Repositioning of the SEGA brand.
As a SEGA admirer I decided to work on this beautiful brand.This is my These project
for my last year in school. SEGA used to be a key player on the market 15 years ago,
but today is but a shadow of its former self. That is why after an analysis of what had made
its success I tried to reposition it on the current market.I designed a new visual identity,
a new brand communication as well as a new way to unite brand followers.
- D.N.A -
SEGA's core values are :
INNOVATION & CREATIVITY
- D.N.A -
SEGA's langage is :
If I had to represent SEGA in comparison to NINTENDO
THE BRAND'S D.N.A
- THE BRAND PROBLEMS -
1 / INVISIBILITY
2 / STANDARDISATION OF THE GAMES
4 / INCOHERENCE OF THEIR VISUAL IDENTITY
3 / THE BRAND HAS AN OLD FASHIONED IMAGE
- SEGA'S DIFFERENT BUSINESS SECTORS -
- NEW VISUAL IDENTITY CONTRUCTION. -
SEGA UNITED :
- Unite the brand's scattered community.
- Unite in a same place all of SEGA'S universe.
- Unite the brand's different business sectors.
- THE BRAND'S NEW VISUAL IDENTITY ARCHITECTURE -
A NEW WAY OF PLAYING :
THE CLOUD GAMING
CONTROLLER + CLOUD GAMING BOX
THE FORCE OF SEGA IS IT'S COMMUNITY
- Give the power to the players -
The community can now add new content to all the sega games using the ' add-on " tool.
ex : new levels for Sonic.
THE NEW ONLINE OPEN SOURCE PLATEFORM :
- Access all of the SEGA universe.
- Play from any device.
- Add new levels, new weapons etc...
- Play any console and any game.
- Evolve in the community.
PLATEFORM ACCESS FROM ANY DEVICE.
Access to all SEGA's Hardware and software
EVOLUTION IN THE SEGA COMMUNITY
The games constantly evolve depending on the community.
- ADVERTISING CAMPAIGN :
" The more you play the harder it gets."