Bang & Olufsen

Unlocking a reluctant new market for a revered consumer products company.

Bang & Olufsen wanted to establish itself as the premier resource for full-facility audiovisual installations in boutique hotels across North America, but had encountered resistance to its positioning and messaging. We restructured the company’s partner ecosystem, streamlined and reoriented its approach for greater focus, clarity, and impact, and created a new online portal to foster collaboration.


  • Brand Development
  • Brand Strategy
  • Identity Design
  • Internal Events
  • Website

The Bang & Olufsen Hospitality Experience

Challenge 1

Clarify messaging for a new audience

Challenge 2

Overcome the objections of a skeptical market

Architectural and Engineering Details

Hospitality Division Identity System

Challenge 3

Defend ROI of proprietary technology

Audience Redefinition and Refinement

Solution 1

Reorganize the hotel partner ecosystem

Website Experience Including Archive for Project Users

Solution 2

Rethink all stakeholder messaging

Solution 3

Create new microsite: brochure + portal

Full-Hotel Installation, The Mark, NYC