Bose
Rediscovering a brand’s true reason for being.
Contributions
Brand Strategy — Brand Transformation — Creative Direction — Creative Production — Brand Activation
Business challenge
Bose was a 60-year-old heritage brand known for engineering excellence, but it was struggling to connect with a new generation of listeners. Despite its impeccable products, consumer perception lagged behind - the brand felt cold, technical, and out of touch.
Strategic approach
We helped Bose shift from a company that told people how its products sounded to a brand that showed how music feels. This emotional evolution repositioned Bose from a legacy tech company to a cultural force.
Our solution
Through extensive internal and external interviews, research, and strategic exploration, we rediscovered the biggest, loudest and truest belief of the company - the power of sound.
We used this truth 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 was once a brand rooted in specs and slipping relevance became an authentic cultural beacon, one that resonated deeply with music lovers and artists alike.
Outcome
The impact was immediate, and it hasn’t let up. Bose broke new ground both within and beyond its category, and we got some incredible recognition to prove it. A few additional highlights:
Bose launched its first-ever fashion collaboration with Kith at Paris Fashion Week, with products selling out in under 30 seconds.
Bose products were seamlessly integrated into major music videos, including standout appearances in visuals by Normani and Elton John & Britney Spears.
Bose established a new Billboard Women in Music award, formally celebrating and elevating women producers for the first time.
