Master every moment.
New chapter alert! AED Audio was ready for a different era. With a revamped management team, fresh international ambitions and a product range built on decades of experience in the AV industry, the company wanted to give its brand a fresh start.
Oh, and there was plenty to work with. AED Audio had developed an incredibly flexible sound system, with just three speaker models capable of creating 23 different configurations. For those who aren’t savvy when it comes to speaker models (we don’t blame you): That’s a whole lot of configurations and pretty impressive.
Our challenge? To turn that expertise into a distinctive brand with a clear story, a personality of its own and the tools to help it grow internationally.
So how did we go about it?
We decode the culture
We kicked things off with a distributor workshop. Together with Kobe Engels, Group Marketing Director at AED, we got the chance to get everyone around the table. King Arthur style, but without all the medieval stuff. Also the table wasn’t round. But we did get to understand the business, explore the opportunities and hear firsthand what it is that makes AED Audio stand out.
It also introduced us into the fascinating world of the professional AV industry. It turns out that its people really, really, really care about all things audio. Like a lot. They know their equipment inside out, have strong opinions about it, love to share those opinions and take tremendous pride in their work.
To understand that wonderful work, we decided to immerse ourselves in it. Because that’s the best way to find out what makes it tick and where AED Audio could make a real difference.
01
We detect and activate communities
We quickly developed a soft spot for the people behind the sound. Sound engineers, AV technicians and rental companies who spend their days making sure everyone else has a great time.
We tend to develop soft spots rather quickly. You can factcheck this with our wives. And the same thing happened for all the people behind the sound, but with a lot less romance.
Major respect to all the sound engineers, AV technicians and rental companies who spend their days making sure everyone else has a great time. Their work involves a wonderful mix of tight deadlines, unpredictable circumstances and a lot of problem-solving.
Every production is different, and therefore it is important that the equipment is able to keep up. And that’s exactly where AED Audio’s modular approach comes in. By allowing professionals to create different setups with a compact product range, the system gives them more flexibility across productions and helps them make better use of their inventory.
We combined that product strength with our understanding of the community to develop a new positioning and brand platform: Master Every Moment.
Whether it’s a small club show with seven people in attendance or a festival with thousands, it is a promise that celebrates the people making it all happen and the equipment they rely on. And it is a platform with plenty of room to play.
Master Every Concert. Master Every Festival. Master Every Nightclub. Master Every Broadcast. Master Every Arena.
02
We design experiences online and offline
We developed a complete brand universe around that idea and we wanted to cover everything. Leave no stone unturned type beat. From the positioning and tone of voice, to visual identity, photography, motion and applications.
It was time to do things differently. With new photography that puts the people and products in the spotlight, using unexpected low angles and a distinctive lifestyle approach. We also gave sound its own visual language. We did this through liquid- glass sound waves, supported by bold typography and a refreshed colour palette.
We can already hear you thinking: ‘Did you guys bring all that together in a comprehensive brand book?’. Damn right we did. And by doing that, we gave AED Audio and its international partners a consistent identity to work with. And let’s be real. There is no better place to introduce it than at ISE, right?
We translated the new brand into a physical experience for the international AV community, bringing the products and the story together on stage. We build hype By developing the launch campaign, we took AED Audio from ‘Stay tuned’ and ‘This one goes to 11’ to the big reveal: ‘Tune in’.
This was a complete launch plan featuring a brand movie, website takeover, social content, visual identity reels and communications for clients and distributors.
We also explored how the new identity could support future product launches, including creative work for the FLEX WEDGE15. Plenty of material to keep the volume up. Pun not intended. But funny regardless!
03
We build hype
By developing the launch campaign, we took AED Audio from ‘Stay tuned’ and ‘This one goes to 11’ to the big reveal: ‘Tune in’.
This was a complete launch plan featuring a brand movie, website takeover, social content, visual identity reels and communications for clients and distributors.
We also explored how the new identity could support future product launches, including creative work for the FLEX WEDGE15. Plenty of material to keep the volume up. Pun not intended. But funny regardless!
04
We generate cultural currency
It is important to introduce the new brand to the people who would actually be selling it. So we decided to develop distributor roadshows across the entire international network. It was the perfect way to bring the brand story and its products directly to distributors.
With live demonstrations, opportunities to experience the system and, perhaps most importantly, proper conversations with the AED Audio team. Some would call that ‘the wombo combo.’ And we tend to agree. A hands-on introduction that helped turn the new positioning into something distributors could understand, experience and bring into their own markets.
05
We measure business impact
Thanks to the rebranding and distributor roadshows, we generated very strong traction across the network, encouraging commercial results and increased distributor engagement. The new management team now has a clear brand direction, while the sales teams and international partners have a consistent story and the tools to bring it to market.
And our collaboration with AED Audio opened the door to a much broader relationship with AED Group. We're pretty happy with how that sounds.
AED Audio. Master Every Moment.