BEING DIFFERENT

Concept / Design / Illustration

This project required a concept to reposition the brand as being 'different' to competitor brands.

Aiwa had suffered due to increased competitor communications, which had pushed other brands to higher sales and consumer awareness.

The concept focused on the idea of "aiwa'nna" do something different as the main tagline. This was combined with very striking imagery that was visually dynamic and slightly challenging in it's tonality. A Cactus loving lady, an uber spikey dancer, a beard fanatic... just a few of the characters created for the series of distinctive images.

As part of the same project the client also wanted to launch a branded magazine for use in audio dealerships. The magazine was a quarterly production that used content supplied by independent music journalists.