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We have a PhD in “good sound”

TOA Electronics Europe GmbH, Hamburg


What do you have to do as a Japanese company in the field of professional sound equipment in order to prevail against the big B2C brands on the one hand and the small technology-driven specialist providers on the other hand? As always, it’s about distinguishing the brand and making a statement that has relevance for the target group on the one hand and can be lived up to by the company on the other hand. A closer look at the company and the market participants showed that the existing statement “we supply sound, not equipment” fit well, but consistent focus in the communications was missing.

The focus of TOA is advising customers with the aim of always finding the best technical solution for very individual situations – a truly scientific task. We took this approach into account, and for our work we invented the TOA representative employee – Dr. Sound represents the brand promise and the undisputed sound expertise of the company. Dr. Sound is a likable sound nerd who attracts attention with his slightly quirky outfit and brings a smile to everyone’s face. Together with a consistent headline style that tries to capture relevant sounds in words to give the reader an acoustic impression of the situation, a modern distinguished brand image was created, which started in Germany and Europe and has now spread through the entire TOA world all the way to the headquarters in Japan. 

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Strategic concept for international brand relaunch, internal communications, interim website www.toa.de, trade-fair design ISE 2016, overall catalog, event concept, product launches

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