d&b Soundscape
Experience is everything
What we did
The Challenge
Break-away from the noise.
As the experience economy booms post-pandemic, the world’s most famous artists and concert venues are back on the scene. Doors wide open and more ambitious than ever. d&b audiotechnik – the world’s leading pro-audio manufacturer – asked us to re-launch their market-leading Soundscape system to support their global growth.
In a crowded market where the word ‘immersive’ has lost all meaning, d&b audiotechnik knew they needed to break away from the noise. Our challenge was to reposition and relaunch their market-leading Soundscape product – signalling a new era of innovation in the category. A move to secure the lion’s share of a rapidly growing market as market leaders.
The Leap
The best demand the best.
Artists, engineers, and venue leaders need an audio partner and world-class product that matches their ambition, both now and in the future.
Soundscape is the world’s most sophisticated sound system, delivering best-in-class audio performance. It is the product of 40-years of continuous innovation. 40-years of painstaking attention to detail. 40-years of market leadership in the never-ending pursuit of better. And an audio sensory experience that moves beyond the current capabilities of the category. It is this combined ‘experience’ on every level, that sets a d&b Soundscape ‘experience’ apart.
The pro-audio market typically defaults to product specifications and technical details. Instead, we developed a product positioning, proposition and product identity focused on the audiences’ emotional and practical needs.
By doing this, d&b audiotechnik can elevate its Soundscape product offer and make the choice easy. To put on the highest quality, most memorable and most ambitious experiences, artists, engineers and venue owners must choose the product that is the net result of decades of innovation and market-leading expertise.
The Work
Experience makes the experience.
The product-positioning was subsequently brought to life through a product identity toolkit. The identity combines a range of circular visuals, layered photography and bold colours to portray the diverse ways Soundscape delivers experiences like no other. Our updated ‘O’ icon device visualises the many layers of the Soundscape experience.
Standing out against the crowd, we use big, bold, unapologetic typography. Statement type from the category leaders. Throughout headlines, the ‘O’ acts as view-finder, magnifying the Soundscape experience. Through this system and the Soundscape portal we provide flexibility in communication – be it message or image-led.
The end result is a versatile product identity toolkit that delivers stand out, consistency and clarity of message. Much like the Soundscape system itself, it’s here to make an impact and maintain d&b audiotechnik’s market leading position.
Evolving the original Soundscape green ‘O’ (borne of the DS100 power button and the starting point to a new audio experience) we developed an all-encompassing, multi-dimensional logo and identity for Soundscape to play freely within.
The Results
“With your dedication, creativity, and strategic prowess you have transformed the Soundscape campaign into something truly remarkable. We are more than happy with the results, which beautifully showcase the culmination of your strategic and creative efforts. A heartfelt thank you to the entire team for your outstanding work.”
Nathalie Curic
Head of Brand, d&b audiotechnik
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