Beyond was invited by Pioneer to evaluate their brand positioning for the home entertainment market. The challenge was to devise a creative solution with which to present the ‘home’ range of Pioneer products to existing consumers, and also to engage with a new audience.
After extensive research, our response was to create a new visual identity to reflect the company’s strategic direction. We introduced the distinctive ‘Soundwave’ graphic to identify the product range, supported by a more contemporary type style and lifestyle photography. The new approach provides a sense of technical detail, whilst capturing the emotion and energy of everything Pioneer.
The result is a more positive stand-alone brand identity. It’s fresh, informative and feels inclusive to an already loyal consumer base, yet it reaches a new audience by creating a sense of aspiration. The new look and feel injects a sense of personality befitting the history and heritage of the brand.