Innovating a 30-year old brand is no easy feat. I dug in and realized a whole new universe through '“The Rebel” archetype and evolved a fresh perspective in identity that connected with current and developing customer segments. With Auto, Marine and Powersports verticals became journeys, both sweeping and intimate, that goes beyond just the products and expresses the real benefit of BOSS Audio: clear, defined music through an attainable DIY product line. Along with winning a Gold Davey for the brand book, this new brand strategy is delivering high performing sales.