STORY
Amar Bose, an electrical engineer and MIT professor, founded The Bose Corporation in 1964. Due to the company’s technical rigor, it quickly became the gold-standard in audio engineering.


By 2023, big-name consumer tech brands had stormed in, winning market share with different propositions: great UX and stylish design.


Bose had to pinpoint why it was different – not in degree, but in kind.


The brand’s point of differentiation goes back to 1956. Amar had just installed a high-end stereo speaker system at his home. He turned it on. Then off, disappointed.


Despite its impressive technical specifications, the system failed to reproduce the realism and strength of a live performance. Hearing music wasn’t enough. Amar wanted to feel it. Feeling sound intensifies moments. It enriches them. It makes sound an immersive experience. Amar started a company to deliver it. Bose summarizes this ambition as “sound is power.”


Yes, Bose manufactured audio equipment. But Bose was in the business of immersive audio – sound so powerful it grabs hold of the listener and heightens the emotions of any moment. This shift revalued Bose’s intellectual property moat: its culture of “deep tech” engineering and vast patent library. This shift also worked to deposition other brands as delivering lower quality sound.


We reimagined Bose’ expression to better carry this story. In doing so, we narrowed the competitors' brand advantages and signaled Bose’s shift from "engineering" and “equipment” to a higher-order, more desirable value: "Immersive Audio."




IMPACT
We freed their iconic logo to take on its most expansive form—recasting Bose in people’s minds with a declarative, visual language that brings sound’s emotive power to life. This new expression has helped launch their next generation of remarkable products (like QuietComfort earbuds and headphones) and foster partnerships with artists like Donald Glover, JamieXX, PinkPantheress, Ice Spice, and more.