Cambridge Audio – brand development
Cambridge Audio is a high-end British music system brand. Incredibly passionate about what they do, they came to us for help in making their brand perform as well as their products.
Cambridge Audio’s product range is divided into two distinct markets: Hi-Fi products for serious music buffs and Lifestyle products for everyday consumers who enjoy music as part of their day.
Our brief was to modernise the brand while staying true to its strong British heritage – with the overall objective of increasing brand and product awareness and ultimately sales.
We held workshops and focus groups with Cambridge Audio customers to get a true understanding of the brand from a consumer’s perspective. The findings helped us to develop a proposition and identities for the master brand and its two very different product offerings.
Working with Cambridge Audio’s board of directors, we then created comprehensive brand guidelines to ensure consistency in application of the new brand direction.
Finally, we also developed a new product photography style, product packaging for retail and digital and offline advertising executions to launch the new brand positioning.