This past April we reported on the redesign of Sonae, one of Portugal’s biggest corporations running a number of consumer products and services. The redesign, executed by Lisboa-based Ivity, was met with plenty of negative criticism from myself (I called it “annoying and unpleasant”) and our readers (racking up an impressive 88% of 1,603 votes in the “Bad” category). With a little time it seems the Sonae website has transformed into something more palatable and Ivity has provided us with a movie that explains the genesis, execution, and application of the new identity. Take a look and see if your opinion changes.
While I maintain that the end result is less than optimal — the overall execution just feels like it has the volume turned up to 10— in a 1980s boom box — I do acknowledge there are some interesting concepts presented through the video. Maybe when we do another follow-up in six months there will be another incremental improvement that solidifies this identity.