Reviving a brand’s legacy

From the beginning, Head Monster Noel Lee worked with top musicians, producers, and engineers to create the first premium cable line for musicians. After leading the channel for over three decades, Iconic Prolink category had suffered from neglect in the shadow of the Beats by Dr. Dre launch.

BRIEF: The mission was to refresh the category and revive the company’s legacy for a new generation of musicians. Project requirements included the development of 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

Rebuilding a brand’s legacy

From the beginning, Head Monster Noel Lee worked with top musicians, producers, and engineers to create the first premium cable line for musicians. After leading the channel for over three decades, Iconic Prolink category had suffered from neglect in the shadow of the Beats by Dr. Dre launch.

BRIEF: The mission was to refresh the category and revive the company’s legacy for a new generation of musicians. Project requirements included the development of 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

Rebuilding a brand’s legacy

From the beginning, Head Monster Noel Lee worked with top musicians, producers, and engineers to create the first premium cable line for musicians. After leading the channel for over three decades, Iconic Prolink category had suffered from neglect in the shadow of the Beats by Dr. Dre launch.

BRIEF: The mission was to refresh the category and revive the company’s legacy for a new generation of musicians. Project requirements included the development of 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. We gained valuable insight regarding the online user experience as well as the brick & mortar 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

Building 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 a neglected customer base.

TYPOGRAPHY
COLOR

Prolink Cable Finder

A handy QR code activated application built to demystify the Monster Cable.

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 rich educational content that was strategically woven into key touch points along the customer journey.

Video Kiosk

Pull-Up Banners

Road Case Display

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

WHAT I LEARNED

Your customers will forgive you.

The redesign of the Prolink category had a huge impact on sales and social engagement with our users. We learned that our customers were still loyal, even after being abandoned for almost a decade. Through the discovery process, we identified that we needed to provide better product features and technology content at all customer touch points.

On the design side, it was immediately clear that authenticity was a golden key with this channel. Premium pro audio customers could smell a fake from a mile away. The visual design focused on real life environments and situations that musicians faced along their quest for holy grail of tone.

On a personal level, this was an extremely exciting role that helped me grow in all aspects of my life. I was faced with new challenges daily which helped hone my problem-solving skills. I learned new tools and workflows while developing my skills as a team leader in a high-paced CPG environment.

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.
NEXT PROJECT

SAN FRANCISCO

EMAIL

SAN FRANCISCO

EMAIL

Contact

SAN FRANCISCO

EMAIL