SupervoxCase StudiesAuthentic AV
Case Study

Authentic AV

The People's AV

Authentic AV upends the status quo for AV equipment purchasers who are tired of being saddled with over-featured – and consequently overpriced – gear when all they need is reliable simple equipment that will get the job done. The founders of this new company asked Supervox to brand this new manufacturer and take it to market with a website that communicated its upstart identity.

Discover

Combining rigorous discovery with our long history of serving AV-industry clients, Supervox dove deep into A) the market dynamics that drove the need for Authentic AV, and B) the company’s game-changing business model, one that leverages modern tools to develop the software and firmware necessary to meet customers’ needs in a fast-evolving technology landscape. For Authentic AV to succeed, its products didn’t just have be less expensive than the competition, they needed to be every bit as sophisticated as the gear sold by the AV industry behemoths.

Plan

Authentic AV wanted to enter the market as a true disruptor, one that gave purchasers the workhorse products they needed rather than forcing them to buy over-featured enterprise-grade products with unnecessary features at prices reflecting high manufacturing costs and inflated marketing budgets. We also wanted to reinforce the Authentic name by emphasizing the products’ design and manufacturing integrity, which was on a par with any competing product.

 

The challenge was that Authentic AV didn’t have endless resources to introduce itself. The messaging and visual identity would have to be distinctive enough to signal right away that this was something new and significant. We landed on the idea that by freeing customers from the stranglehold of a few major manufacturers – by developing and delivering commercial-grade products with zero waste, lower overhead and lightning-fast execution – Authentic AV was democratizing the procurement playing field. We referred to this new industry entrant as “the People’s AV.”

Create

The first thing we did was create a clear, concise brand story that began with the line, “AV overkill is over and done” and communicated the fact that Authentic AV was “proudly commodity.” After all, for the first time ever, purchasers were going to be able procure no-compromise performance at an entry-level price.

 

Next, we created a look and feel that further set Authentic AV apart from other manufacturers, using evocative photography paired with bold colors and graphics to express an iconoclastic attitude with little reverence for the status quo. Everything was designed to make it clear that Authentic AV was not more of the same. It was a real alternative for cost-conscious, quality-driven buyers who were tired of overpaying for features they’d never use.

Activate

After creating the brand foundation, we took Authentic AV to market with a simple, navigable site as utilitarian yet compelling as the products it showcased. We also created foundational touchpoints like brand guidelines, social media formats, product spec sheets, and LinkedIn descriptions. Behind the scenes, we ensured site scalability to accommodate the growing breadth of its product line, and we laid the groundwork for features including customer portals, blog and case study. No matter how big Authentic AV becomes, odds are you’ll never hear of this B2B manufacturer, but you can be sure that it’s already making a name for itself in the multi-billion-dollar AV industry.