THE BRIEF: Naim Audio is a British hi-fi brand with a legendary heritage in home hi-fi systems since the 1970s. Naim boasts a Queen's Award for Export, an exclusive partnership with Bentley and kickstarted the trend for the best quality digital music around. Naim also run a Mobo-winning record label, Naim Label, home to more award-winning artists.
The arrival of the all-in-one Naim mu-so speaker system was a new product for the company and a brave new step into the future. We were asked to convey the quality and heritage of what Naim had achieved in the past decades but bring a new kind of press and consumer to the brand...
HOW WE DID IT: By explaining the technology behind the mu-so system, it created an expectation. The design helped attract admiring glances but cutting edge features such as a dedicated app, Spotify Connect and powerful speaker drivers had never been seen in a lounge friendly system like this. For over a year, we demonstrated mu-so in action and everyone from The Sun, The Mirror, Wired and The Mail on Sunday saw that mu-so could deliver hi-fi sound from an all-in-one system and wrote incredible reviews.
“Fuses retro hi-fi class with bleeding edge digital details” Maxim
“Refined, assured, cool” Financial Times
“Sounds great, looks lovely” The Observer
“We were completely blown away by the clarity” BBC
“You won't find better” The Sun
Following that line of thought, we knew that interior media and home magazines would be eager for a system like mu-so and promptly placed mu-so in Grand Designs, Wallpaper, Elle Decoration and beyond.
The mu-so entered stores such as John Lewis and Apple Stores and it wasn't long before US media were speaking to us about mu-so, leading to a full page in the best-selling men's magazine in the world (Maxim) alongside debuts in Uncrate and US Wired. Mu-so also entered Apple stores in the US, rounding off an incredible year for the system and the brand.