Glass First
Canon
For it’s 100-millionth lens made, Canon launched a campaign that focused on what got them there — the engineering in the glass inside.
Focused on the Pros
Professional photographers already choose their camera systems based on lens systems available, so our content approach was written for a with them in mind.
Intersection of Heritage & Technology
Most content was created and designed to support the shared quality of heritage and engineering across all tiers of products.
Media and Content Rich
With hundreds of lenses each with supporting videos, I embarked on an intensive content strategy exercise to best deliver a cohesive experience.
Home Page
The home page reinforced Canon’s belief in thinking “glass first”. Site organization and navigation was decided in two ways – first, in keeping the belief of heritage, technology and supporting media at the top level, and second by organizing content in the way that our users thought of themselves (photographer vs cinematographer, portrait artist vs landscape artist, etc).
Segment / Product Pages
Rather than creating hundreds of individual pages, we focused on designing an experience that placed products contextually within their ecosystem, allowing visitors to jump from one type of use to the next and seeing available products quickly. Related media was also mapped to each product, cross-referenced from the inspiration gallery.
Heritage and Technology Pages
We designed an unconventional way of laying out the heritage and technology sections that was easy to compartmentalize and digest but was still editable within the CMS.
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