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A video of the SIGMA BF camera.

Sigma Brand Overhaul: A Global Collaboration

Pure Photography

What do you do when your longest-running client asks you to step in to guide a brand update project that requires coordination across four time zones, 25 team members, and both technical and language barriers? You brew another pot of coffee and jump in (to the project, not the pot of coffee). Ushering in Sigma’s revamped look and feel required frictionless collaboration with Sigma America and teams in Tokyo and Stockholm. It was a challenge we were uniquely qualified to take on, ensuring a smooth global press launch.

Services

  1. UX & Design

  2. Art Direction

  3. Copywriting

  4. Technical Development

  5. Analytics

  6. Media Planning

  7. Project Management

  8. Quality Assurance Testing

Research and development

We put data from digital media, web analytics, and SEO insights to work to formulate an effective go-to-market strategy. From there, we collaborated with Sigma’s international partners on user experience and design to adapt a global brand to the US audience. Beyond a complete redesign of the website, this included a full Magento migration on the backend to keep pace with the latest e-commerce and security standards.

An image presenting various online advertisements for SIGMA lenses.

Supporting an ambitious launch

Not satisfied with a mere brand refresh, Sigma also launched 12 new products simultaneously, leading with the revolutionary BF camera. We developed a creative suite for all products — including emails, social media content, and dealer materials.

Redesigning Sigma Photo’s website was a complex, global effort — navigating time zones from Japan to New York to Stockholm and aligning diverse teams with different workflows, cultures, and priorities. It was a challenge in orchestration, but the result reflects the strength of true cross-border collaboration.

- Kelly Fly, Project Manager

Ongoing optimization

Any big change requires paying close attention to changes in user behavior. Using a custom analytics implementation, we will continue to monitor trends to inform future UX and advertising decisions.

Deliverables

  • Website Redesign

  • Digital Media Advertising Suite

  • Dealer Co-op Advertising Suite

  • Email Marketing

  • Print Ads

  • Collateral

  • In-Store Merchandising Materials

Testimonials

“SIGMA and Devise have a long and collaborative history. They know our business well and all of their work reflects the richness of the relationship. When the time came to upgrade our website, they understood the goal of improving engagement with our current customers and attracting new ones, inspiring loyalty in both. With the new site, SIGMA stands out in a smart, attractive, and impressive way. Almost immediately, we saw results that spoke to the goal.”

Christine MoossmanDirector of Marketing - SIGMA

SIGMA Brand Campaign

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