Bringing life and style to a technical brand
Audience: Consumers, new homebuilders and system installers
About: Dedicated Devices had a history of very technical marketing messages. Digital Life was one of the most easy-to-use, ready-to-use, home entertainment network systems on the market at the time. With an audience split between consumers, new homebuilders and system installers, this integrated brand marketing and design program entailed a variety of marketing tools. The brand positioning took a departure from a feature centric strategy to a benefit-rich, lifestyle campaign and was well accepted. The brand mark is reflective of sound transmission with contemporary lines and plenty of color to perform well on a clean identity system. With a clean and bright look and feel, a mix of online, print, product packaging and direct response tools went to multiple channels. The branding received accolades from the venture capital firm invested in the company brand.