The Challenge Sony Music Tokyo sought to redefine its global brand positioning in an increasingly fragmented music landscape, where audiences craved authentic connections over corporate messaging. The challenge was to create a unifying brand platform that could resonate across diverse markets while celebrating artistry and cultural relevance.

The Vision In collaboration with R&B artist Miguel and Sony Music Tokyo, I led the development of a new global brand identity under the "For the Music" campaign: a comprehensive 360° strategy that repositioned Sony as a champion of culture and creativity rather than just a music distributor.

Strategic Approach The campaign centered on a singular, powerful truth: music transcends boundaries when it's rooted in authenticity. We built an integrated ecosystem that connected artist storytelling, fan experiences, and cultural moments into a cohesive brand narrative. This wasn't just about selling music. It was about fostering a movement that united global audiences around genuine creative expression.

Creative Execution

• Developed the core brand platform, visual identity system, and messaging architecture

• Directed multi-platform content featuring Miguel that showcased the artist's creative process and cultural impact

• Created experiential activations that brought fans closer to the music-making experience

• Designed scalable toolkits for regional markets to adapt the campaign while maintaining brand consistency

Impact The "For the Music" platform successfully unified Sony's global presence under a culturally relevant brand voice, strengthening artist-fan relationships and positioning Sony as a creative-first music company in key markets worldwide.