Meyer Sound
Meyer Sound came to barrettSF for some quick creative work for their launch on an online retailer, which would be a completely new, B2C way of selling for the traditionally B2B brand. When we learned that they hadn’t updated their brand or messaging in over a decade. I realized this was much more than a landing page — they needed a fresh, bold, compelling brand strategy. They agreed it was time to signal a new day for the brand.
After digging into what makes Meyer Sound, Meyer Sound — like the fact that Metallica and Ed Sheeran ask for them by name for all their tours, like the room in their HQ built to find their product’s breaking points (aka… at what point they literally explode), like the 10 foot wall of sound they built for the Grateful Dead, like all the patents and history and innovation and passion since 1979 — it was clear that quality is central to the story. But quality is broad — so I set out to define what Meyer Sound’s specific brand of quality is…
It’s honest. Their products don’t morph and change the sound - they play real, perfect, pure sound, exactly as it's meant to be. They’re so accurate that you can hear every strum and every hum with pristine clarity, and the sound certainly can’t hide. Additionally, it echoes the founder’s lifelong fight for openness and transparency in the industry — publishing their specs and stats since the very beginning, something competitors never do. Honest sound is exactly what Meyer Sound provides, and is exactly how they’re different, how they’re changing the game. For Meyer, it’s not just good sound that matters, it’s honest sound.
Creatively, we expressed this idea through the platform of ‘Hear it Right’.
My role: Lead strategist // Conducted all research, developed brand strategy and creative briefs, built out complete messaging architecture, partnered with senior clients and creative directors
Shortly after launching their new brand, we were lucky enough to help them launch a brand-new, super-secret, years-in-the-making product called ‘Panther’. It’s a line array system that is lighter, louder, and less expensive than ever before — all things that sound engineers around the world have been asking and waiting for from Meyer Sound for decades. Since sound engineers inspired the product, who better to tell its story? But in Meyer Sound fashion, they didn’t just listen, they went wild.
And I’m so pleased to see that the brand strategy is continuing to inform new launches and legacy products alike in a way that’s deeply rooted in the brand’s truth, years later!
Agency: barrettsf