In 2011, as electronics innovator Sonos prepared to launch a new game-changing product, they retained BMD to help re-think their brand identity. After establishing an evolved wordmark and a new look and feel, BMD implemented this new identity across a multitude of touch points, designing packaging, point of sale displays and retail collateral as well as special event graphics, website modules, user interface and other digital applications. The new identity helped reposition Sonos from a technology brand beloved by ‘in the know’ audiophiles to one focused on experience with a much broader appeal.