Stanton

website: stantondj.com

Challenge
The Stanton Brand is a well-recognised high quality professional audio brand in the USA used by the professional DJ and the music industry generally. Although the market was growing, sales at Stanton were not keeping pace and despite strong brand recognition, the Stanton product range needed updating, whilst its brand identity did not reflect the company’s pioneering innovation.

Insight
What was driving growth was not the professional market but young amateurs buying the product to scratch and mix their own music and then DJ’ing at local parties and with friends. This audience was driven by a highly trend conscious, urban, African-American culture. The current look and feel of the product looked dated to this audience, they recognised the quality of the product but that wasn’t enough.

Solution
The Product range of over 17 different items was completely redesigned. A modern almost industrial visual identity was created that could accommodate turntables, CD mixers and sound mixers and the brand identity was replaced with a complimentary design that reflected the need and aspirations of the target market.

We created a clean and simple brand language, combining a new, confident logotype and a complete redesign of the range of over 17 products.
The design combines attractive, modern styling that emphasises the unique aspirational qualities with robust, industrial looking materials that respond to the rigours of high performance.

Results
Product usability simplified towards intuitive control and delivers a balanced approach to the different needs of both the scratch artist and the more traditional DJ.

“We want Stanton to be perceived in a manner that reflects the cutting-edge nature of our new products,” says Dave Froker, CEO of The Stanton Group. “DJs, musicians and producers who use Stanton gear are those who expect sophisticated technology combined with strength, reliability and ease of use. The new industrial design of our new mixers, CD players, and turntables is in line with our customers’ contemporary style, as is the dynamic feel and modern simplicity of the new Stanton logo.”