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.
Plans are in development for coming back to Europe in Spring of 2018 with the current top contender host city of Barcelona.