Updating an analog legend for digital native musicians

For decades, Monster Prolink cable was the undisputed, go-to premium cable line for musicians. But as was the case with many legacy brands, a big refresh was needed to align with the tastes and shopping habits of the next generation of artists.

THE BRIEF: Refresh the category with a new product line, a complete redesign of all marketing/sales collateral, and the creation of a go-to-market strategy to support the global relaunch.

The campaign was focused on rebuilding trust with lost customers as well as engaging new musicians who were unaware of the company’s history. An artist-based marketing strategy focused on the stories and experiences of working musicians around the world. These ambassadors passionately evangelized the brand by spreading the word with custom content through social media networks.

ROLE: Art Director/design, Brand Manager, Product Manager, Photographer

Updating an analog legend for digital native musicians

For decades, Monster Prolink cable was the undisputed, go-to premium cable line for musicians. But as was the case with many legacy brands, a big refresh was needed to align with the tastes and shopping habits of the next generation of artists.

THE BRIEF: Refresh the category with a new product line, a complete redesign of all marketing/sales collateral, and the creation of a go-to-market strategy to support the global relaunch.

The campaign was focused on rebuilding trust with lost customers as well as engaging new musicians who were unaware of the company’s history. An artist-based marketing strategy focused on the stories and experiences of working musicians around the world. These ambassadors passionately evangelized the brand by spreading the word with custom content through social media networks.

ROLE: Art Director/design, Brand Manager, Product Manager, Photographer

Updating an analog legend for digital native musicians

For decades, Monster Prolink cable was the undisputed, go-to premium cable line for musicians. But as was the case with many legacy brands, a big refresh was needed to align with the tastes and shopping habits of the next generation of artists.

THE BRIEF: Refresh the category with a new product line, a complete redesign of all marketing/sales collateral, and the creation of a go-to-market strategy to support the global relaunch.

The campaign was focused on rebuilding trust with lost customers as well as engaging new musicians who were unaware of the company’s history. An artist-based marketing strategy focused on the stories and experiences of working musicians around the world. These ambassadors passionately evangelized the brand by spreading the word with custom content through social media networks.

ROLE: Art Director/design, Brand Manager, Product Manager, Photographer

USER RESEARCH

We love gear talk

We Love Talking About Gear!

We gathered hours of user research from hundreds of musicians from all walks of life, cultures, and experience levels to guide us through the redesign process. Qualitative and quantitative data was collected to help shape decisions regarding design language as well as sales and manufacturing initiatives. Through this analysis, we gained valuable insight regarding the online user experience and retail customer journey.

Several touch points provided an abundance of qualified feedback. We regularly collaborated and interviewed our roster of over 200 working musicians. In-store trainings and surveys were conducted with retail sales associates from Guitar Centers around the country. And our customers were directly engaged through social media activations, contests, and outreach.

Matt and Rhydian from The Joy Formidable talk cables.

VISUAL IDENTITY

Rebuilding Trust

Monster Cable Prolink brand is synonymous with strength and reliability. A bold branding style and color pallet was used to help rebuild confidence with lost customers.

TYPOGRAPHY
COLOR

VISUAL IDENTITY

Rebuilding Trust

Monster Cable Prolink brand is synonymous with strength and reliability. A bold branding style and color pallet was used to help rebuild confidence with lost customers.

SOCIAL MEDIA

The Pro Audio campaign was heavily driven by our ambassadors through their social networks. We used the medium to communicate directly with our customers in an effort to learn more about their needs and shopping habits.

DIGITAL

The Prolink Cable Finder

A cable finder was built to help demystify the proprietary technologies behind the Monster cable. The finder provided detailed product information by scanning QR codes that were strategically placed along the customer journey. Please see the Cable Finder case study »

DIGITAL

The Prolink Cable Finder

A cable finder was built to help demystify the proprietary technologies behind the Monster cable. The finder provided detailed product information by scanning QR codes that were strategically placed along the customer journey. Please see the Cable Finder case study »

Premium Packaging

A premium brand requires a premium look. Prolink packaging featured a modern design, perforated tear away back, and window that let naturally tactile musicians touch the uniquely sturdy connectors prior to purchase.

POINT OF PURCHASE

Maximizing the In-Store User Experience

To help demystify Monster’s complicated proprietary technology, we developed educational content that was strategically woven into key touch points along the customer journey.

PHOTO & VIDEO

Producer Elliot Mazer at Neil Young’s Broken Arrow Ranch

Gear Fails with John 5

On the bus with Richard Patrick of Filter

Monster Cable at SXSW

VIDEO

Producer Elliot Mazer at Broken Arrow Ranch

Gear Fails with John 5

On the bus with Richard Patrick of Filter

SUMMARY

The refresh of the Prolink category had a huge impact across the pro audio channel. It energized our dealers and disrupted the market with new excitement and chatter. We learned that a quality product and an authentic design language was key to converting tech savvy customers. The campaign focused on real life interactions with working musicians along their quest for holy grail of tone.

SUMMARY

The refresh of the Prolink category had a huge impact across the pro audio channel. It energized our dealers and disrupted the market with new excitement and chatter. We learned that a quality product and an authentic design language was key to converting tech savvy customers. The campaign focused on real life interactions with working musicians along their quest for holy grail of tone.

Key Insights

  • When customers could find the answers to their questions, they bought with more confidence and required less assistance.
  • People were excited to talk about cables and their experiences. Providing open lines of communication and encouraging a two-way dialog greatly increased brand awareness and helped develop new leads.
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