Logo & Brand Identity
Although the Status products do not feature a brand logo, the packaging, website, print collateral, and marketing materials required certain visual mechanisms to help consumers identify the brand.
The Status logotype was designed to mimic the flow of a simple sound-wave pattern in which each letter follows the same vertical path and arch. This is a subtle nod to the audio components of the brand. The sound-wave pattern itself was also refined to be used as a secondary brand mark in applications where the logo wasn’t necessary. Color and type were used to further unify the brand’s visual identity.
There were many variables to consider when designing the Status packaging. Aside from maintaining the general aesthetic, some of the additional considerations included the variety of product sizes and color options, and whether or not the product was accompanied by accessories. Furthermore, since different models are produced at different factories, a replicable packaging system was essential.
To tackle the above, the outer portions of the packaging were kept simple — featuring nothing other than a low-contrast logo, the name and color of the product, and the same product code that is laser-etched into each pair of headphones. It’s a universal system that can be easily and efficiently reproduced while, like the products themselves, remaining clean, approachable, and purpose driven—almost utilitarian.
Product Development & Consulting
Part of the original Status brief included consulting on the color and materials for new products. It was important to Status to be able to offer exciting new options while maintaining consistency across both the existing product line and potential products that they may release in the future.
An identification concept was also implemented where each product receives a product code laser etched directly into the headphones or earphones. This is the only mark on an otherwise unbranded product.
Status required a few different photography styles to be used on their website, marketing materials, and throughout social media. Part of the brief was to assist in developing the photo requirements, identifying the necessary styles, and choosing potential photographers. The photography needed to show the high-quality materials and design of the Status products while reflecting the brand’s minimal aesthetic and overall identity.
We ended up with two core styles of photography: isolated headphones on solid backgrounds, shot by Marshall Troy, and headphones worn by models, shot by Kilian Son. Both styles opened up an array of creative capabilities like combining products into single treatments, changing background colors and textures, as well as applying graphics and typography.
Web Design & Development
As a direct-to-consumer eCommerce company, Status’s primary point of sale is their website. Status wanted their website to reflect the clean, utilitarian aesthetic of the brand, while also offering valuable information on the more technical components of each product. With a growing number of customers shopping from their phones, the site needed to provide seamless mobile purchasing.
The Status website, built using the Shopify platform, reflects a reductive approach to web design. Starting with an abundance of information, imagery, and functionality, their site was simplified and restructured to tackle all of the above objectives while remaining clean, minimal, and complementary to the products themselves. Each product page starts with the most relevant information and images. Tucked away, yet still accessible, you’ll find secondary and tertiary information that appeals to those seeking more detail. The backend was customized to give Status ultimate control over virtually all front-end aspects of the site, allowing for flexibility in site management.
Conclusion / Results
After launching the new brand identity, accompanying materials, and responsive Shopify-based eCommerce website, Status has seen increased traffic, sales, and engagement on all sales channels as well as relevant social media platforms. Additionally, the brand has received significant press coverage and praise related to the rebrand and website on numerous design, technology, and product related outlets. The rebrand won a Bronze A’Design Award for Advertising, Marketing and Communication Design (2019–2020). The Status founder, James Bertuzzi, praised the new work:
“Ryan built an intuitive and beautiful web experience that is praised by both our customers and people within the design community alike. He has real instincts for visual and experience design, and deeply understands how people interact with products and brands. He is a tremendous asset to anyone he works with, and will make you elevate your game to match his.”