THE DESIGN SOLUTION
Bling That Rings
fuseproject was instrumental in the development of the Jawbone headset and its brand. We had to make Jawbone successful in bringing its NoiseAssassin technology to the consumer market, and establish its core brand. fuseproject helped solidify the brand message by integrating all aspects of consumer touch points from product, logo, and packaging to marketing collateral, POS, website and communications.
The new Jawbone headset is designed for maximum ease-of-use. Two streamlined buttons control all the functions of the headset and are discretely hidden underneath the outside shield. The shield itself is textured in a sound reflective relief. Its unique surface plays with light so that as the user moves the device appears animated. The expressive, humanistic design makes the headset fully accessorized.
But the headset itself was just the first step in breathing
life into the brand. To tell the story of functional luxury, we redesigned the logo and developed extensive brand guidelines. We provided art direction for the product photography and designed and produced the brand's print collateral. We also helped develop the PR strategy.
Finally, we designed a package that fit the brand story. To highlight the beauty of the device itself, the packaging functions as an encased pedestal above which the device hangs. Using a subtle yoke to hold the device in place, the Jawbone can be viewed from 360 degrees, giving it the feel of an sculpture in a gallery. And, because luxury should never be difficult, the packaging opens seamlessly, unlike the typical blister-packs other headsets come in.