Fahrenheit Studio Re-brands Axiss Audio for Luxury Market
Fahrenheit Studio transforms Axiss Audio's niche brand to attract luxury buyers seeking the ultimate audio system
LOS ANGELES, CA—February 12, 2007—Axiss Audio, a leading distributor of high-end audio gear, hired Fahrenheit Studio, an award-winning new media design firm, to reposition its brand from the audiophile market to the luxury home theater market.
Axiss Audio was looking for a way to tap into the growing demand for one-of-a-kind home theater systems and music rooms. The company enlisted Fahrenheit Studio's branding expertise to broaden its appeal to luxury consumers, while continuing to attract its base of hardcore audiophiles.
With research showing that 51% of luxury consumers do their preliminary shopping online (The Wealth Report: 3/15/2006), Fahrenheit decided to create a web-centric identity for Axiss Audio. The brand's new modern design plays well in any media environment, and is intended to wow luxury-minded consumers searching for the ultimate stereo.
The centerpiece of the new roll out is Axissaudio.com (http://www.axissaudio.com). Axiss needed a website that would provide easy access to technical information, and at the same time, express the beauty, perfection and exclusivity of its offerings.
Fahrenheit's approach was to simplify the layout of each page, streamline the component categories, and add the ability to locate and contact dealers directly. The result is a web gallery of ultra-exotic stereo gear with one-click access to deeper information and detail. The exclusivity of the look and feel is underlined by the absence of pricing. If you want to see this gear, it's by appointment only.
"We're finding that most of our branding projects involve companies who know that their identities need a facelift, and that they need to re-focus their marketing efforts toward the web," says Robert Weitz, Fahrenheit's co-director. "Our specialty in both identity and web design helps us to understand the challenges involved in moving brands into the 21st century."
About Fahrenheit Studio
Fahrenheit Studio is a Los Angeles-based new media design firm founded in 1995 by the creative team of Robert Weitz and Dylan Tran. Fahrenheit specializes in branding and web development for high-profile clients such as Virgin Records, Navellier & Associates, IBM, Warner Music Group, Sony Music Entertainment, Warner Bros. Online, Mattel Interactive, and artists such as The Rolling Stones, Korn, Ben Harper, Joss Stone and KT Tunstall. For more information visit www.fahrenheit.com.
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