Bang & Olufsen

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


  • Identity
  • Presentations
  • Website


  • Concept Development
  • Design
  • Digital Experience Design
  • Research
  • Writing


Bang & Olufsen, maker of prized European high-end audio and video electronics, was intent on establishing itself as the premier resource for full-facility audiovisual installations in boutique hotels in the Americas. The company had found success in the hospitality markets of Europe, Asia, and the Middle East, but struggled to gain traction in the Americas—a part of the world much less familiar with the brand and skeptical about the return on investment in Bang & Olufsen’s proprietary systems.

Outputs & Outcomes

In order to create a more effective approach, organize stakeholder groups, and foster high-functioning project workflows, refined positioning and clarified messaging were needed. We reorganized the company’s partner ecosystem, simplifying nearly a dozen stakeholder roles into a new matrix of three interest areas: Business, Design, and Technology. This new interest matrix, combined with a streamlined messaging framework, created greater focus, clarity, and impact.

The project culminated with the launch of a new, web-based portal for Bang & Olufsen Hospitality, Americas. The site functioned as an online brochure throughout the sales process, and then as a project hub for stakeholders, providing password-protected access to materials ranging from blueprints to contracts, all organized and accessible throughout the life of a project.

The new stakeholder interest matrix, streamlined messaging framework, and web-based portal helped Bang & Olufsen to gain ground in the US boutique hotel market. Shortly after the site launched, The Mark Hotel in New York City signed on as Bang & Olufsen’s first full-installation hotel customer, followed by Hotel Beaux Arts in Miami.

The Bang & Olufsen Hospitality Experience

Architectural and Engineering Details

Hospitality Division Identity System

Audience Redefinition and Refinement

Website Experience Including Archive for Project Users

Full-Hotel Installation, The Mark, NYC