Branding and website for a UK distributor in high-end audio
Introduction
Airt Audio are distributors of specialised audio equipment, with more than thirty years of combined expertise in their field. They search for outstanding, timeless products from high-end manufacturers who work at the very edge of what is possible in sound reproduction. Above all, they are passionate about their work and dedicated to providing clients with the most appropriate and objective advice possible.
The products they recommend share the common goals of setting new standards in audio fidelity and pushing the bounds of what is thought possible.
“We introduce audio equipment to the public through our trusted partners, who in turn must be able to present our chosen products with a knowledge and passion equal to our own.”
Fraser Robertson | Director Airt Audio
The brief
Our task was to create a brand identity that reflected the aspirations, dedication and attention to detail of its Director, Fraser Robertson.
The company was launched in 2020 and it operates very much like a trusted partner in the supply chain between manufacturer, dealership and the end customer.
Fraser Robertson, has developed strong relationships with many hi-end brands and describes himself as a ‘Wiki’ of the premium audio world. People from all ends of the supply chain can (and do) ask his advice due to their trust in his extensive knowledge. This deep understanding of his subject matter, coupled with his strong connections and tight business relationships, give Airt Audio its unique selling point.
Fraser sees the new brand as THE ‘go to’ knowledge base for the high end premium audio market.
He will often provide a high level of personal service – accompanying the dealers to set up some of the installations, thus keeping his customers as close to the manufacturers as possible.
The name ‘Airt’ is a Gaelic word for direction or compass point. Frasers experience enables him to literally point people to the audio solution that is absolutely right
for them.
The work
The brand identity is sophisticated, contemporary and premium – a direct reflection of the incredibly sophisticated brands the company deals with.
Airt Audio are educational, unconventional and aspirational – thus the brand is inclusive and accessible to its target audience of audiophiles and music lovers. Airt’s clients range from well heeled professionals to pure hobbyists. The brand’s tone of voice exudes a passion for the subject matter that appeals to both camps.
The visual identity uses beautiful, powerful photography and CGI renders which sit comfortably within inky dark backgrounds. This look permeates the website and other brand deliverables. White and a range off greys add to the colour palette.
Airt guide and educate their audience (dealers and customers alike) in the principles, the advantages and the combination of products that can help deliver on the Lowering The Noise Floor (LTNF) promise; delivering a true representation of the recording and the artist.
The ultimate goal being for the recipient to hear and experience an honest representation of the recording.
However, it is the fact that Airt are the only distributor who bring together ALL aspects of LTNF. that ultimately sets them apart and makes the brand unique.
Everything the company does is geared towards delivering a truer musical experience. Hence the corporate line:
Where music comes first
“The whole team at BAAAM have supported, inspired and exceeded my
Fraser Robertson | Director
expectations, helping me make the right decisions throughout my journey
to success. To me BAAAM means creativity, dedication and safe hands.”