CHALLENGE:

A client with longtime ties to the MESH creative team, PreSonus approached us with a desire to elevate its brand visibility and broaden its messaging to appeal not only to studio artists, producers and technicians, but also to serious gearheads--at-home, amateur musicians and recording enthusiasts.

STRATEGY:

Our top-to-bottom re-branding effort began with a much-needed update to the PreSonus logo, followed by new package designs for its core audio electronics product line, as well as new product catalogs. Visually arresting campaigns for the FireBox and FirePod (now FP10) recording systems portrayed the gearhead crowd in its familiar at-home recording environment, while our more conceptual "Sound is Everything" campaign struck a personal chord with studio pros who understand the level of quality necessary to produce technically flawless recordings. We complemented the identity, packaging and advertising program with a new website, as well as and tradeshow presence to support personal selling.

RESULTS:

Our packaging greatly improved PreSonus's shelf impact and retailer buy-in with Guitar Center, Sweetwater and other national/international music equipment and pro audio technology sellers. Post-campaign overseas sales were especially impressive, particularly in the company's Asian markets.