welcome to the show

know your audience

The key to any good live show is knowing your audience – the same is true for any good design. Based on extensive TDK Life on Record research their consumer was profiled as a 30 year old Urban Male who appreciates the convenience of today’s digital, but misses the rich warmth and authentic listening experience of the analog they grew up with. They demand an exceptional listening experience unlike any other, and this is where the TDK Life on Record brand thrives. TDK Life on Record delivers products that artfully balance performance and value, function and emotion. Focusing on details such as craft, spirit and warmth, and promising a tactile experience that gives the Urban Male control of features he cares about the most.

“Music is a gateway to deeper experiences, richer cultures and new tribes.”

Music gives individuals a voice, it is a way of personal expression. It works as a social and cultural connector, bringing people together in ways other mediums can’t achieve. Music provides a rich history and a feeling of authenticity. Having grown up on vinyl records and TDK mix tapes, the TDK Life on Record consumer has an innate affinity for tangible warmth – especially if it draws on the nostalgia of music history. This comes across in the material choices and color palettes TDK products tend to utilize.

tone is in the touch

The beautiful thing about music is the way that it connects us, without having to explain the way that it connects us. The TDK urban male consumer lives this belief day in and day out. They are more likely to play instruments of their own, frequent live shows and seek out deep cuts from their local record stores. Following the beat of their own drummer, they find inspiration from modern musical prophets – classic influencers who have weathered the storm and stood the test of time. Artists from Dylan to Drake, Hendrix to Kendrick, and the Beatles to the Beasties. While the influences may differ from person to person, the connection is strong and the impact is undeniable.

audio made visual

After getting to know the consumer and the products, our team went to work bringing the warmth of analog and the convenience of digital to life across a variety of branding touchpoints, beginning with packaging. The natural fit of the visualizer bar provided a strong central element for the brand that spoke to not only the products themselves, but evoked a technological authenticity iconically uniting the past, present and future of music all at once.