Nova

In pursuit of my bachelor's degree in digital concept development, I chose to examine how to improve the sale of Nova, Canon's expense management system.

Drawing from hypotheses that questioned the impact of Canon's brand and business structure on Nova's sales, I conducted a comprehensive brand analysis, engaged in multiple stakeholder and expert interviews, carried out a survey, and delved into various analyses and desk research. The findings revealed that Canon's brand had a positive influence on Nova's sales and that Nova emerged as a competitive product with distinct features. However, it was evident that Nova's position in Canon's vast product portfolio had hindered its marketing efforts, leading to lower sales figures. To address Nova's sales challenges, I devised a comprehensive digital strategy encompassing videos, illustrations, animations, a landing page, ads, webinars, employee advocacy, social media, SEO, and more.

Central to the strategy was the creation of a fresh visual identity for Nova, one that retained its uniqueness while aligning with Canon's brand guidelines. Leveraging Canon's visual principles, I established a visual universe that served as the foundation for Nova's new material. In particular, I produced an engaging animation that concisely conveyed Nova's purpose, its problem-solving capabilities, and its overall value proposition. A short, precise, and easily digested message that communicates a simple solution to a complex issue.

Canon expressed profound satisfaction with the marketing strategy and visual assets, which were seamlessly integrated into their marketing campaign. At the oral defense, I was rewarded with the grade 12 — the highest grade possible.