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Pioneer

Brand development and advertising

Play it your way

We’re all into our music, so it was very exciting when Pioneer invited Beyond 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.

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.

“Beyond simplified the process with clear strategic thinking, a highly creative response and a fantastic result.”

Senior Marketing Executive, Pioneer

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