Sona Systems enables the world’s top universities to manage research and recruit nearly 8 million participants in the cloud each year. Since its nascent stages in 2002, the organization hadn’t looked at its brand story or visual system, and feared it was losing global market share against the strongly branded competition. The company also wanted to expand its global presence into various markets in Asia and the Middle East, which required research and educating through various branded communications.
Laying a new foundation for global growth, Joseph was hired to update the brand identity and narrative and apply it to newly designed marketing materials, and also, re-engineer the look and feel of their English, Chinese and Japanese websites and software interface. Furthermore, Joseph was asked to craft copy across all new marketing assets, and assist with design in all global marketing efforts, as well as create and manage brand standards to help drive the company vision forward.