Background
Our task was to take a well-known but dated brand and make it relevant to a completely new target. Memorex had always been known for storage media: from old-fashioned magnetic tape to recordable DVD’s and CD’s. With online storage and streaming services rapidly replacing those products, Memorex was now moving into the broader field of consumer electronics.
Approach and Results
The solution was to create a fresh, friendly face for the brand. We dropped the previous masculine, tech-focused branding and opted for a clean, simple identity accented with bright approachable typography. The new Memorex signature features a circle icon or “o” as the focal point, representing connections between family and friends. Our most important deliverable was a comprehensive packaging system for the more than 140 consumer electronics products that Memorex sells.