Canon Australia Digital Product Segmentation


OBJECTIVE For 4 years, Canon Australia has been my client when in Sydney, where I was challenged with below‑the‑line communications to providing clarity to the wide range of camera products and other equipment. Our design needed to attract and educate different consumer groups throughout the online and offline retail experience through retail partners and Canons platforms.



SOLUTION I’ve been able to roll out various brand systems within a consistent Path-to-Purchase toolkit to communicate each product benefit and category from compact camera to DSLR and Wi-Fi printer to ink-toner, from shop window to packaging and product showcase online. (2010-2014)


DELIVERABLES - Point of Sales Customer Journey - All-Round Campaigns - Print Collateral (from window to shelf) - Brochure design - Packaging - Product Microsites




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