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Aliph wanted to differentiate its new mobile headset from the crowded headset category. They engaged SALT to create a powerful brand proposition which includes a distinctive product name, “Jawbone,” the military-grade audio and intelligent design, positioning, and definition of the “Adaptive” headset category. To support the brand strategy, SALT created the visual language system, identity, website, packaging, collateral, launch communications, and advertising.
Jawbone is a new kind of mobile headset. It is the only such device that leverages military-grade audio technology and intelligence to adapt, continuously improve audio quality, and subtract noise based on what it knows about the noisy environment around you. |
