LIVE UP YOUR MOMENTS

After more than seven decades as a well-respected audio brand, Nakamichi tasked BaseCreate with refreshing their brand’s strategy, market positioning and visual identity to meet the needs of today’s fast-evolving marketplace. The objective was to give Nakamichi a brand strategy broad enough to encompass all the new product ranges that global licencing partners were developing – yet maintain the core brand values that they built their name on, such as innovative design. Our challenge was to meet the new realities of the market and attract younger consumers without sacrificing Nakamichi’s reputation for excellence. We developed a new brand positioning centred around the idea of “living up your moments”, which speaks the language of the target customer segments, drawing them in to discover a wider range of products.