Creative Research is the annual global research project of Creative Center, bringing together selected designers from around the world to identify emerging trends, uncover fresh insights, and gather innovative ideas. The findings are compiled into a report that is shared across the design organization.

Participating in this research project allows designers to step beyond their immediate scope and consider their work in the context of a broader, interconnected picture. These learnings not only help Sony identify new opportunities as a company, but also expand the knowledge and skill sets of the designers involved. The outcome is a design process enriched with informed decision-making — enabling us to create with confidence and purpose on a broad range of subjects.

These insights also inform how we approach marketing and communications. By developing a shared understanding of cultural context and audience perspectives, research helps shape clear creative direction from an early stage. This continuity between insight and execution supports a thoughtful, consistent approach to the marketing assets we produce, ensuring they remain relevant, aligned, and grounded in a broader design perspective.

For the launch of new products, the Design Center Europe (DCE) team works closely with Sony’s marketing department to direct and create visual communication assets for both online and in-store use. Our position between product design teams and local markets allows us to develop creative directions that are both aligned with Sony’s global vision and tailored to resonate locally.

For the FY25 product releases, our focus was on the WH-1000X M6 headphones. We curated the master key visual — an iconic portrait showcasing the product — along with supporting marketing assets for stores across Europe. We also collaborated with local agencies and photographers to produce a lifestyle photography series for a social media campaign aimed at high-fashion music lovers.

Working closely with local marketing teams, we defined a clear target audience and product positioning, which informed how the product was represented through casting and photographic direction. For our top-of-the-range noise-cancelling headphones, the intention was to resonate with a high-fashion audience in a refined and sophisticated way. This approach was reflected in the selection of models, styling decisions, and overall visual tone. For key visuals, the intention was a product-focus that was based around the accent colour of the Sony logo on the product, and for the lifestyle we aimed at a high-fashion editorial style.

Our involvement extended from on-set art direction to developing the final visual toolkit for local rollouts, including a high-profile launch in major European airport stores. By maintaining close ties with marketing teams across the region, we ensured a consistent, high-quality visual implementation — contributing to one of the most successful product launches in Sony Europe to date.

Press/Stakeholder interaction

Another key responsibility of the DCE team is supporting product launch events for press and dealers. Effective communication of product information during these events is critical to both uptake and positioning.

For the WH-1000X M6 launch, we designed keynote presentations that reflected the product designer’s vision, ensuring a clear and authentic message. We also helped shape the overall visual atmosphere of the event space, producing teaser films and environmental graphics ahead of the announcement.

In addition, we delivered direct design presentations to the press, offering a unique perspective on the product’s creative direction. This consistent, design-led approach reinforced Sony’s brand story and strengthened stakeholder confidence.

At Sony Europe, design is most powerful when it’s integrated across disciplines — from research and product creation to marketing and stakeholder engagement. By understanding the full communications cycle, and having a great relationship with key stakeholders, we are in a strong position to influence and deliver a clear, confident presentation of our products to customers at every step of a product release.