Master & Dynamic
Designing the Modern Thinking Cap from the ground up.
With access to music at an all-time high, and other cultural factors, like open office plans and an increase in urban commuting, people are increasingly graduating from standard headphones that come with their mobile devices to more enhanced offerings. As such, the premium headphone category is booming, with established and emerging brands flooding the market with promises of aesthetic design and audiophile quality. How do you create a new brand and product portfolio that differentiates itself in the highly competitive and saturated premium headphone marketplace?
We started by conducting extensive expert interviews across the music world — from record store owners to high-end audio owners — while also participating in ‘audiophile’ communities online. We also conducted a massive product audit where users test-drove various premium headphones, analyzing the pros & cons of each brand and product.
Our research unearthed a clear insight: With the rise of streaming and subscription-based services, people increasingly rely on music as a tool for productivity and creativity as much as entertainment. From this insight, we developed an actionable brand and product strategy anchored in the concept of the Modern Thinking Cap —tools to help focus, inspire, and transport your mind.
This strategy informed all aspects of the brand’s manifestation. From naming and brand identity, to product design and materials selection, to launch strategy and communications, we collaborated with partner agencies to bring the brand and product to market.
Master & Dynamic has been consistently ranked as one of the best products in the audio market, and within three years of its original launch, the brand found itself in 500 stores such as Apple, Bergdorf Goodman, and Neiman Marcus. At the same time, creative minds everywhere have the tool they need to fuel their process in order to elevate their work for greater impact.