How do you make an 80-year-old brand appealing to millennials?
An early innovator in the tech space, Pioneer Electronics still leads the market in transformative consumer electronics and audio products. In their heyday, their perceived value was off the charts as consumers clamored for their product. However, as the market has shifted and the company has expanded into a global brand, it has become more and more challenging for this 80-year-old brand to communicate a consistent message and reach modern consumers.
Anyone™ undertook an audit of Pioneer’s global brand communication to create a versatile, graphic brand language that included rules and assets for all brand applications, as well as an overarching graphic system for global marketing. To speak to a younger demographic, we went back to basics, with music at the soul of the brand. Through the use of sound waves, DNA imagery, and a bright, engaging color palette, Anyone™ sought to reposition this legacy brand and infuse it with new life. The new graphic direction was the first ever to be globally adopted by Pioneer, and was subsequently translated into advertising, marketing, packaging, POS, social media, and all other aspects of branding.