Sony’s Genba Gaming Supply Chain platform enables ecommerce retailers of all sizes to seamlessly integrate digital content from some of the largest global publishers.
We were commissioned by the client to work with them on the platform’s branding and User Interface design.
Our creative for the brand identity focused on themes of Japanese precision, incorporating shapes influenced by characters from the Japanese language. This flexible identity was designed for use either as a solus logo or alongside the word ‘Genba’ and to also sit comfortably with striking imagery derived from familiar gaming titles. Supported by a bold and contrasting colour palette, this has given the Genba platform a distinct and edgy look and feel.
The architecture of the platform runs to dozens of pages, many with containing multiple inputs and settings. In order to provide users with a smooth journey through the platform, we designed a hierarchical and clearly signposted navigation.
A collection of custom glyphs were also created, in harmony with the Genba identity, to ‘brand’ key pages and options. In addition, dynamic hints and tips were added at potential roadblocks.
The interface passed through several rounds of user testing-both internally at the client as well as external partners- and iterations completed before signoff.