Introducing the Sonic Dimension in Sound
The Challenge
EDGE Sound Research approached us to build a unique brand and online presence that would introduce their brand new patent-pending audio technology in the experiential audio category. Their new tech, the ResonX, would enable users to both feel and hear sound. Our team first began identifying the best go-to-market strategy that would position their brand as a more premium product in the audio industry. Understanding their go-to-market strategy would uncover the requirements needed in product development to reach those target audiences; all this while establishing a sustainable business model for scale.
The Results
The result of our efforts led to the ESR team raising $650k+ in pre-seed funding. How did we accomplish this? We did this by creating customer feedback loops to gather detailed insights on the perception of ResonX™ Technology to better understand and deploy the driving levers of the startup.
"The team at Free Logic has the most uniquely innovative minds on this planet (2 planets once they arrive on Mars), and I am 100% aware that our company would not have the amount of press, opportunities, or exposure if they weren’t involved. They specialize in taking madman ideas (like mine) and crafting the perfect explanation (with stunning graphics!) so that others can understand my foreign techno-babble. Seriously, if you are trying to communicate with people, you need some Free Logic in your life."
Ethan Castro
Co-Founder, Chief Technology Officer of Edge Sound Research
Our Approach
To begin, we conducted a full brand sprint that would identify their best brand persona and establish their go-to-market approach to understand customer insights. These findings would lead to creating their premium online presence built with ecommerce functionality on Webflow that would attract more premium clientele. From there, we were able to launch the Alpha Program, which enabled ESR to work with 50 alpha users to validate the perceptions of each target group and understand which grouping is the most ideal early adopter of audio tech.
Getting Edge Sound Research to the New Dimension
- Create a brand that appeals to potential customers and partners that showcases their high end product.
- Build an entire website architecture that clearly articulates who they are and their technology’s capabilities.
- Display the product vision to educate the market on their new audio technology.
- Create content to amplify the brand to the ideal customer profile based on value props.
Create a brand that appeals to potential customers and partners that showcases their high end product.
Straightaway, our team conducted a brand sprint with the main stakeholders of ESR. The purpose of this exercise was to help facilitate their team to turn their ideas and notions about their brand into a defined brand image. This would bleed into everything and anything they do that’s both outward and inward facing. Findings from this exercise, such as understanding value propositions, their target market and competitive landscape, would aid in how they are represented to their potential customers and partners. Additionally, this exercise prompted their internal team to solidify their goals and aspirations for the next 5-10 years, ensuring that all stakeholders were on the same page and working towards the same goal. This brand sprint carried into how our team designed their branding guideline that would be used across any and every piece of marketing material that is associated with ESR from their website to their signage to their press pieces.
Build an entire website architecture that clearly articulates who they are and their technology’s capabilities.
Now with ESR’s branding solidified, our team began the website build process. Our team designed the wireframes and handed the development off to SuperMood Studios. They were able to bring our vision to life by adding interactive elements, fully customized product renders, and 3D scene animations.
Display the product vision to educate the market on their new audio technology.
Our team also conducted User Experience (UX) interviews for a set of 50 alpha users. These interviews would guide ESR to understand their perceptions, interactions, pains and joys using the ResonX by utilizing both qualitative and quantitative research. In our quantitative data, we sent out customer feedback surveys and polls that would help us understand the users’ NPS score and their willingness to promote the product. Through conducting user research interviews, we were able to gather qualitative data about the user pain points, their likes and dislikes, and how they respond to this new patent-pending technology. We were also able to uncover which target audiences were early adopters. The Alpha Program enabled ESR to tackle their go-to-market approach with more clarity with these new insights and findings.
Create content to amplify the brand to the ideal customer profile based on value propositions.
When all is said and done, our team’s next big project was to communicate this new, patent-pending technology to the public eye. The goal was to not only communicate the use case, the functionalities, the specs of the ResonX all with effortlessness and ease, but also strike the balance between simplifying the nature of what ESR does so that anyone can understand the full gamut of the team’s research and efforts. Our team did so by creating their social media platforms as well as creating a community-based platform on Discord. This platform allows for an open and direct communication line between users and the ESR team where conversations about newness in audio tech, latest team updates, and direct customer inquiries and questions can be discussed.
Scope of Work
Branding
Brand Sprint
Visual Identity
Brand Messaging
Brand Guideline
Graphic Design
Digital
UX/UI Design
Wireframes & High-Fidelity Mockups
Ecommerce
Fulfillment Center Integration
Web Analytics
Data Analytics & Tracking
SEO Architecture
Strategy
Market Development
Business Strategy
Stakeholder Interviews
Competitive Analysis
Research
QA Testing
Marketing Automation
SEO
Copywriting
Target Audience
SEO Architecture
Blog Strategy
Content Creation
Photography
Videography
Social Media Assets
Market Entry
Email Strategy
Influencer Strategy
Ad Strategy
