Overview
As Shure, a music industry giant with over 80 years experience, prepared to consolidate their offer of entry-level microphones into a single product line, the company faced a dilemma: How to step new musicians into the Shure brand while maintaining brand integrity? Catapult Thinking created a confident starting point with Performance Gear, a product line that emphasizes simplicity and the thrill of live performance. We developed the "Plug in. Play out." positioning, and designed color-coded packaging that made the products easier to shop. We also designed the Performance Gear line logic and nomenclature to mirror higher-level Shure products, familiarizing new customers with how to shop the brand.
Impact
The Performance Gear product range was embraced by Shure regional marketing teams and by Shure retailers worldwide—and its retail success did not cut into Shure's core microphone sales. Building on the line's popularity and momentum, Shure launched a complementary wireless microphone offer.
