Client Overview
Organization: Crown Audio
Industry: Audio Electronics
Crown Audio (Crown International) is an American manufacturer of audio electronics and has been a subsidiary of Harman International since 2000. Harmon International has been part of Samsung Electronics since 2017. Today, Crown Audio is known primarily for its power amplifiers but has also manufactured microphones, loudspeakers, commercial audio products, and digital audio networking products.
Challenges & Objectives
• Crown Audio wanted a special, out-of-the-box annual holiday card to send to their top sales reps and purchasers. They needed something to strengthen their relationships with their audience and portray a soft, kind, and humorous personality.
• Crown also asked for a new brand look for advertisements of their new Commercial Audio Series of amplifiers featuring new capabilities in technology excellence.
Solutions & Results
• Following an initial meeting with Crown, they approved the project after reviewing storyboard concepts. Crown personnel participated in photography sessions, and the resulting images were integrated into designed environments for the cards. The final product was met with great enthusiasm, with some audience members even considering them collectibles. The holiday cards sparked conversations among sales personnel and clients, helping to portray Crown staff as kind, fun-loving, and relatable individuals. Crown’s holiday cards were a success with their target audience and continued to be produced annually for several years.
• The new branding for Crown’s Commercial Audio Series of amplifiers helped separate the latest technology amplifiers from other Crown audio products, making it easier for customers to see the products as Crown’s top-level product line. Additionally, providing templated formats made it more efficient to produce consistent branding for future ads of the new line of amplifiers.
Holiday Cards Branding as Fun-Loving People Who Love Their Audio As Much As Their Audience Does
The images below show a couple of the holiday cards that were produced for Crown. The objective for each card was to portray a fun-spirited and unique image of the Crown staff reflected through musical eras and themes.
Holiday Joy
From the Crown president on down, the holiday cards were a good time for all. Not only were they unique and well-received, but they brought the Crown team together in a shared joyful project.
