New product branding, Promotional launch, Ongoing campaign

Yamaha Music Australia: Audio Visual //

Product brand identity and promotional campaign developed for a new product to the Australian market. Design work included a range of press and web advertisements, point of sale, promotional and event signage (large format posters and pull up banners), website design.

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Yamaha receiver models looked very similar, so when this flagship product was due to hit the Australian market the Product Manager briefed an approach to design that would separate this top level receiver out from the other ‘black boxes’. This new receiver was infinitely more powerful than its predecessors and offered greater possibilities in terms of flexibilities, power, sharpness and detail. The simplicity of product design masked the inner prowess, and we loved the correlation between this product and the concept of Japanese ‘zen’.

Providing an opportunity to convey the history and culture of this Japanene brand mark through the promotion of this flagship receiver, we took a creative approach to launching this new product: the media launch included a real-life Japanese zen garden as the centre-piece with a plinth to support the featured product; event invitations included teasers featuring a sumo wrestler; website design incorporated a flash animation whereby Japanese screens rolled back to the sound of samurai swords, revealing the product in situ on a reed mat, amidst zen garden artwork and tranquil water and bird soundtrack. Working together with marketing I designed the website and supplied artwork elements to web developer, while providing art direction over finished site.

[The Z11 website] would not have been possible without the absolutely incredible efforts and creative flair of Sara who established the graphical elements of the theme from the ground up and really ran with it… – Michael Hills, National Sales Manager.

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