Tivoli Audio
UPDATING FOR A NEW AUDIENCE
Art Direction // Branding // Print // Digital // Copywriting
Overview
After close to 20 years, Tivoli Audio required a branding refresh to reach a younger audience as the product capabilities expanded. I created a cohesive visual system for all the international distributors and creative teams to adhere to. The unique character of the products inspired this new direction with a simple mid-century modern and Scandinavian aesthetic. Avenier Lt Std was chosen as the main brand font to update and improve the legibility of the brand collateral and separate it slightly from the Helvetica Neue logo.
This work was created between 2018-2023 for Tivoli Audio by myself or by employees and partners with my direction.
Brand Identity
Unify the global identity & design system
A lack of brand guidelines was detrimental to the global brand identity and marketing efforts. I created an identity for the overall brand and each product line including words and visuals and changed the logo to monochromatic to no longer compete with the visuals of the product.
Print Collateral
Executing the experience
The printed sales tools for B2B and B2C were updated to reflect the new branding and improved imagery with higher quality printing to reflect the luxurious qualities of the product. Through a more deliberate use of copy the messaging was simplified allowing the user-friendly design of the product to stand out.
Packaging
A new first impression
Easy-to-use and well-crafted products needed a simplified and high-quality unboxing experience. The slate grey color is consistent with classic product line branding and uncomplicated line drawings and icons clearly express product features to the consumer or sales associate.
Photography
Create visuals to inspire
Tivoli Audio’s product photography needed a refresh, from overly modern and sparse environments to more energetic spaces that are an achievable ideal for customers. The images still needed to fit with the products, reflect the elevated style of tastemakers who have always been fans of the brand, and reflect a global aesthetic to optimize the use of photographs for all international markets.
Video
Building brand recognition through moving images
Tivoli Audio had some marketing videos, but the visuals and quality were inconsisant. I worked with different video teams to produce a series of videos highlighting the design and capabilities of each product to be used on websites, advertisement, and social media.
Website
Improved digital experience
I directed an external partner for a full web-experience design update including expanded product landing pages, improved conversion path, bolder images, and concise copy. As products were added or marketing initiatives were planned the E-commerce Director and I worked together in planning for new pages I designed and executed.
