Bose had spent six decades perfecting the science of sound. But despite its engineering excellence, the brand was struggling to connect with a new generation of listeners. Consumer perception had fallen behind reality. Bose was seen as technical, not cultural; functional, not emotional.

To close that gap, we needed more than a refreshed identity. We needed to reconnect people with the feeling behind the sound. Through extensive research and conversations with employees, artists, and consumers, we uncovered Bose's most enduring truth: Sound is power.

We used that belief to reimagine the brand from the inside out—transforming how it looked, how it spoke, how it showed up in culture, and who it showed up with. What had been a brand rooted in tech and specs became one rooted in human experience.

The impact was immediate. The brand found its way into defining moments in music culture through integrations with artists like Normani, Donald Glover and Elton John & Britney Spears. Bose launched its first-ever fashion collaboration with Kith at Paris Fashion Week, with products selling out in under 30 seconds. The company was named “most innovative company” and “brands that matter” by Fast Company  and the work earned recognition as one of Ad Age's Top 5 Rebrands of 2024.