Background: Avid purchased several product-branded companies that made hardware and software for music and video production pros. Not surprisingly, these folks were very attached their tools—and the companies that made them.
Assignment: Build a master-brand that could be embraced by Avid’s new B2C customer base without freaking out the company’s existing, B2B enterprise-level clients.
The Work: From a new logo, to new packaging and positioning, to new marketing and sales materials, we built a branded house from the ground up—working closely with legacy channel marketers who understood what their audiences’ love and hate was key.
Result: I knew we had nailed it when Avid, and not the original product brands, got the kudos as new gear
hit the marketplace. One U.K. customer even paid tribute to the new logo—constructing his own version with his breakfast bangers.
Biggest Lesson Learned: Branding requires an incredible amount of discipline.
Product Branded Image File Names:
digidesign.jpg, Maudio logo bw.jpeg, Sibelius_Logo.png,
A Branded House Image File Names:
USE CAROUSEL TO CYCLE THROUGH IMAGES?
a. avid-logo.jpg — ID text = lifestyle logo
b. avid sibelius 7.jpg — ID text = “house” packaging style
c. Avid NAB_Trade Show Set.jpg — ID text = tradeshow design
d. style guide screen shot 2 keyboards.png — ID text = consumer audio style
e. Avid_NAB_Photog Ad.pdf.png — ID text = enterprise style
f. avid_education_pro tools_feet Ad.pdf.png — ID text =
g. styleguide screen shot 2 - editor product.png — ID text = consumer video
h. m-audio dj email small.jpg — ID text = DJ segment
i. Imagine excellence.pdf — ID Text = enterprise campaign
k. Avid_Elevate_testimonial yellow.jpg — ID Text = testimonial look l. paul bryan sausage.jpg —social media logo love