The selected magazines mirrored PlayStation’s core values of challenging, stylish, confidence and innovation and were aimed at specific communities that were themselves distinguished through use of language eg skateboarders, rappers and designers.Each artist had an established affiliation with that magazine. Each execution gave a unique interpretation of the symbols language in a style tailored to the magazine. Every series ran as four consecutive right hand pages to deliver a gallery effect for the reader.

After the first three months, tracking of gamers demonstrated significant shifts in perceptions of PlayStation as cool (+21% growth), leading (+31%) and confident (+41% growth). The symbols campaign has helped brand perceptions remain a league apart from the competition and improved PlayStation’s brand equity amongst the new generation of gamers.