Repositioning premium products in Argentina
To design the image and communication for Sharp Aquos. It is a Japanese brand who produces premium TVs in all the world, that looks to reposition itself in the Argentine market as a symbol of high technology.
We created a communication strategy, which enhances the characteristics of Sharp products. We propose a flexible graphic system that could extend this idea. We search through different analysis to understand the consumer of the brand and at the same time be able to represent the values of them with a strong avant-garde technological imprint.
We base communication on four conceptual axes that represent the universe Sharp Aquos: Definition – Iconic – Ingenious – Meticulous.
Under these strategies we define the brand claim as «Experience Everything».
We developed two sub-brands of Sharp Aquos: «Cinema Mode» that enhances the unique characteristics of the product and integrates it with «Cinema and Sharp & Friends», a system that allows to generate a channel of direct communication between the brand and its consumers.
An iconographic system was created and developed that would be part of Sharp’s graphic identity, allowing to give a different identity to the features of its products.