and focus more on the potential each tool provides it’s photographers.
Art Direction.
Worked closely with the designer to create a look and feel that complemented the rebrand. These page designs unfortunately only served as a style guide to what would eventually be taken on and also developed by another studio.
Here we see two examples of wireframes created for the core pages that we workshopped to lead the design of the website. Working closely with the Creative Director, we mapped out the 5 main pillars, based around the core business offerings of Canon that would ultimately go to leading the team who would realise the project.
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