D'Addario

D'Addario, provides musicians with the most innovative musical accessories in the world. Fueled by a passion for innovation, music has coursed through this family's blood for over 400 hundred years.

Today, the NY-based business faces stiff competition in every category. After years of new acquisitions and sub-brands, the portfolio had become overly complex, duplicative, and confusing for customers trying to navigate the various product lines. After research, we were able to map out the portfolio based on customer purchase drivers and competitor weaknesses, and build out a five-year road map outlining key brand changes. Which included an end-to-end expression system of mutually reinforcing sub-brands—all with a singular brand voice.

SERVICES

Brand strategy

Brand architecture
Identity

Expression system
Product branding

Packaging systems
Advertising
Website design