Shure
Leveraging a Brand’s Pro Heritage
The Challenge: As Shure moved into consumer markets, the
audio equipment manufacturer needed to evolve its brand
without alienating its core audience, professional musicians.
The Solution: MiresBall developed a positioning for Shure
that focused on its reputation for quality and passion
for audio, characteristics that have made the family-owned
company an industry leader for 80 years. Working with
Shure executives throughout a yearlong initiative, we
developed a brand narrative that emphasizes these
strengths at every touchpoint, beginning with the tagline,
“Legendary Performance.” A highly efficient visual
system—including a simplified logo and authentic, evocative
photographic style—further underscores the company’s
iconic status.
The Result: Supported by comprehensive usage guidelines,
the new Shure brand is now being executed worldwide with
consistency and confidence.
