Moving from product to experience

Redesigning Canon Europe from the bottom up


Role / Design Director

Project Type / Brand Destination

Year / 2017

Canon Europe and its digital properties had been growing organically over the years so we were asked to redefine its digital presence and reinforce its position as one of the world’s most admired technology companies.

A new brand position ‘Live for the story’ was introduced to transform the company into a 'storytelling' brand that appeals to younger audiences across Europe.

The purpose was to connect people to a world of possibilities beyond their products driving people to digital services like Irista and Lifecake.

Our approach was to redesign Canon Europe from the ground up with the vision to make it a leading destination for anyone that’s passionate about photography.


All the photography and video on the website display product EXIF data to inspire and to help users understand the camera settings on their favorite shots.


User Experience /

The Canon customers was at the centre of the thinking as we carried out extensive customer interviews. Persona sets, a heuristic review, experience principles and prototypes was also created for early testing.

The site structure was fundamentally re-imagined to improve the user experience as well as a simplified navigation to make all content easier to discover.


Tools /

All kinds of Canon content was brought together into engaging tools driving people to services like Irista and Lifecake.


Credits / 

Javier Aguirre / Design
Antonio Grillo / UX
Hamzah Gafour / Front End
Ellie Nugent / CD

Contact /

13 Artisan Court
6 Lansdowne Drive
E8 3EB

To discuss working together or for any general enquires feel free to get in touch.

+44 7751 850 943