Sony PlayStation has been a cornerstone of my business since its inception. As my founding client, our partnership has spanned decades of hardware and software evolution, resulting in a portfolio of truly exceptional experiences.
Overview
Sony PlayStation pushes the boundaries of entertainment and innovation, starting from the launch of the original PlayStation in Japan in 1994. Today, they continue to deliver innovative and thrilling experiences to a global audience through the PlayStation line of products and services that include generation-defining hardware, pioneering network services, and award-winning games.
The Brief: Sony PlayStation challenged me to reinvent the launch invite. Moving away from standard tech aesthetics, I created a high-impact illustration designed to stop viewers in their tracks. The goal was to replace the expected with the extraordinary, crafting a visual hook that forced the audience to look closer and ask questions.
The Solution: By deconstructing the hardware’s physical DNA and infusing it with PlayStation’s signature playfulness, I developed a versatile visual language. The illustration scaled seamlessly across the event space, featured on massive ceiling-hung banners and various brand collateral. To elevate the tactile experience, the invitation utilized a custom lenticular print. Rather than a standard motion effect, it used spatial layering to create a striking sense of depth—suspending the typography above a multi-layered, three-dimensional digital landscape.
Design thinking
Working with PlayStation is the ultimate 'dream come true' for a lifelong geek like me. Over the years, I’ve partnered with their teams to bring hardware and software to life through immersive event spaces, strategic marketing, and custom merchandising. I truly believe that when you combine professional expertise with a foundational love for the craft, you create something magical.
The Brief: During the global launch of the PlayStation Portable (PSP), I spearheaded a major CRM initiative to reward new users. I was responsible for the end-to-end lifecycle of a premium registration gift: from initial concept and design to manufacturing oversight and the logistical coordination of a worldwide distribution strategy.
The Solution: To complement the PSP’s mobile nature, I conceptualised a bespoke protective case for UMDs and memory cards. Every detail was crafted to mirror the console’s premium positioning—from the tactile EVA foam shell to the sleek polyurethane exterior. Beyond the design, I managed the manufacturing of three-quarters of a million units. To ensure global appeal, the cases were produced in a curated palette of Silver, Industrial Metal, and Satin Blue, all while meeting Sony’s stringent international regulatory standards.
Our journey together
It’s hard to believe 18 years have passed; my time with the PlayStation team has been more than just a business partnership—it’s been the journey of a lifetime. I’m as energised today as I was on day one, striving to bring a bold perspective to every project alongside the remarkable people I'm lucky enough to call colleagues.
We believe in you, Ben. We truly value our partnership, as you consistently represent our brand with excellence and exceed our expectations at every turn. Thank you.
Nicky Shields
Sony PlayStation
The Brief: Sony PlayStation tasked me with crafting a distinctive range of high-end promotional merchandise to be debuted at their official premiere events.
The Solution: I collaborated with manufacturers in East Asia to develop a bespoke merchandise suite, blending original product designs with strategically branded "off-the-shelf" items.
A standout piece in the collection was the PS3 USB Credit Card. At the time, Sony Computer Entertainment Europe (SCEE) rarely approved electronic premiums due to stringent technical and safety hurdles. To clear these benchmarks, I oversaw the sourcing of RoHS-compliant components and implemented specialised factory assembly protocols—including the use of low-lead solder. These rigorous hardware adjustments ensured the product met Sony’s exacting environmental guidelines, allowing it to move from concept to final production.
