Beats by Dre
From early start-up phase, evolved the Beats by Dre brand from graffiti, street and skate into an emotional, premium identity.
BEFORE / AFTER
Brand Evolution
Before: 2013
Beats brand was unfocused, unsure who its audience was, and primarily told stories centered around product attributes like color and sound.
After: 2014
Brand evolution.
Commitment to premium positioning.
Establishing our deeper values.
Deep insights into training & athlete preparation.
Authentic relationships with tastemakers in fashion.
Understanding ‘influencing the influencers.’
Defining a clear point of view on photography & tone.
Infusing elements of luxury into our product imagery & typography.
Knowing that what transcends music, sport and fashion is the fabric of Beats’ brand DNA: defiance.
Brand Design
Updated color palette and type usage, defined talent photography style, and led team in building cohesive set of premium marketing templates and materials.
Brand Story
Brought to life the Beats founding story, Who We Are story, product innovation story, and marketing ethos in partnership with Beats founders and executive team.
Campaign Development
Partnered with Global Brand Marketing teams, Energy/Brand Partnerships, internal agency Hustle (R/GA), and Marketing executive leadership to develop unique insights into award-winning, story-driven campaigns.
Sell-in and Partner Expansion
Sold in campaign proposals for all global talent, retail and brand partnerships in sport, music and fashion.
Experiential, PR & OOH