Canon

Over a three year period we partnered with Canon on a transformational journey of rethinking, reimagining, and revitalizing their digital ecosystem, to deliver solutions that empower their marketing and support teams to tackle business challenges, delight customers, and drive growth. Canon’s vast landscape of digital properties were fragmented, dated, and siloed. Sales were in decline. The customer experience was lackluster and confusing, with hundreds of complaints daily.

Role Art Director / Designer
Agency Merkle Digital Experience

Key Contributions
/ Art Direction
/ UI Design system
/Design System Management

Process:

Brand Research

We assess how Canon and competitors brands were being expressed across all channels—from logos and presentation decks to websites, Instagram stories and Facebook ads. This helped us established where the brands strengths and weaknesses were and we could more effectively communicate and inspire our audience.

Refreshed Design

We approached the challenge with a clear, powerful, and strategic vision – one where a range of customers seamlessly shop for the products they love, receive the support they need, and gain inspiration from Canon. As part of the digital transformation, we established a bold refreshed look for Canon, complete with iconic logo, a new visual system and a custom set of AEM templates and components.

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