Refocusing luxury English hi-fi brand
Rebrand of high-performance, high-fidelity audio and video brand to appeal to not just historic audiophile fans but a wider global luxury consumer audience.
Challenge
Develop a new brand identity for luxury audio brand.
Meridian are an English manufacturer of high-performance, high-fidelity audio and video components and systems founded in 1977. Richemont purchased the brand in 2007 and we were commissioned to rebrand and refocus their communications to more a luxury sector from their OEM roots.
Work included brand strategy & positioning, brand marque and new communications suite of print and digital assets, rebranding of their sooloos music system and lifestyle photography of their complete range of audio systems.
We redefined their core brand differentiators as ‘purity and clarity’ emphasising their unrivalled quality. In order to create a timeless appeal, we applied a reductive approach to the marque and all surrounding collateral – removing all that was unnecessary and developing a brand of elegance and confidence. All products were reshot in a luxury lifestyle setting, providing a library of new content for press, resellers and social channels.
The new brand was rolled out across all touch points under the headline Redefine the Possible.
Results
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All art direction and photography by Del Manning.
CAMPAIGN EXTENSION
In-car interface
The rebrand extended into a wide range of touch-points including the interface of the Meridian system in the Land Rover Evoque.
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