"The PSP was more than a console - it was the future of mobility, putting entire worlds in your pocket. Little did we know, we were designing for the moment before everyone walked through life with their heads in their phones."
Shortly after we completed MTV Hijack, PlayStation approached us with a similar challenge - launching the PlayStation Portable (PSP) across Europe (with Australia, interestingly, in the mix). They needed a guide that could unite the creative vision across diverse markets, while giving each country the freedom to adapt it to their local culture.
We also created the brand signature and brand guidelines for the launch, and took the same bold approach: we designed the visual identity, creating a look and feel that captured the cutting-edge, mobile nature of PSP.
Then, we crafted a Styleguide and Brand Guidebook to match - one that walked the fine line between advertising and pure inspiration. This wasn’t just a manual, it was a creative toolkit for all teams working on the brand. It set the tone for a cohesive yet flexible launch across all regions, blending unity with local flair.