Brand
Focusrite — Scarlett
Objective
Introduce and nurture an emotional association with the Scarlett range of USB audio interfaces — demonstrate that a Scarlett interface is more than just a red box on a desk.
The rationale
Focusrite's Scarlett interfaces enable the parts and ideas of a song in an artist's head to become a reality. Those ideas and parts are often reflections of the artist's feelings or a snapshot of the artist's life at the time they were written; so in many ways, they are more than just parts.
Therefore, a Scarlett is more than just an audio interface — it accurately captures emotion and the nuances surrounding the expression of that emotion.
The messaging
Drummers: More than a beat
Singer / Songwriters: More than a song
Guitarists: More than a riff
Bands: More than a demo
Podcasters: More than an episode
Synth-heads: More than a patch
Classical / Soloists: More than a part
Sound designers: More than a sound
Each tagline is tailored accordingly to the main use cases for each of the audio interface configurations. Revolving around a two-part "More than a…" concept with call and response relating to the subject of the photography. The response is always "More than an interface".
You have more to say
Additional messaging was added later in the process — "You have more to say". This was meant to act as an all encompassing, top-level message, with the intention of feeding into the "More than an interface" conversation.
real world implementation
Specific use case billboards — a few of the first uses of out-of-home advertising which Focusrite have ever placed. Unfortunately, this work was never given the chance to hit the UK, thanks to a certain 'C' word.
Hong Kong
Los Angeles
