PUI Audio Branding

PUI is an oasis of knowledge and experience. Through its people and the types of content it has produced in the past, it is clear the team at PUI Audio knows what it is doing. It can relate easily to customers and distributors to explain and solve challenges collaboratively. PUI Audio provides the world with the most comprehensive, high-quality audio components and innovative custom solutions. The previous brand mark did not effectively represent the brand due to scalability and uniformity in all situations. Our primary goal was to bring uniformity to the brand and build an expanded color palette.

Services
DEFINE
Building consistency into brand interactions

Even though the PUI brand had undergone a recent brand update, the brand mark was not legible at small sizes and lost the ability to capture the essence of the PUI quality. The task was to visually speak audio while creating uniformity on everything from a tiny microphone to a corrugated box. The brand colors were dull and lacked an invitation to collaborate. Our goal was to bring personality while maintaining authority in the audio market.

USER TESTING
Building consistency into brand interactions

Even though the PUI brand had undergone a recent brand update, the brand mark was not legible at small sizes and lost the ability to capture the essence of the PUI quality. The task was to visually speak audio while creating uniformity on everything from a tiny microphone to a corrugated box. The brand colors were dull and lacked an invitation to collaborate. Our goal was to bring personality while maintaining authority in the audio market.

screens from user testing with bar graphs, heat maps and results
Project Partners
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DESIGN
Evolution of brand takes new shape

The first task was to revisit the brand mark. How could we effectively represent all that PUI Audio does with the sine wave? Research into audio components, audio waves, and representations led to exploring many iterations. Ultimately the collaboration led us to evolve the PUI sine wave into a more recognizable and future-forward brand mark. We continued introducing a bold and sturdy geometric sans serif typeface with character and personality to carry brand presence in every aspect. An additional consideration was to create a pattern library that could bring expression into future assets. Please take a look at how we delivered that experience below.

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Chatter

DELIVER
Connecting users to the brand mission

A brand guideline should be a living document, and the brand should always be open to adjustments. We created a solid foundation that opens the door for PUI to explore new markets and build sub-brands into their marketing mix. This foundational presence opens the door for the marketing team to create assets internally and bring uniformity to white papers or social media posts. Whether you are an audio engineer or a CEO, engagement with PUI should feel connected and inviting, relating you to their core mission: Audio enhanced with expertise.

Altitude

Data