The Art of Selling a Feeling
How a customer first approach turned technical jargon into relatable storytelling, boosting sales and earning industry recognition.
Situation
Sony’s product magazines had long been anchored in a technical, specification heavy style. Pages were filled with data points, acronyms and feature lists designed to impress engineers and early adopters. While this approach satisfied a small but loyal segment of tech savvy consumers, it was creating a barrier for the wider market.
The majority of customers were not motivated by megapixels, processor speeds or advanced technology jargon. They were drawn to what these features could do for them such as capturing family memories, enhancing their entertainment experiences or helping them work and create with ease. Sony recognised that its magazine content was failing to communicate this human connection and was missing an opportunity to position its products as part of a lifestyle, not just a purchase.
The core problem: The editorial strategy assumed readers wanted comprehensive technical specifications upfront, but user behavior data told a different story. The magazine was speaking engineer to engineer when it needed to speak human to human.
Task
As Creative Director and Brand Strategist, I was tasked with leading a complete overhaul of Sony’s catalogue strategy and design. The goal was to transform a spec driven publication into an engaging, lifestyle oriented experience that would inspire customers, speak their language and still retain the credibility of Sony’s technical innovation.
The project had to:
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Shift the brand voice from technical to aspirational while maintaining accuracy
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Create a visual and editorial style that invited browsing, not just scanning for product data
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Show the practical and emotional value of Sony products through real life use cases
Action
To ensure the rebrand was built from audience insight rather than assumption, we began with in depth market research. We explored the daily routines, aspirations and purchase motivations of Sony’s target segments, identifying the life moments where technology played a role.
We then studied competitor magazines and lifestyle brands outside the electronics sector to understand how storytelling, imagery and tone were being used to connect with customers on an emotional level.
From these insights the content strategy was rebuilt:
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From specs to stories with product descriptions rewritten to focus on how features translated into real world benefits. A camera was no longer “24MP with dual ISO” but was “ready to capture low light portraits at your best friend’s wedding without losing the moment”
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Authenticity through user stories featured real customer experiences and case studies, giving the magazine a more personal voice
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Visual transformation with cleaner, more spacious layouts, paired with modern typography and a fresh, lifestyle inspired colour palette that aligned with Sony’s global branding
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Product images were paired with lifestyle scenes showing them in use, allowing the audience to picture themselves with the product
To validate our approach we ran focus groups with customers across different demographics. Feedback confirmed that the new style felt more approachable, more relevant to daily life and made products easier to understand and sparked a desire. These sessions also revealed minor tweaks that improved clarity and flow, ensuring the final magazine was not only beautiful but also effective in guiding purchase decisions.
Result
The rebranded catalogue achieved:
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28% increase in sales over the previous edition’s performance
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Significantly higher engagement with customers spending more time browsing product pages
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Recognition at the Australasian Catalogue Association Awards (ACA), receiving a Highly Commended in the under 20,000 print category
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Positive feedback from both customers and retail partners who found the new product catalogue was easier to use in sales conversations
Conclusion
This project proved that even in a highly technical category, storytelling and lifestyle framing can unlock greater reach and resonance. By focusing on people instead of product specifications, Sony bridged the gap between innovation and relevance. The shift to a human centred approach not only improved sales performance but also strengthened the emotional connection customers felt with the brand.