Kenwood knew they had to focus on their substantial strong points, and break out of the typical industry mold.

One opportunity to create a major impact was at the giant Consumer Electronics Show, where the company leased a 5,500 square foot space to display their products and meet with retailers. Instead of using an exhibit specialist to create their new look, they chose a generalist -- FreeAssociates. They recognized that our strong strategic skills and marketing orientation would give us a broader overview of the situation.

Strategic positioning drove our design solutions. It led us to avoid the slick plexiglas and laminate look so typical of the electronics industry. Instead, we used natural wood finishes, spots of bright color, and huge photographic images on banners to create a decidedly different impression.

We positioned Kenwood in human, rather than technological, terms. The exhibit felt warm and accessible, yet still innovative. The theme "Music is Personal" was reflected in an A/V presentation of people from all walks of life, each enjoying music in his or her own personal way.

THE RESULT:The retail community and Kenwood's own reps received the new look with universal enthusiasm. Response was so overwhelmingly positive that the exhibit became the spearhead for a complete revamping of the company's corporate communications and marketing materials.

In addition to creating many of those items ourselves, FreeAssociates acted as Kenwood's overall corporate design consultant, working closely with their advertising agency, public relations firm, and other members of the marketing team. The result of all this? A 20% increase in consumer brand awareness over the first two years.

Like to see some of the other work we've done for Kenwood?

Market analysis

Corporate identity

Trade exhibits

Signage

Direct mail

Consumer materials

Press materials

Packaging

Point-of-purchase

Promotional graphics