odo, Product Concept

Vision for a Sustainable Future

 

As an in-house designer at Sony, I questioned how the electronics industry could take responsibility for its environmental impact. My research revealed the scale of the problem — e-waste, energy consumption, and the disposability built into how products were designed and sold.

The opportunity was clear: if sustainability could be made playful and intuitive for kids, it could change how an entire generation thought about technology. odo was a self-initiated concept designed, prototyped, and brought to life earning the Morita Award for Best Project of the Year, three Sony design awards, six patents, and exhibitions at MoMA New York and the 14th UN Climate Conference.

Project Details

Industry

Consumer Electronics
Environment

Year

2008

Design Research + Strategy
Brand Strategy + Identity
Industrial Design
Color, Material & Finish
Interaction Design
Proof of Concept Prototype
Graphic Design + Packaging
Illustration

Deliverables

Sony Network Entertainment

Client

Two young boys on the floor, one in a tan shirt and the other in a green shirt, playing with a small, white, rectangular electronic device with a screen, on a white surface.
A young girl with long brown hair and fair skin is looking down and holding a plastic bottle, pointing to her chest with her other hand, against a plain white background.
A white, rectangular book with an illustrated fold-out story inside, featuring cartoon characters and scenes, placed near a digital device labeled 'odo' on a white surface.
Logo of 'odo' on a bright green background with white lowercase letters
Collection of 'odo' electronic mock-up devices and accessories, including a camera, a slide viewer, and a solar strip with cartoon images, all in pastel colors on a white background.
'odo' logo in black lowercase letters on a white background.
Matrix of 9 images of C=children playing and testing a 'odo' educational electronics with a camera, using a colorful app interface, in a bright classroom or studio setting.
Set of cork blocks and linked cards with packaging logos, including 'odo' and 'SONY,' featuring environmental facts about electronic waste and sustainability.
Colorful packaging boxes for odo brand with different labels such as headphones, moving image camera, image viewer, digital camera, and juicebox, arranged in a row on a white background.

 

Proof of Concept, hardware prototype

A white prototype device with a small black lever, three green indicator lights, and a small screen or lens on the front, placed on a brown surface.
A Person holding a prototype of an electronic device with green LEDs and a slot for a component, possibly a battery or card.
A small white prototype with a screen on one side, standing on a flat surface.
A person rolling a small white prototype device with a screen on one side and LED indicator lights, on a wooden surface.

  • Design and the Elastic Mind, MoMA New York

    14th UN Conference on Climate Change, Warsaw, Poland

    Sony Wonder Technology Lab, New York

    Eco-Exhibition Tokyo, Japan

    Sony-made ECO Showcase, Tokyo, Japan

    Korea Electronics Show, Korea

  • Design Revolution: 100 Products That Empower People, USA

    SURFACE magazine, USA

    Axis magazine, Japan

    Casa BRUTUS magazine, Japan

    Nikkei Design magazine, Japan

    Mono magazine, Japan

    Sony CSR Report 2008, Japan

    T3 magazine, UK

    FORM magazine, Germany

    Peclers Trend Report, France

    Intramuros magazine, France

  • D615507 Image viewoer

    D572287 Moving image camera

    D581865 Solar power supply

    D582890 Headphones

    D586835 Digital camera

    D604350 Combined digital camera and cradle

    D576484 Cork packaging block

    D576485 Digital camera cork packaging

    D576486 Headphone cork packaging

    D577580 Moving image cork packaging

  • Morita Award: Best Project of the Year, 2008

    Sony Design Center Vision Award, 2008

XYZ Films Brand Refresh

The Primary School 2017 Annual Report

Allie Brand Identity System & UX Design