RSA's Tom Hingston Gives Naim a New Look

Salisbury-based premium audio brand, Naim, has undertaken a complete brand re-design, in line with the launch of their new category-defining wireless music system, mu-so.

Respected globally as an established hardware brand for ‘audiophile’ music lovers, Naim has spent the last eight years developing world-class music streaming solutions to bring their unparalleled expertise in speaker and amplification technology to a generation of digital consumers. The embodiment of this extensive research and development can now be seen in their first ‘entry level’ product “mu-so” which launches through specialist audio retailers, Apple stores and John Lewis this month, retailing at £895.

Following phase one (a project to refine the core brand visual identity), the communications challenge was then to uncover - and in some ways rediscover - Naim's brand DNA, and bring it to life in a distinctive way, intimately connecting with the new and highly demanding music aficionado. The resulting campaign is a complete refresh of every brand touch point, from positioning and the visual brand world, to a new brand website, and multimedia campaign for mu-so which covers press, outdoor, digital and film.

Ryan Latham, Naim Marketing Director: “Embracing a new audience for Naim has meant a complete review of our brand - our positioning, tone of voice and image - whilst respecting our heritage. Our core customers are 40+ males with a love for music and the means to invest in equipment to really experience it. We know that with the launch of mu-so we need to also appeal to a new digital customer. This was a chance for us to convey to them our energy and passion for music through a dynamic new brand world.”

Laura Cannon, who led the strategic re-positioning: “Naim is driven by passion for music, as is their target customer. We therefore wanted Naim's brand world to be in and of the world of music.”

The work focuses on the deep and immersive sound experience delivered by Naim products, expressing the raw, emotional sensation of being drawn ‘inside the music’. The mu-so campaign film will launch online next week, with a preview version aired to music fans in cinemas across London throughout October - the first above the line activity of this kind that the brand has ever undertaken.

Tom Hingston, Creative Director: “It’s been a really exciting year having the opportunity to work with a brand which shares our core values of craft, excellence in design and the pursuit of the best experience in music.”