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THE STRATEGY
Why Be Ugly?
Jawbone, a leading developer of mobile audio products, understood that noise reduction and comfort were the critical functional elements for hands-free devices. What fuseproject brought to the table is the notion that technological accessories make an aesthetic statement about the end-user. A successful device should be technologically superior as well as aesthetically appealing.
This is the inspiration for the critically acclaimed Jawbone Bluetooth headset and it is the underlying message of the Jawbone brand. The Jawbone, through its design and innovative technology, transformed consumer expectations for what Bluetooth headsets should be.
WORK
<span>by Brands</span>JawboneOne Laptop Per ChildNIVEAOUYAWhole World WaterGAME GOLFPayPalSodaStreamGESabiLOCALPumaHerman Miller
Verbien/Augen OpticsPACT UnderwearIssey MiyakeMintJimmyjaneSwarovskiCanal+Mission MotorsPeelNixonActivisionY WaterNYC CondomNYC HelmetAnima TerraThe Nature ConservancyiGoogleHBFCoca-ColaPantechBMW MiniDaneseERCOBirkenstockDirecTVGaia and GinoInnerlightTylenolZoetropeSpaceScentSlingboxFriend StorePhilouHIP
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