ART Generation 2 Branding
MIDCENTURY INSPIRED WI-FI SYSTEMS
Art Direction // Branding // Print // Digital // Copywriting
Overview
With the expansion of Tivoli Audio into the wireless audio space, the team desired to set this product line apart from the classic product line. Initial branding created by external partners fell short and needed an update as the second generation of this product line was being released.
Inspiration for the ART products was pulled from the mid-century modern design aesthetic focusing on clean lines, organic shapes, and simple functionality. The branding reflects this aesthetic and includes the bold use of primary and secondary colors to add energy to the product line as music adds energy and movement to life.
All work included was produced by myself or under my direction.
Identity
A design system to align with the product
The initial ART logo did not reflect the functional design of the products with a hard-to-read font and overuse of colors. A simpler logo was created using Acumin Wide for its balanced and modern style.
Creating a design system using bold colors, simple shapes, and clean icons and graphics helps this wireless line stand out from other products in the wireless audio space.
Packaging
Capturing the essence of what’s inside
I created bold, organic, and informative packaging to be engaging and playful. Each product utilizes a unique color combination and product capability icons to offer the necessary information while highlighting the distinctive qualities of the product line.
Photography
Creating approachable use-case imagery
From selecting locations, on-set styling, collaborating with photographers, and post-production, I was responsible for creating images that highlight the form and functionality of the Tivoli Audio ART collection over multiple shoots, highlighting where and when people listen to music in aesthetically pleasing and stylistically obtainable environments which match the target demographic.
Landing Page Design
Bold & informative digital experience
Continuing to draw on mid-century modern design I created the website landing pages mixing bright colors and photography with a focus on clarity and communication. The ART line and each product landing page utilize an individual color palette while following a similar layout to create unification. Each landing page provides unique product information to help customers through their purchasing experience.
Digital & E-mail Marketing
Boldly different introduction
With simple language, key features highlighted, and call to action using bold colors, the digital advertisements and emails engage the customer and entice clicks throughs.
