I don't think the key visuals work like this for a number of reasons. Overall it is not clear what we are trying to say. I could not tell when Unn and I spoke over Line, but now it can be seen clearly with the layouts at hand.
There are way too many elements and the elements don't connect with each other clearly.
The treatment of the pixels is not clear. The guitar is clear but the shirt of the guitar player not... But a shirt is not something that you hear so it doesn't matter if you pixel it or not, it does not relate to sound.
I now see that trying to educate people Hi-Res Audio is not the way to go since it adds another message to an already complicated communication. We have to sell the new brand h.ear and the colorful headphone model. This is like introducing Bravia as a brand and already a specific model of TV. No room to make a Bravia engine message out of that, that would be next phase.
Also it is wrong to add high resolution audio under the h.ear logo, that would make the it the logo of the supporting technology (like Bravia engine) and not the brand of head phones.
Now I h.ear is a confident brand statement that promises consumers to hear things they have never heard before. It is also a new attitude, not only technology.
Hires audio is just a small support but not the key message of ATL campaign. A hires Audio logo placement somewhere in the layout is important, but just that should be enough as support. At the end you can only find out yourself what it is "to listen to music the way you have never heard before".
I think the Now I h.ear icon only lends itself to be used with a visual of a user with head phones on, otherwise the "I" is not clear.
Please continue developing more ideas along the directions of
- music he way I never heard before
- now I hear it for the first time
- finally I found the right head phone , etc.
Start your visual from a user wearing heaD phones and add elements that are unusual, surprising, surreal, etc.
Good luck!
I will still be here for my last full day tomorrow Tuesday and can check mails. Rough sketches are OK. On Wednesday morning I drive away to the airport and will arrive in BKK on Thursday morning.