Client: Definitive Technology
Industry: Consumer Electronics

Building a Bipolar's Brand Name

As a start-up loudspeaker manufacturer in 1990, Definitive Technology needed advertising and design support to develop a brand identity in the high-end audio market for its new product line which today includes various tower and bipolar speakers, bookshelf speakers, subwoofers, center channel and surround sound home theater speakers. Akins came to the rescue: We have produced all of Definitive’s product literature as each product was introduced over the years and as each product line was upgraded. Working closely with the client, we have developed numerous full-page layouts and 2-page spreads for advertising in Stereo Review, Sound & Vision, Home Theater, Audio/Video International, The Absolute Sound, Perfect Vision, DVD ETC, HDTV ETC, E-Gear and other publications.

In addition, we have developed dealer sales materials, product illustrations and ad slicks, which are provided as both printed hard copies and as Mac and PC compatible digital files. We have produced owner’s manuals for every speaker, including creating extensive wiring and hookup diagrams and recreated key magazine product reviews with award logos and magazine rating graphics.

We designed a new look for the company’s website and regularly update it with new product literature, reviews and dealer listings. We also provided consulting regarding domain names, hosting services, email responses and search engine ranking and tracking. And we produce monthly e-newsletters, which are sent to Definitive customers. We also created banner ads for a number of audio/video publication websites.

We often attend the consumer electronics show in Las Vegas in support of Definitive Technology and other audio clients, and produce the signage, posters, and handouts used at the show.

With the introduction of Definitive’s high-tech sleek mythos speaker line, we created new product brochures and ads. This updated lifestyle look continues to be applied to new Definitive product introductions.

Definitive Technology is now ranked in the top 10 high-end loudspeaker manufacturers—and is the industry leader in bipolar technology.