San Francisco-based newdealdesign recently completed a major program for Memorex focused on repositioning the brand in the consumer audio market. The branded approach will launch with two new audio product lines - the Loft and Biomorph families - each with its own distinct design language suited to its users and use scenarios, as well as a shared rectilinear shape and other design cues that distinguish Memorex from other major audio brands.

For the portable sports audio segment, the Biomorph family includes an MP3 player, CD/MP3 player, boombox, and a novel beach radio that the design team affectionately dubbed the 'Almost Boombox'. The Biomorph language attributes represent a young attitude that is progressive, rational, bold and body-oriented, fitting with its active-lifestyle, sports-oriented users. The language features rubberized dark gray bumpers on contact edges, metallic surfaces, controls placed for natural and intuitive operation, and other details for enhancing portability and use in active settings.

For the home and small office segment, the Loft design language emphasizes simplicity and harmony, providing a contemporary appearance that extends and adapts neo-minimalism design cues to be more in line with home furnishings than consumer electronics. The Loft family is intended for design-savvy users, who are aware of lifestyle trends. The family includes a CD Micro System, CD Portable System, CD Personal System, and a clock radio that represents a fresh, functional renewal of this bedside icon.

More info: newdealdesign Company Profile

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Date Posted: January 01, 2004
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