Shure | Collaboration & Conferencing
Business Goal(s): Awareness, Adoption
I served as Strategy Lead for the long-term creative
AOR relationship between Monks x Shure.
Shure basically invented the modern lollipop-style microphone. I’d typically say they need no introduction, except they had an awareness problem. The audio leader always lets its innovation and engineering speak for its impact on the music and recording world. When it came time to enter the B2B hardware market and challenge industry-leading competitors, they hired Monks as creative AOR to translate their technical expertise into a relevant brand that builds demand and salience with business and IT decision makers, just as much as it does with musicians and sound engineers.
My team and I led the strategic development of:
We created strong B2B brand and product positionings based on key insights from our audience and competitive research to ensure both relevance and differentiation.
Brand Identity
In collaboration with my team of strategists and creative directors, I helped create a strong brand visual identity for Shure’s B2B conferencing category that helped the brand grow its way from the mainstage into the boardroom.
Brand Campaign + GTM Planning
Beyond filming human-centered TVCs for the brand’s B2B vertical, we developed full-funnel product campaigns that included video and static assets to meet decision makers in the right place, and in a familiar, recognizable way across their adoption journey.
As a result of our efforts, Shure continues to gain traction and market share within the conferencing technology sector with a distinct brand identity that both feels modern and pays homage to its legacy audio brand.