As creators of the original cassette mix-tape, TDK fueled a generation. By enabling people to create and share music, TDK found themselves dead-center in the first era of music sharing. Since then, TDK has veered from their roots in music. To get back to their beginnings, we helped TDK re-establish their brand in the tradition of music.

Revisiting what originally made them big, TDK re-imagined the boom box, legacy headphones, turn tables, and high fidelity speakers, all engineered with the audiophile at heart.

Launching this new strategic direction required a 3 tiered launch strategy to first reengage a long deactivated audience, then tease and release TDK’s newly crafted product portfolio. To do this, we re-envisioned the brand to reflect both its past and future. By building the brand from the products themselves we created an integrated identity that felt in sync and established from day one. The graphic system was distilled from the products and brand attributes, creating a distinct and ownable system that could scale globally across the entire audio category.

To support the launch, new products and partnerships were considered to broaden TDK's re-entrance to music and modern media. iPhone applications and add-ons combined TDK's interest in recordable media with high-fidelity, on the go, shareable sound.